About the business
Thyssenkrupp is Germany's largest materials and technology group and has a well known history in the steel industry. The brand stands for long tradition, high quality & competence, reliability, customer and employee orientation, innovation strength, commitment and efficiency as well as globality and tradition. 

Challenge
Thyssenkrupp to that day was a highly diversified group in upheaval. With regard to the company's economic crisis and realignment, the annual report concept had to fulfill the task of rebuilding trust among shareholders and stakeholders through a strong brand that reflects credibility and transparency. The new design concept should reflect core values and strengths of the company and the diverse new group structure had to be broken down visually. The redesign process started off with a profound analysis of the brand identity and business.

Title
The title is down-to-earth and deliberately conventional. „Substance“ stands for consistency, competence through experience, and quality. It portrays Thyssenkrupp for what it is: a strong, solid company with a high degree of experience and tradition as well as honest convictions.

Equity Story
The Equity Story references the title and tries to make group structures and convictions more comprehensible. For this purpose, the various group segments are broken down in steps via photography and infographics. In the final step, an interview illustrates who stands behind the product or service and thus ultimately represents the real core, the substance of the company: The individual employee.
In order to pick up on this idea, a leitmotif was developed which picks up on the three core segments of the company and also serves as a kind of navigation tool for the story: the more centered the elements of the leitmotif, the deeper the viewer immerses into the world of Thyssenkrupp.