The Brand KTM
Background
KTM is the second largest motorcycle manufacturer in Europe with a double digit growth in production and sales since 1992. IIn 1991 KTM went bankrupt. The company was sold and the new owner asked KISKA to rebuild the brand.
Approach
KISKA worked with KTM to realize the “less is more” design strategy. The reduction to the bare essentials optimizes the performance of a motorcycle – above all in racing. That is why KTM machines are fitted with high quality, light, tried-and-true parts. Therefore every KTM includes everything the rider needs to enjoy a radical and sporty motorcycle; this applies equally to the communication material on and around that experience.
KISKA is responsible for market and target group related research, brand positioning, all design related issues such as the distinctive design of all bikes, the product graphics, the whole communication and advertising campaigns as well as trade show booths and shop systems.
Consistent
"The great success of KTM is based on the consistent and targeted communication of the brand message, across all brand relevant media channels, with the product design as the creative framework “, says Paul Friedl, partner at KISKA. “If it succeeds to keep the right brand message at the front of people's mind, depends mainly on the continuity and homogeneity of brand communication.”
Ready to Race
…this is a philosophy that has always been at the very center of all of the company's development and brand communications activities. Every KTM must be ready to win points in the brutally hard world of racing – and do it straight from the showroom- without tuning and without any costly or complicated adjustments. And finally: every member of the KTM design team is “Ready to Race” – each KTM bike is directly developed and designed by the target group.
Result
KISKA is responsible for the development and maintenance of the whole KTM appearance since 1992. KISKA gave the brand the distinctive and unmistakable “Ready to Race” feeling.
“We helped KTM to develop the unmistakable brand characteristic all KTM bikes have”, highlights Gerald Kiska. “The challenge on the design is to transfer the brand philosophy, we developed for KTM, into the form of innovative motorcycles. It is a must to communicate consistently the core values `Extreme´, `Pure´, `Performance´ and `Adventure´ surrounding the core brand message `Ready to Race´, that has to be transported in message and tonality through all the visual elements.”
Click here to watch typical KTM videos directed by KISKA: KTM Superduke, KTM Superenduro, KTM Supermoto
Click here to watch the new KTM Website!
Pure
KISKA worked with KTM to realize the “less is more” design strategy. The reduction to the bare essentials optimizes the performance of a motorcycle – above all in racing. That is why KTM machines are fitted with high quality, light, tried-and-true parts. Therefore every KTM includes everything the rider needs to enjoy a radical and sporty motorcycle; this applies equally to the communication material on and around that experience.
Watch the new KTM Website!
Benefit
"The great success of KTM is based on the consistent and targeted communication of the brand message, across all brand relevant media channels, with the product design as the creative framework “, says Paul Friedl, partner at KISKA. “If it succeeds to keep the right brand message at the front of people's mind, depends mainly on the continuity and homogeneity of brand communication.”
Ready to Race is a philosophy that has always been at the very center of all of the company's development and brand communications activities. Every KTM must be ready to win points in the brutally hard world of racing – and do it straight from the showroom- without tuning and without any costly or complicated adjustments. And finally: every member of the KTM design team is “Ready to Race” – each KTM bike is directly developed and designed by the target group.
Sharp
“We helped KTM to develop the unmistakable brand characteristic all KTM bikes have”, highlights Gerald Kiska. “The challenge on the design is to transfer the brand philosophy, we developed for KTM, into the form of innovative motorcycles. It is a must to communicate consistently the core values `Extreme´, `Pure´, `Performance´ and `Adventure´ surrounding the core brand message `Ready to Race´, that has to be transported in message and tonality through all the visual elements.”
Click here to watch typical KTM videos directed by KISKA:
St. Leonharder-Straße 4
5081 Anif - Salzburg
T +43(0)6246 73488 - 0
F +43(0)6246 73488 - 1044
office@kiska.com
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