360° brand campaign for Sto

12/13/2022 Sto’s facade insulation systems have made a major contribution to energy conservation and environmental protection for over 60 years. The global market leader for thermal insulation systems now aims to claim the title of technology leader as well – in designing comfortable, sustainably constructed living spaces for people around the world. In collaboration with strategy and design agency KMS TEAM, Sto is launching their first global brand campaign to start this effort. It will be adapted for use in each national market.

Sto is bringing emotion to rationality in their new brand campaign. It breathes new life into their brand promise while making the brand more approachable. The result of the 360° brand campaign is a strong presence across all touch points – from the website to the corporate image film, social media and out of home advertising such as lorry branding.

Michael Pfeiffer-Belli

The campaign aims to breathe new life into the familiar brand tagline »Building with conscience« and make it more tangible to all audiences. Sto worked with KMS TEAM to develop an overarching theme that would shift the focus to people and their enthusiasm for building: »For the love of building. Building with conscience« This concept simultaneously enhances Sto’s four core competencies – sustainability, functionality, aesthetics and service. »It’s an emotional way of showing the passion and expertise that professionals bring to their design and construction work – and how happy and proud people are to live and work in a professionally constructed or renovated building. Bringing love to building means conscious construction«, stresses Claudia Züfle, Head of Global Brand at Sto.

01 kms team sto kampagne 3 2

The corporate image video highlights key areas of expertise at Sto and StoCretec in a series of individual sequences – from facades, interiors and acoustics to floor coatings. Sto and KMS TEAM have already worked together for the past seven years. The agency has been responsible for the Sto corporate design since then. In addition to the brand campaign, KMS TEAM developed new illustrations for analogue and digital applications as well as social media which are based on the CD. They also express the mission »Building with conscience« of the family-owned business from Stühlingen – like the question »What adjustments do we need to make for climate neutrality?«, which became more significant in the context of the European Green Deal. The answer: in building renovation. Around one-third of CO2 emissions come from operating buildings. Energy-focused building renovations have the potential to cut around 69 million tonnes of CO2 emissions.

Sto SE & Co. KGaA (Stühlingen) is an international manufacturer of building insulation products and systems. The wide-ranging portfolio includes thermal insulation systems, paint, plasters, varnishes, coatings, concrete repair materials, floor coatings, acoustic systems and rear-ventilated facades. With over 5,600 employees, the group generated 1.590 billion euros in sales in 2021. Sto has 50 subsidiaries with locations in 38 countries, along with supply relationships in many other countries. The tagline,»Building with conscience«, sums up Sto’s self-image along with their responsibility for the environment and society.