How bold design is changing the face of a conservative industry for good
Media release
Stuttgart, 12.12.2024 – Stuttgart-based agency Coool has won the German Design Award 2025 for the relaunch of the website of GMH Gruppe, Germany’s leading company in sustainable steel production. The project sets a new standard for how transformative storytelling and design can advance climate transition pioneers in traditionally conservative industries.
The website immerses visitors in the positive, future-oriented spirit of GMH Gruppe’s #GreenSteelPioneers movement. From the first moment of visiting the website, the visual language and gripping narrative convey a powerful message: green steel is not just a necessity for a sustainable future – it’s an opportunity to reinvent an entire industry.
“Our task was to translate GMH Gruppe energy and confidence as green steel pioneers into every element of the design,” says Tobias Kollmann, founder of Coool Agency. “For us, the challenge was clear: how can you make steel and sustainability exciting in a B2B context? Our solution was to combine a bold, progressive design with a compelling narrative that positions GMH Gruppe as a pioneer of a green industrial future.”
The new website breaks with the conventions of B2B communication by creating an experience that is both visually appealing and informative, highlighting GMH Gruppe’s role as a key player in the global sustainability transition. Every detail is designed to activate specific target groups – such as the Green Steel Calculator, which allows users to immediately see how sustainability pays off for them: a “sustainable business case” in one click.
“What impressed us most about working with Coool was their understanding of our values. Both our companies are committed to sustainability, so it was easy for the agency to capture our core messages and communicate them effectively,” explains Luciana Filizzola, Director of Sustainability and Communications at GMH Gruppe.
“The new website expresses the best of our sustainable core, our pioneering team spirit and the quality of the steel we deliver day after day. It highlights the key messages we want to share with our customers, partners and employees.”
LUCIANA FILIZZOLA
By positioning itself as #GreenSteelPioneers, GMH Gruppe is supporting industries in Germany, Europe and worldwide in the transition to a future that combines industrial progress with climate responsibility. A shining example of German entrepreneurship with sustainability at its core.
This award recognizes the Coool Agency’s ability to combine design with purpose and show that even the most traditional industries can change their face through compelling, forward-thinking design. The project will take its place in the Winner Gallery of the German Design Award 2024 as a creative benchmark in B2B communication.
Downloads
Case
About the Coool Agency
Founded in 2022, the Stuttgart-based Coool Agency is known for its innovative approach to storytelling, which combines strategic communication with excellent design to drive the sustainable transformation of industries. Their work transforms complex sustainability stories into inspiring communicative experiences, setting new standards in B2B and B2C communication.
About GMH Gruppe
GMH Gruppe is a full-range supplier of steel as a primary material, melted from scrap, through to ready-to-assemble components. It is one of the largest privately owned metal processing companies in Europe. The group includes more than 15 medium-sized production companies in the steel, forging and casting industries, which are represented in over 50 countries. With around 6,000 employees, GMH Gruppe generates an annual turnover of around two billion euros.
GMH Gruppe is a pioneer in sustainable steel production and has been accepted into the “Association of Climate Protection Companies”. Based on the recycling of scrap metal, the company produces green steel and thus makes an important contribution to the circular economy. The use of electric arc furnaces at four locations reduces CO2 emissions by a factor of five compared to conventional blast furnaces. This also reduces the CO2 footprint of the customers supplied by GMH. These include companies worldwide from the automotive industry, mechanical and plant engineering, railroad technology, power generation, transportation logistics, aerospace, agriculture and construction machinery. GMH Gruppe has set itself the goal of being completely climate-neutral by 2039. Further information on www.gmh-gruppe.de.