7 June 2007
MetaDesign Develops Brand Strategy for NICI

NICI, a producer of gift items based in Altenkunstadt, is repositioning itself in the marketplace with the help of the corporate identity and branding agency MetaDesign.

NICI GmbH was acquired by a group of investors in 2006 and is currently revamping its strategy. Together with the brand specialists at MetaDesign, the company has developed a vision and positioning for its future corporate brand.

Based on market analyses, employee surveys and joint workshops with managerial staff from all the company’s divisions, MetaDesign created a strategic platform for the NICI brand. This platform will serve as the basis for the new corporate design system and provide guidelines for branding programs, product design and the development of the entire product range. MetaDesign’s brand strategists are now applying the company’s identity and vision to all relevant internal and external activities. The goal of the process is to reposition NICI as a brand that stands for a specific lifestyle and to expand sales efforts to include additional categories close to the target group. Summarizing the work, Uli Mayer-Johanssen, a member of MetaDesign’s executive board, says: “We are slowly breathing life into the NICI brand. A credible positioning strategy that is derived from corporate identity gives customers and employees a feeling of security and sends a clear message to customers, rivals and the marketplace.”

NICI stands for the pleasures of gift-giving, and it looks back on twenty years of successful corporate history. Its extensive line of functional and decorative gift items, including a large number of plush toys with special tactile qualities, all have the distinct NICI design and are marketed internationally.