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Potentiate potentials

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

Multimedia company 

Brand development 
Brand architecture 
Brand positioning 
Internal communication 
Corporate design 
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. 


Brand development

Many individuals. 
One identity. 

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. 

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Brand idea

Potentiate potentials 

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. 

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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.

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