The following measures were taken to promote Bornemann's USPs: overhauling its corporate design and implementing a new Internet performance for it. Now, the website represents the customer and its product through reduced shapes and forms. Corporate design, typography, layout and product photography focused on clear orders and shapes. The goal was to speak an unmistakably visual language that will be identified as such in this pragmatic industry and easily recognized, despite the variety of products and resulting variants.