Kramer electronics is a technical ProAV electronics manufacturer with an over 40 years in the audiovisual market, and a legacy of millions of devices installed worldwide.

Kramer operates as a behind-the-scenes brand: offering products that meet requirements but lacks offering end-to-end solutions. Kramer aimed for a rebranding strategy that would position it to the forefront of the audiovisual market, reshaping its reputation and redefining its core identity.

I had a hand in developing the new corporate visual identity, formulating new organisation’s mission, vision, value statements and redefining today’s and future target audiences for Kramer.

Shifting from a product-centric to a user-focused thinking was part of the initial project scope, and a big pilar for kramers rebranding. We restructured kramers entire portfolio of products: what was a merely listing of products needed to be and end-to-end catalog where each offering was meticulously crafted to address specific needs and deliver the best tailored solution.



Achieving a user-focused portfolio was ambitious - something that led inevitably to an extensive research, many stakeholder consultations, and various iterative design processes to ensure alignment with every conceivable use case within Kramer's diverse verticals.

After Kramer's transformation, it now positions itself as a brand that empowers and connects people and technology in unprecedented ways. A brand that now emanates a visually powerful aura of mystery and elegance that captivates audiences.

With Kramer, gone are the days of selling isolated AV-products; instead, you'll experience an immersive end-to-end audiovisual journey that breaks traditional boundaries.