A Vision For ABB

During my time at Interbrand in Köln me and four other brand design experts from the London, Zurich, New York and Seoul offices where assigned to come up with a vision for the new website of ABB.

ABB is one of the largest engineering companies in the world, operating in approximately 100 countries with 150,000 employees. With players such as GE and Siemens, ABB operates in a highly competitive marketplace all around the world.

The global ABB website records over ten million page views each month, making it ABB’s most important customer touchpoint. However, customers did not have a satisfying experience and couldn’t find what they were looking for.

We developed a website concept that fully delivers on ABB’s brand promise. Usability, content and design—all working together to deliver a seamless experience that brings ABB’s business strategy to life. Designed to be fully responsive and ready to deal with the challenges of the ongoing technical revolution, we created the first holistic ABB brand experience in the digital space.

The updated ABB website began rollout in early 2013. Around 500,000 pages and over 70 language portals will be brought live in order to complement ABB’s new web experience. The positive internal and external feedback has been overwhelming and once again highlights ABB’s ability to set benchmarks for the entire industry, including in the digital space.