Building a Fireproof Brand Identity for Minimax Fire Protection.
After creating a new brand strategy and identity for Viking, the American sister company of Minimax, another great opportunity came up. This time, it came from Minimax GmbH's headquarters in Bad Oldesloe, near Hamburg, Germany—a leader in fire protection systems across Europe.
Minimax faced a unique challenge: how could the brand stand out in a global market while staying connected to its American counterpart? Through a series of dynamic workshops with the marketing team, we uncovered the heart of the brand—what truly sets Minimax apart from its competitors and its sister company.
Trusting the grid
The answer lay in Minimax’s persistent dedication to safety and precision. Every solution they design—from fire protection systems for airports to cruise ships, hospitals, parking garages, and data centers—is a testament to their accurate attention to detail. From this insight, the concept of “Trusting the Grid” was born.
"R&R has been an extremely friendly and reliable partner in refreshing our exhibition design. Their comprehensive view of our Corporate Identity (CI) and their know-how and inspiration helped us to create a design language that was consistent across different exhibitions. Their dedicated support and reliable operational handling is particularly noteworthy, as it made the complex trade fair and event preparation much more relaxed. Many thanks to the great team!
We look forward to future design projects.”
Ulrike Meyer, Event Manager Europe/ FSG @ Minimax GmbH
We drew inspiration from the 'grid' used in construction plans, symbolizing how Minimax builds safety into every millimeter of their custom fire protection systems. The tagline “Experts in Fire Protection” encapsulates Minimax’s leadership across Europe and highlights the depth of their expertise. We then translated this vision into a comprehensive brand blueprint, from a visually striking website to impactful trade fair booths, data sheets, product documentation, and case studies.
The design even extended to the fleet of Minimax’s vehicles, reinforcing their brand presence on the road. With a crafted brand guidelines booklet in place, Minimax now has a unified, powerful identity that speaks to their leadership in the fire protection sector—an identity that instills trust, safety, and expertise in every interaction.
Do you also need a fireproof overhaul for your brand identity? Let us guide you through the process and create a compelling brand story together. Get in touch with us to kick-start your brand's bright future.
