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Key visuals

The visual key stimulus

The development of a corporate design by Tramsen Media often goes beyond developing the logo. With a key visual, a business has a highly effective advertising medium.

As it has an emotional effect on the viewer, a key visual increases the recognition value, contributes to the sustainable positioning of a business and sets it clearly apart from its competitors.

A key visual is often more strongly linked with the brand than the logo itself, e.g. the Milka cow or the Michelin Man. A key visual should be unique, distinctive and quickly grasped.

During development, Tramsen Media observes the following aspects in particular

  • The key visual should be simple and clear
  • It should be unique and distinctive
  • It should be usable in or with all media
  • It should appeal to the target group's feelings.

This also includes an analysis of the competition’s key visuals to avoid plagiarism and to create something new, something better. Ideally, it should reflect the industry, product and/or service of a company at a glance.

Tramsen Media would like to give you an insight into our conceptional work, from your ideas and wishes to the implementation of your key visuals, for example:


The story line behind developing Süddeutsche Emulsions-Chemie GmbH's key visual

Süddeutsche Emulsions-Chemie GmbH specialises in eco-friendly, aqueous wax additives. These are used, for example, in the paint industry to make paints and lacquers scratchproof or more resistant to abrasion. In the paper industry, additives are used, for example, to reduce fluffing or to apply water-repellent impregnation.


    "The additive makes all the difference"

To bring the two materials water and wax together, we created the image of a candle with flames made of water.

This unique link makes it clear that Süddeutsche Emulsions-Chemie GmbH recognises the individual requirements of the client's products and picks up on them in a very creative way.

  From vision to image

Once approved by the client, the key visual was created as a photomontage for various adverts.


Key visual


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