FROM BRAND TO EXPERIENCE
Susanne Schluckebier, Brand Vice President at Unitymedia
«Our brand positioning and corporate design work hand in hand. The new CD is just fun, constantly reinventing itself and highlighting our individuality.»
A CD refresh in line with our new brand positioning.
We conceived and assisted in the formation of a new brand identity and campaign for this telecoms company (which, incidentally, serves more than 12.9 million households across Germany) by developing a new corporate design. The result? The Unitymedia brand has been transformed into an experience.
Far from being satisfied by the status quo, the new corporate design has transformed the brand into a program/experience. Everything is called into question as a means of generating surprise, enthusiasm and inspiration. But above all, to offer the customer added value. The new design reflects the new brand positioning with a colourful world that is varied and surprising in a way that never ceases to amaze. To achieve this, a diverse tool-kit of design elements was used.
Unique, cliché-free visuals tell stories from the lives of Unitymedia customers. What moves, affects and motivates them. The colour twister, the most important creative tool, cements the new design as a decidedly dynamic and flexible element and, together with the logo, boosts the recognisability of the brand.
The motto for the internal brand launch is ‘Challenging the status quo’. Since such paradigm shifts do not happen overnight, a key step was to get employees on board and generate motivation. A starter box incl. a brand booklet and brand calender offered an opportunity for staff to experience the new brand “live” for the first time.
A strict set of rules, the new CD guidelines are not. They offer flexible framework conditions which allow brand users to quickly embrace new circumstances and to avoid repetitiveness. However, the approach to this has to be learned. This is why we provided them with the relevant training during the transition phase. We also run the CD hotline: a point of contact for any questions relating to the new CD as well as release point for corresponding measures.
This service also includes the evoq labs-developed BrandNet – another important CD station: the website is an online library with a bright everything-is-possible vibe where all assets, templates, colour pallets, image databases etc. are available for download.
New internal and external brand positioning.
Brand relaunch with consistent implementation of brand elements.
CD training and hotline
3D element design