ConcordiaBrand strategy, corporate design relaunch and digital brand management

Brand strategy
Umbrella brand concept
Corporate design relaunch
Optimization of word mark
Development of logo
Design of brand codes
Design principle
Typography and icon systems
Corporate language
Digital brand portal and guidelines
Visual communication and
Design of touchpoints

Brand strategy, corporate design relaunch and digital brand management

How does an insurance company remain personal and trustworthy when everything is becoming more digital and technological? How do you demonstrate reliability in the face of increasingly diverse customer needs? Concordia faced a central challenge with these questions: to make a strong stance visible and tangible and to clearly position the brand.

Together with wirDesign, the brand was not reinvented, but developed further in a targeted manner. The starting point was working on the brand identity and the clear positioning: "Our community is your protection." Mutuality is not understood as a historical principle, but as an active, future-oriented value.

The result is a brand that combines collective responsibility with individual proximity – credible, modern and distinctive. Today, Concordia shows what it stands for: not just for insurance, but for the feeling of being supported.

Community since 1864 - protection for today and tomorrow.

Simple, direct, connectable - a brand that provides orientation.

In a world of growing complexity and high digital expectations, Concordia is rethinking its brand. The visual identity consistently focuses on clarity, scalability and accessibility. Concordia positions itself as a blue brand – bold in appearance, friendly in tone. The design combines modernity with individuality. A separate icon set, specially developed typography and a reduced brand logo create a consistent appearance – flexible in use across all channels. The design expresses a clear stance: no sensory overload, no technical exaggeration. Instead, Concordia communicates clearly and precisely. This creates trust – and a brand that makes its core characteristics visible: personal, lively and sincere.

»Together with wirDesign, we have strategically sharpened our brand and translated it into a design that creates clarity and provides orientation both internally and externally. It strengthens the trust of our customers, differentiates us in the market and helps us to attract new employees. In short, it helps us to be and remain successful. The brand is our promise, which we keep every day - we are now making this promise fit for the future with wirDesign.«

Juliane Gerstenberg
Specialist Brand & PR Concordia

Optimistic, warm, credible - imagery for tomorrow.

While the industry often communicates in an abstract, distanced and formal way, Concordia deliberately takes a different approach. The imagery shows people in real situations, looks ahead and remains approachable and authentic. The design is not idealized, but empathetic. In this way, Concordia makes it clear that insurance is not a product of fear. It creates confidence, opens up freedom of action and supports life planning. The brand becomes an emotional space of resonance – not through pathos, but through conviction. In an industry in upheaval, Concordia shows an alternative model: insurance that not only works, but connects.