September 27, 2021 New Brand Experience for Sonepar

Aperto developed a new digital presence and a contemporary corporate design for the global B2B market leader in electrical wholesale

With the latest technology and a fresh design, Sonepar is positioning itself as an innovative market leader in electrical wholesale. Together with Aperto as its strategic partner, a new corporate website and a modern corporate design that will arm the brand for the digital age and differentiate it in the market have been created. The digital agency Aperto, part of IBM iX, was responsible for the concept, design and development of the new website based on CoreMedia. Beyond the digital channels, the agency also developed a completely new look and feel for the international brand.

"We want to offer our customers a completely consistent buying experience, online and offline. After all, a seamless customer experience is increasingly important in the B2B sector and strengthens brand perception as well as customer loyalty," says Dirk Feller, Director Communications Sonepar Central and Nordic Europe. To achieve this, the Aperto team redefined the brand's appearance.  

A new menu structure provides an easier overview of a variety of topics, offers and services. In the redesigned service area, users can now find all Sonepar services and solutions available in Germany, sorted by day-to-day business needs. Overall, the website is now easier and more intuitive to use – on the go via smartphone or tablet as well, of course.  

In conjunction with the relaunch of the digital presence, a completely new corporate design was also created. The new look is based on a highly flexible design system that can be applied to all media - especially all digital channels. For the roll-out and practical use, the Aperto team developed a global brand portal where all information, guidelines and materials are available. In addition, brochures and advertisements were designed and implemented for Sonepar in France and Switzerland.     

"Driving and shaping brand development for an internationally positioned company like Sonepar is an amazing challenge. In this project, we were able to combine our team's broad experience design and branding expertise with our digital corporate communications know-how," says Katja Klüh, Executive Director at IBM subsidiary Aperto.    

"Central to the corporate design is a broad primary colour palette and creative use of the very distinctive and powerful ellipses of the Sonepar brand. The new branding translates the elliptical shapes into a colourful and strong visual system that can be applied flexibly to all media and will make Sonepar stand out among the competition," says Lukas Bezler, senior creative director at the IBM iX Studio in Berlin.  

The digital agency and IBM subsidiary Aperto has been supporting Sonepar in various digital as well as corporate design projects since 2018.   

 View the new corporate website here:  



About Sonepar  

Sonepar is an independent family-owned company and global market leader in B-to-B distribution of electrical products, solutions and related services. Through a network of 100 brands in 40 countries, the Group has the ambitious goal of being the first global B-to-B electrical wholesaler to offer a fully digitalized and synchronized omnichannel experience to all its customers. With the expertise and passion of its approximately 45,000 employees, the Sonepar Group generated revenues of €23 billion in 2020. Sonepar supports its customers in its subsidiaries, during customer visits, by phone and online - wherever and however needed. Sonepar's goal is to become "La Référence" - the benchmark in electrical wholesale. More at:    


Sonepar in Germany  

In Germany, Sonepar supports customers from trade, craft and manufacture with high-quality products and systems from its partners, coupled with customer-oriented and innovative services. Whether cables and wires, electrical installation material, illuminants, power tools or special assortments such as house, satellite or automation technology: More than 100,000 stock items are waiting in the Sonepar online store, and a further 400,000 can be ordered within a very short time. The team is driven by a passion for individual solutions and focuses on the needs of customers. More than 5,000 employees at around 200 locations across Germany enrich Sonepar with their skills, competencies and personalities. Sonepar, today and in the future, designs individually fitting product solutions, digital services and much more. More at:   


About Aperto - Part of IBM iX  

Aperto is one of Germany's leading digital agencies and has been part of the global IBM iX agency family since 2016. Founded in 1995, Aperto now offers strategy, creativity and technology from a single source. The team of over 400 employees develops marketing and communications solutions as well as new products and business models for digital transformation. Under the IBM umbrella, clients also have access to pioneering services and technologies. With offices in Berlin and Zürich, the agency serves clients such as the German Federal Foreign Office, Baloise, Barmer, Berlin-Chemie/Menarini, Berliner Verkehrsbetriebe, the German Federal Government, the German Armed Forces, Coca-Cola, Hyundai, Migros, Sparkasse, Siemens, TAG Heuer and Volkswagen. More at:    


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Nicole Ruhl, Marketing & PR
Aperto – An IBM Company
Chausseestr. 5
10115 Berlin
+49 30 283921­-268