Continental Tires is a global leader in the tire industry, synonymous with top quality and innovation. As part of the global Continental Corporation, a leader in the automotive and tire industry, the company combines technological expertise with a long tradition of developing and manufacturing high-quality tires. Continental Tires attaches particular importance to the safety, efficiency and environmental compatibility of its products and strives to shape the mobility of the future through continuous research and development. With a broad product portfolio ranging from passenger car tires to truck tires and specialty tires, Continental Tires serves customer needs around the world and sets standards in quality and performance.
The challenge
Complex processes creatively presented
Complex production processes are not uncommon in tire manufacturing, and presenting these processes in a way that is understandable to laypeople poses a particular challenge. Continental Tires was faced with the task of comprehensibly visualizing the production process of dandelion rubber, an innovative material used in tire production. The project’s aim was an infographic that was not only technically precise, but also understandable and appealing to a non-specialist audience. The infographic not only had to be convincing in terms of content, but also visually appealing so that it could be used in presentations, press releases and for social media platforms.
Our solution
Innovation through illustration
To present the complex production process of dandelion rubber in an understandable and appealing way, we opted for a creative approach: displaying the process steps as comic illustrations. Working closely with Continental Tires, we selected the key steps – breeding, cultivation, harvesting and pre-treatment of the dandelion root – and reduced them to the essentials. These steps were then outlined as simplified comic illustrations to ensure a clear and uniform presentation. After carefully crafting and coloring these illustrations, the final infographic was created in line with Continental’s corporate design. In order to appeal to a broad target group, we produced the infographic in two language versions. This approach not only resulted in a helpful infographic, but also inspired the creation of a series of further informational illustrations for use on social media, communicating Continental Tires’ message in an engaging and understandable way.
