What did the project for Lecapell comprise?

A new corporate design and a multi-award-winning website – from positioning to the finished web presence.

What distinguishes the color and typography?

A clear color depth in blue and yellow, deviating only slightly from the original colors, with a big impact on the overall visual impression.

Where do the design elements come from?

Lines derived from the logo shape – a stylized cowhide – that characterize the entire corporate design as a recurring element.

How is a consistent presence ensured worldwide?

Via a comprehensive design manual that ensures the consistent implementation of the design guidelines at all Lecapell locations worldwide.

What distinguishes the Lecapell website?

A distinctive, multi-award-winning design that consistently implements the brand based on the design manual.

Client

Lecapell

Corporate design relaunch and web design

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Awwwards

For the technology leader in leather finishing, we developed a modern corporate design, a striking slogan, a comprehensive design manual, and a breathtakingly individual website.

At Lacapell, we faced a demanding task – transforming the corporate design of the renowned leather finishing specialist into a modern, clear brand identity as part of a comprehensive relaunch, while retaining established elements for high recognition value. Companies in this industry all have one thing in common: they show a lot of leather, and yet it always remains the same product – differentiation is difficult. We wanted to counter this with our relaunch and present Lacapell in a fundamentally new and differentiated way. Reduction to the essentials was our top priority in every step of the design update. Starting with the logo, which we freed from unnecessary elements and revitalized with fresh color nuances, clear lines and geometries run through the entire brand identity.

Awwwards Honorable Mention, Mobile Excellence Award, and CSS Design Awards Special Kudos — international accolades for an Austrian design.

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Previous logo

Logo after the redesign

Color and typography

The revised color scheme deviates only slightly from the colors originally used, yet makes an enormous difference to the overall visual impression. Blue and yellow, in a clear color depth, look modern and convey LeCapell's new design perfectly. The new corporate font was also chosen for its clarity, good readability, and simplicity. Combined with the new color scheme, it develops into a strong visual basis for all further design elements.

Lecapell – Nature meets technology. | MOREMEDIA®

The slogan

A clear positioning naturally also needs a claim that expresses the essential corporate values in just a few words. Lecapell relies strongly on two values, among others, that are reflected across all areas of the company. On the one hand, sustainability is given major importance within the company. On the other hand, Lecapell is known in the industry as the technology leader in split leather finishing. The combination of these values now comes together in the punchy and highly fitting slogan "Nature meets technology".

Design elements

As a recurring element in the corporate design, we extracted lines derived from the shape of the logo – a stylized cowhide – which, in a precisely defined arrangement, form a universal design element with high recognition value. This element is used in various versions, both on solid-color surfaces and in images, where it adds depth and maximum impact.

Layout fundamentals

To ensure the design guidelines are implemented uniformly at all Lecapell locations worldwide, we developed a comprehensive design manual based on a consistently uniform layout grid that divides all design surfaces — regardless of size or format — into 1/18 increments and provides the basis for all layouts. Based on these guidelines, format-independent, uniform designs emerge that follow geometric and mathematical rules instead of the personal taste of individuals. Only in this way can the corporate design prevail in the long run and help present the company in the desired image, both externally and internally.

lecapell letterhead basics moremedia advertising agency linz

Universal applicability

Based on the design guidelines we had developed, we created a range of print materials and advertising media for Lecapell, all built on the design manual and proving that every rule can be applied in practice. The range extended from classic office stationery to a comprehensive set of sample layouts for presentation slides and the new website.

Share the moment

What do we want the images to convey? Showing leather as such and thereby associating the company with the semi-finished product, or using imagery that requires explanation even though there is usually no opportunity for long explanations – we sidestepped both with a simple yet highly effective solution: pure emotion and images in which the finished products are visible, yet never placed bluntly and clumsily in the foreground.

The LeCapell website: breathtakingly different. Winner of multiple awards.

In web design especially, the approach of consistent differentiation makes itself felt in a big way. The Lecapell website is unlike those of all the competitors we know. Throughout the entire website, the leather itself is never the focus — instead, it's the products for which the company produces the finest leather. A structure as clear as it is modern, along with numerous details featuring subtle animations, makes the Lecapell website something truly special.

The LeCapell website was awarded an "Honorable Mention" as well as the "Mobile Excellence Award" by the jury of the international Awwwards. In addition, the website received "Special Kudos" in the Public Awards at the CSSDesignAwards. That makes us especially proud as a digital agency.

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For a manufacturer of technical products that are not delivered directly to end customers, having an interesting yet functional CI including a website is particularly challenging. The Moremedia team stood out from other advertising agencies through an excellent price-performance ratio and transparency in service delivery. Beyond the perfect result, the collaboration is characterized by flexibility, creativity, and outstanding availability.

Sybille Lehner-Mayrhofer |

Source: Google