German TMT is a leading TMT bar manufacturer in Gujarat, backed by two state-of-the-art manufacturing facilities located in Samakhiyali and Viramgam. With the highest production capacity in the region, German TMT is recognized as Gujarat’s largest TMT bar manufacturer today. The brand is driven by advanced manufacturing processes, strict quality control, and disciplined operations that ensure consistent strength, durability, and reliability in every bar produced. Built to meet the evolving demands of modern construction and infrastructure, German TMT continues to strengthen its position as a trusted name for builders, developers, and large-scale projects across the state and beyond.
brand research
brand identity design
brand messaging and tone of voice
Social media marketing
Event branding
Website design & development
bottleneck issues
Before Hypace, German TMX struggled with being seen as just a regional player with limited awareness beyond Gujarat. Their branding felt generic, focusing only on product strength without a unique or emotional connect. Marketing visibility and digital presence were inconsistent, making it hard to stand out against competitors. As a result, they were competing largely on price, missing out on stronger recall and premium positioning.
Key pain points
weak digital presence
perceived as regional/lower status
inconsistency in brand identity
lack of emotional/corporate brand identity
As per the bottlenecks faced by the brand, before our collaboration. These were the stats that they had before the collaboration. Low dealer engagement, lower emotional/cultural value and inconsistency are to name a few.
Brand Recall: 25–30% within Gujarat, dropping to <10% outside the state.
Brand Engagement: Digital and dealer engagement rates under 1%, with limited customer interaction beyond product specs.
Brand Equity Score: Scored around 40/100 in perception studies — strong on quality but weak on differentiation and emotional connect.
Breakdown
The idea was to change the complete positioning of german tmt. From just a 'strong TMT' bar company. To the most trusted and authentic TMT bar company, when it comes to quality. Thats when we called it Haq Se German, meaning something that is Built with authority, claimed with pride. Moreover We created a consistent brand language across all touchpoints, from dealer communication to digital platforms, ensuring recall beyond Gujarat. Story driven campaigns and events not only increased the brand equity and emotional equity of the brand, it also gained trust and differentiation amongst dealers, in comparison to competitors
research
The idea was to change the complete positioning of german tmt. From just a 'strong TMT' bar company. To the most trusted and authentic TMT bar company, when it comes to quality. Thats when we called it Haq Se German, meaning something that is Built with authority, claimed with pride. Moreover We created a consistent brand language across all touchpoints, from dealer communication to digital platforms, ensuring recall beyond Gujarat. Story driven campaigns and events not only increased the brand equity and emotional equity of the brand, it also gained trust and differentiation amongst dealers, in comparison to competitors
Client needs (as per questionnaire)
Brand ARCHETYPE SELECTION
Out of the 12 brand archetypes, the ruler brand archetype is selected for our brand, because of the nature of business we are into and the legacy that we are carrying, ruler brand archetype seemed the most suitable. Brand archetype helps us decide the imagery and tone of voice for the brand.
Brand feel
Brand strategy
The strategy of the brand going forward was to position german as an authoritative and commanding brand in the Gujarat steel market. As they are also going to launch their IPO it only makes sense to work on the brand loyalty and equity before that. Hence Needed consistency in identity and design, emotions in brand language and communication and brand storytelling.
targeted points to improve
Brand tagline and messaging
Brand identity and language of design
Brand consistency throughout all touchpoints
Brand equity and emotions
IDENTITY CREATION
The visual identity of German TMX this time is inspired by old Castle shape, used in the medieval times. The G perfectly silhouettes the castle and also looks like a fist. The finger tips give a feeling of building and high rises. This identity precisely connotes- authority, command and firmness.
primary font
secondary font
THe typefaces selected are Obviously medium as the primary font, as it syncs and compliments our logo and can be used for title texts. Whereas Railway is taken as the secondary font to give balance and contrast.
tone of voice
The tagline“Haq Se German”carries a bold, confident tone — it literally means“Rightfully German”or“German, with full right/entitlement.”The tagline means strength, authenticity and confidence.
Social media feed design
Now that the brand identity and messaging is formulated, the first touchpoint which needed the rewamp was the social media account of german steel. We rewamped it in a way that everything is cohesive, consistent and upto the benchmark.
The second most important touchpoint for the brand was all their collaterals design. Right from their brochures, cards to their diaries and dealer collaterals were designed by hypace studios
nomenclature
Shared Promise → Dealers feel they are not just attending an event but entering into a pledge of mutual success with German TMT.
Emotional Connect → Transforms the meet from a transactional gathering into a symbolic bond, reinforcing trust and pride in the partnership.
Long-Term Relationship → By invoking “Sankalp,” the brand communicates that loyalty is not temporary — it’s a sustained resolution to grow side by side.
Event branding
For a B2B brand their dealer/customer meets are the most important touchpoint to brand themselves and to increase their brand equity and loyalty amongst their dealers and distributors. Hence for german, when they decided to do their customer meet- we branded it with the name "Sankalp" meaning commitment and pledge, to be the best, to be at the top collectively.
Any brand rewamp is incomplete without website design and development, as it is the most important touchpoint of any B2B brand. Hence, when we designed it we had one thing clear, we will do it German Style and we did exactly that- dark aesthetics, premium design with authoritative and commanding messaging.
Breakdown
The results, dealer loyalty, high emotional value of the brand amongst the dealer and customer network. Consistent brand identity and messaging, leading to the audience perceiving german steel as a commanding and authoritative player in the market.
Increase in social media engagement
Growth in dealer and customer loyalty
"Hypace Studios didn’t just design our brand — they engineered an identity that speaks volumes. From logo to language, strategy to social, they handled every detail with sharp creativity and killer instincts. Our visibility skyrocketed, our engagement soared, and now German TMX isn’t just seen — we’re remembered. If branding had a hall of fame, Hypace would have their own wing."
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Social Media Revamp