Making a strict enterprise brand convert

Stäubli is a Swiss industrial mechatronics group known for robotics, connectors and textile machinery. Its North American team sells robots and tooling to manufacturers, and it came to Effiqs for campaign and sales material aimed at specific industries.

Stäubli's brand system is strict, and it should be; it's a global company with a century of reputation behind it. The North American team, though, needed marketing that sold hard to automotive leaders and die-casting plants, audiences that care about cycle time and payback, not heritage. The job was to work inside the rules and still make every page and banner push toward a conversation with sales.

Everything runs on Stäubli's own palette, typography and photography, with nothing invented. What changed is the hierarchy. The ABM landing pages open with the outcome a plant manager cares about, back it with the robot and the numbers, and close on one action. The ROI banners strip the message down to the payback, so it lands in a single glance on display and AdRoll retargeting.

The collateral follows the same logic. The TX2-60L tending cart brochure explains the product through the work it takes off the line. A robotic tool changer whitepaper, an infographic and Instagram carousels carry the argument into content and social.

The North American team got material that looks unmistakably Stäubli and argues like a sales engineer. Global brand stayed happy, and the regional team had assets built for its own targets.

It's the kind of project where the design shows less and does more. The rules were fixed; the work was making them sell.