Our challenge: Many Target Groups & One Brand
- We serve different target groups across valantic
- Target groups cannot be assigned to competence centers or divisions – there are overlaps
- Each division has common touchpoints with other divisions
- But still each division has its own area of activity and unique selling points
- Our growth, new technologies, business areas and user needs pose new challenges for the brand identity
- Efficient rebranding projects of new CC are problematic due to lack of clear design guidelines
- Job applicants and customers alike are irritated by many different designs on our external channels (web, social, ads)
The solution: A Liquid Brand Design
Design flexibly for specific target groups with distinct brand recognition through consistent visuals.
This means we offer tailored flexibility for specific audiences: Three design approaches enable distinct visual communication for various target groups and contexts.
- Route A: restrained | elegant | informative
- Route B: self-confident | activating | human
- Route C: dynamic | present | expressive
How to Choose a Route
The choice of the appropriate route depends on the target group, the touchpoint and the message.
Ask yourself
- Who do you want to address, who is your target group?
- How do you want to be perceived?
- In what context do you want to present?
These considerations should not play a role in the choice of route
- Which route do I personally like best?
- These designs are finally something different I could use.
- I don’t like orange/blue/purple.
When in doubt: Route B is always a good choice.
