A concise brand for a complex
group of companies. The powerful central idea is reflected
in the entire brand identity of Mediengruppe Oberfranken (mgo).
Media group Oberfranken - Brand relaunch
Brand activation and implementation
Styleguide on the mgo intranet
Together with the client, we developed a clear brand architecture and translated it into a flexible design. »We potentiate potentials« is the powerful key idea for the entire brand creation. This »potency« is used 100% consistently and stringently in the communication and is evident in the entire brand presence.
Mediengruppe Oberfranken (mgo) is a multimedia company with around 1,200 employees and more than 50 brands. The biggest challenge in terms of brand strategy was to work out the strength and advantages of a powerful common denominator - the umbrella brand architecture - and to take all individual brands along with us in this process.
The target groups and communication events are just as diverse and dynamic as the mgo. The task was to develop a concise and uniform brand for the complex group of companies that would motivate internally and have a high impact externally.
Our idea: We create open spaces for the individual brands in which they can develop independently under the common brand umbrella. To this end, we provide them with creative inspiration and a flexible design system.
Cooperation is the central value within mgo. Everyone benefits from the performance, knowledge and experience of others. Not only do these synergy effects make each individual better, but they also create a joint identification with the company.
Based on this, we developed the key brand idea: Potentiate potentials. This is not only expressed in the high-profile logo design but is also visible at all points of contact: through communicative headlines, on websites, in magazines, on posters and giveaways.
Activation & implementation
One group, lots of momentum
In the brand process, all employees were systematically involved at an early stage through interviews, ongoing information and workshops.
As a result, the entire brand family is equipped with differentiating design codes that are used consistently along all touchpoints, media and channels in line with the powerful umbrella brand.