From INN-puls to innpuls Repositioning a Brand
About innpuls
As a 360-degree consultancy for innovation projects and funding, innpuls supports its customers from the initial evaluation of an idea, through selecting the right funding and submitting the application, all the way to the efficient management of the funding. Innpuls advises tax-liable companies in Germany as well as research institutions.
The funding focus areas are the research allowance, the Central Innovation Programme for SMEs (ZIM), SME-innovative, as well as federal-state-specific funding measures.
The company’s attitude? Behind every successful project is a strong vision—and with innpuls, the right support to make it a reality. innpuls has already supported numerous companies and researchers on their path from idea to implementation: the company can point to more than €120 million in acquired funding with a success rate of over 90%.
Challenge and goals
Founded in 2019, the company innpuls has, in recent years, recorded not only customer growth but also growth within its own ranks. This change was to be supported by a strategic brand repositioning. The goal was to adapt external and internal communication to the new conditions and to align the 2019 brand with the company as it stands in 2025.
Measures
The collaboration with innpuls covered various areas in order to implement a holistic repositioning.
Corporate Identity
In enger Zusammenarbeit mit innpuls wurden die Vision und Mission neu definiert und formuliert. Zudem wurden die Kernwerte des Unternehmens ausgewählt, die im Zentrum der internen und externen Kommunikation stehen. Ein elementarer Bestandteil war die Namensänderung von INN-puls GmbH zu innpuls GmbH unter Beachtung vielseitiger Kommunikationsaspekte.
Corporate Design
In addition to the corporate identity, the corporate design was also redesigned. In line with the new name, a new logo was created and the corporate colors were defined. Furthermore, the “innpuls fonts” were defined and illustrations were adapted to the corporate design. Finally, the developed assets were documented in a brand manual. In addition, materials through which the corporate design is communicated externally were adapted, e.g.: the company presentation, MS Teams backgrounds, or business cards.
Content-Production
In particular for external communication, an extensive corporate photo shoot was carried out in order to translate the defined values, visions, and missions into visual worlds. The resulting materials can be used for a wide variety of communication channels.
In addition to photography, video material was also recorded as part of content production, which served as the basis for an image showreel. This was again aligned with the defined corporate identity. The showreel communicates in a creative way innpuls’s motivation in the context of funding and its impact on business locations.
Website
The existing innpuls website initially served as the basis for creating a complete sitemap. All content was captured there and subsequently subjected to a detailed analysis. This was followed by the UX concept.
The existing innpuls website initially served as the basis for creating a complete sitemap. All content was captured there and subsequently subjected to a detailed analysis. This was followed by the UX concept.
Content creation was closely coordinated with innpuls, particularly in technically demanding areas such as the FAQ section or the success stories, which required detailed specialist knowledge and customer insights. All content consistently followed the defined corporate identity and was supplemented with additional materials from content production.
In parallel with content creation, the UI design was developed, based on the newly developed corporate design. In close collaboration with innpuls, the design was continuously refined and regularly reviewed for accessibility in accordance with WCAG standards. After the design was completed and approved, the technical implementation began.
In addition to a workshop that focused on the goals and the target audience as well as the comprehensive structure and content of the LinkedIn account, recurring LinkedIn formats were and are being created that are geared toward innpuls’s communication objectives. In addition to creating copy, visualizations were developed that align with the corporate identity.
External and internal communication of the repositioning
Communication of the repositioning initially took place internally, namely through comprehensive awareness-raising as well as the distribution of merchandise items. External communication was carried out through physical mailings to customers and service providers, offering an exclusive opportunity to book an immediate appointment for a further consultation. Public communication began with the launch of the website and the activation of the LinkedIn account.
Results
Consistent presentation across all channels
Through the consistent alignment of the communication platforms, a holistic overall image could be conveyed, which has a positive effect on brand perception.
Successful organic growth on LinkedIn
Organic follower growth of 17.1% was achieved within one month after the launch. Along with this, significant increases were also achieved across the entire channel in impressions, reactions, and engagement.
Successful launch of the innpuls website
The website impresses with excellent performance values: it achieves around 98 points in the Google Lighthouse test on desktop and, even on mobile devices—despite a demanding video header—scores around 90 points.
Since the relaunch in mid-March 2025, an impressive increase in all relevant KPIs has been recorded: the total number of sessions over a 90-day period rose by almost 85%, while sessions with interactions increased by more than 120% thanks to optimized content and clear calls to action.
In parallel, the engagement rate climbed from 54% to nearly 65% (+11 percentage points), indicating significantly stronger user retention. Particularly noteworthy is the average interaction duration per session, which rose from just under 2 seconds to around 90 seconds—an increase that compellingly demonstrates the relevance and quality of the new content.
Stable foundation for communication measures
Consistent communication and external perception create a stable foundation for future communication measures. In this way, the strengthened vision and mission as well as the company values can be communicated through a holistic communication strategy via a variety of channels.
Conclusion
The close and holistic collaboration between innpuls and Wilde & Partner Communikations has shown how a strategically well-thought-out brand repositioning both strengthens internal identification with the brand and sustainably improves external perception. Through a consistent corporate identity, modern content production, a user-centered website, and targeted measures on LinkedIn, innpuls was positioned as a competent, future-oriented partner in the field of innovation funding. The clearly defined vision, mission, and values create a stable foundation for future communication measures—and strengthen the innpuls brand as a trustworthy authority in a dynamic environment.
