Project focus
FLEXFY was at the beginning of its market launch – a groundbreaking technology, but with no completed projects to serve as references. How can the benefits of an invisible system be conveyed without built examples? Instead of relying on traditional product references, we developed a strategy that made the system’s value tangible. The focus was on clear use cases showcasing the system’s flexibility and simplicity: electrification without visible cables and maximum design freedom.
Key questions we addressed:
- How can the technology be explained in simple terms?
- Which (interior) architecture firms are the right target audience?
- What measures generate the greatest short-term impact, and what should be developed in the long term?
Our services
🧠 Strategy workshop: Together with the FLEXFY team, we conducted an intensive workshop to refine the product’s positioning and define initial measures. The goal was to better understand the target audience and clarify the product’s communicative focus. We also involved our hej.build Architecture Advisory Board: Chris Middleton, co-founder and managing director of Kinzo, and Martina Rahmfeld, interior designer and New Work expert, provided valuable insights on how FLEXFY could be communicated as an innovative solution in practice.
🎯 Strategy development: Based on the workshop, we developed a communication strategy with a step-by-step action plan that prioritized measures for maximum short-term impact and long-term market success. The plan included concrete recommendations for targeting relevant audiences and creating content that presents the product in a clear and compelling way.
»I have never received so much concrete input.« – Anja Schröpfer, Co-Founder FLEXFY
A milestone: FLEXFY wins the Hessian Founder’s Award 2024 🎉
FLEXFY doesn’t just impress technically – its clear vision also inspires, as shown by its recognition with the Hessian Founder’s Award 2024 in the category »Innovative Business Idea.« 👏
The jury praised not only the technology but also the potential FLEXFY offers for the architecture and interior design industry. This award is an important milestone, proving that the young company is on the right track.
About FLEXFY
FLEXFY is a startup born from an internal innovation competition at DAW SE – the company behind brands like Caparol. What began as a creative idea quickly evolved into an independent business model. The vision: rethinking electrification. With FLEXFY, electricity becomes universally available through walls, without visible cables or outlets. The system is flexible and magnetic, allowing lights, devices, and modules to be easily repositioned or adjusted at any time.
FLEXFY has already partnered with industry leaders like XAL Lighting, integrating high-quality lighting solutions into the system. Together, they are working to provide architects, interior designers, and lighting planners with innovative solutions for modern spatial design.
