The “Klingspor DNA”
Feb 11, 2026
Klingspor, one of the world's leading manufacturers of abrasives, presents its new corporate reel. The approximately 90-second corporate film serves as a digital business card for the brand and conveys in a compact, visually powerful way what Klingspor stands for: decades of experience, global presence, the highest level of product expertise, and a clear commitment to quality, performance, and safety.Digital business card for all target groups
With its new corporate reel, Klingspor is responding to the growing demands of modern brand communication and offering a contemporary alternative to corporate presentations. The aim of the new format was to create a modern, entertaining, and internationally applicable moving image that works equally well on the web, in social media, at trade fairs, or in presentations—and that has an immediate impact.
Clear messages, strong brand DNA
The film is consistently aligned with the Klingspor brand promise and appeals to all target groups: existing customers, potential new customers, partners, and future employees. Especially in the face of international competition and the growing shortage of skilled workers, Klingspor is sending a clear signal that it is a modern global player and an attractive employer.
“With the new corporate reel, we summarize everything that makes Klingspor special in less than 90 seconds. The film shows our DNA: our experience, our global strength, and our commitment to setting standards in abrasive technology. At the same time, we are addressing new target groups and clearly positioning ourselves as a modern company and attractive employer,” says Christin Rabitz, Head of Marketing at Klingspor.
Modern storytelling instead of classic image films
In terms of content, the corporate reel covers everything from the company's long history and extensive experience to its global presence and wide range of products for almost all relevant industries—from metal, wood, and construction to transportation and energy. This is complemented by a comprehensive range of services, such as the Klingspor Training Academy, individual consulting, high-performance logistics, and a dense distribution network.
Stylistically, the film deliberately contrasts with classic, calm image films. Dynamic images, concise “we messages,” and rhythmic, drum-accented music provide tempo, orientation, and a high recognition value. The background music symbolizes Klingspor's claim to be the industry's pacemaker.
A clear statement for the future
With its new corporate reel, Klingspor condenses its brand message down to the essentials—clear, internationally understandable, and to the point. A film that shows what Klingspor is all about: abrasive experts with global strength and a clear focus on the future.
