Halder is German private equity firm and trusted partner for Mittelstand companies in the DACH region since 1991. They are a responsible investor with a deep understanding of Mittelstand companies, the DACH region as well as succession situations.


Corporate Website Design and Development

Chaos re-designed the website from the ground up - creating user journeys focussed on Halder's key audience - succession businesses looking for investment. The new website makes it easy for all audience types to find the information they are looking for, while staying true to Halder's new branding. Lastly, the new site helps Halder stand out amongst its competitors and peers, through a distinctive, and modern website design and build.

Christian Muschalik, Partner and Managing Director of Halder:

Working with Chaos is fresh and creative without lacking professionalism.

Our aim was to communicate our company DNA and approach of doing business.

We are proud to see the results looking at our new website and branding. Chaos did a fantastic job and we would not hesitate to highly recommend them. Thank you for the superb work and support from you & team to introduce the new Halder!

Brand Strategy

Brand Strategy

Halder wanted their Brand DNA to reflect their 30 years of growth. The company has transformed into a forward-thinking private equity firm that has a strong, innovative team. Their previous brand DNA was outdated and not representative of the organisation they are now.

Through extensive workshops with key members of the Halder team, Chaos formulated a brand DNA that perfectly encapsulates the Halder personality, vision, principles, and mission. The dynamic go-to market proposition, Unique businesses, deserve unique investment, speaks directly to Halder's primary audience - unique DACH Mittlestand businesses in succession scenarios.



The Brand Strategy helped to inform the direction of Halder's new identity and look and feel. Their old identity was anchored in the past and typically corporate, not reflecting the company's forward momentum, energy and unwavering commitment to Germany's Mittelstand companies.

The new brand identity is inspired by the concept of championing Mittelstand through the use of a flag/emblem as the brand mark. To help Halder stand tall in their marketplace, Chaos created a distinct visual language using reflection and refraction to help illustrate the new brand proposition - "Unique businesses, deserve unique investments."