: : : URETEK campaign /// 2019 : : :

Keeping it at home

The briefing
URETEK is Germany's No. 1 for minimally invasive ground reinforcement, foundation remediation and concrete floor lifting.
The challenge: How do you make a highly technical and invisible product like foundation remediation emotionally tangible - and visually extraordinary at the same time?
The new campaign was to present URETEK not just as a problem solver, but as a preserving force - for everything that is important to people: home, infrastructure, safety.

The idea
"Preserving what grounds Us."
A powerful line that conveys security, intimacy, and meaning – and goes far beyond a typical product promise.
Because whether it’s a home, a road, or a runway – everything we use, love, or rely on depends on one thing: a stable foundation.

We translated this idea into a bold visual metaphor:
Floating islands, suspended mid-air as if by magic –
only it’s not magic.
It’s URETEK.

The implementation
Each visual in the campaign tells its own story:
- A modern house on a green island → Symbol of a personal home
- A runway with a jet taking off → Symbol of infrastructure, precision and responsibility
Together with the team, we developed a clean, high-quality design system:
- Central image compositions with lots of white space and focus on the core motif
- Clear color code in cyan, red and white - technical, precise, trustworthy
- [ZUHause bewahren.] as a recognizable header with branding bracket
The campaign was rolled out in print and digital:
- Trade magazines, advertorials and trade fair documents
- Social media assets and display ads
- Presentations & sales documents
In addition, we developed mockups & applications for brochures and magazines that elegantly transfer the imagery into business contexts.


The result
The campaign met with a strong response - both in the B2B segment and among customers and partners.
It communicates complex technology not through data, but through meaning.
And it makes visible what is normally hidden: That which supports everything.
A home. A runway. A promise.
URETEKpreserves what sustains us.

Client: Uretek
Agency: Venice Communications
Copywriter: Dirk
Concept & Art Direction: Ahmed Ghandour