Branding: Reloaded.
A leading European IT group wants to bring its corporate design to life with sound and animation. We support with concept, production and templates that make implementation a breeze.
Bechtle, headquartered in Neckarsulm, Germany, is one of the largest IT service providers in Europe – and also the largest e-commerce company in Germany. The company's identity and culture are now carried to the outside world through strong branding.
Bechtle's corporate design is based on very factual basic principles. The brand department's wish: Bring the CD to life with motion and audio design!
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Bechtle is all about drive and creativity - the motion design is intended to express this.
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In an extensive workshop with all parties involved, we discussed the expectations and goals for the motion branding – but also went one step further. In order to find a basis for complex topics such as sound or animation, we developed a design tonality together with Bechtle, which clearly pointed us in one direction during the creation.
We were inspired primarily by the quarterly internal magazine update, which – like the corporate design – was developed by the Berlin agency waf.berlin.
The otherwise businesslike corporate design is brought to life in the magazine with creativity – graphically, typographically and photographically. The new motion design has a similarly creative feel and is very flexible in its practical application. All the motion elements we designed are shown as examples in an animated mood film:
Alongside the motion design, we created Bechtle’s audio branding. Here, too, the theme of digitality took center stage—represented in its simplest form by 0 and 1. On and off. True and false.
We selected a distinct sound for 0 and 1 and used the word BECHTLE written in binary code as the foundation. The resulting rhythm forms the basis of Bechtle’s brand music and all its audio applications.
In order to visually represent the topic of digitality, we have also visually adopted the stylistic device of binary code. In order to enable a wider design spectrum, we were inspired by interface elements learned from everyday digital life – loading bars, cursors, buttons – and abstracted these into the Bechtle design.
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Bechtle is a dynamic, employee-oriented company, which until now has mostly only been visible internally. The motion design carries this attitude to the outside. We prominently used the variety of colors that underlie the corporate design, thereby creating a colorful, versatile appearance.
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Bechtle’s daily business is to make the complex processes of IT simple for customers. The implementation of the motion design elements works according to the same principle and can be found in the programming of the AV templates.
Implementation.
Users can get creative here: Sizes, positions and colors can be changed - within a planned and safe framework. Problematic layouts, readability or speed are no longer a problem: the templates are programmed so that everything adjusts automatically.
The sensational response to sound and animation proves that usability plays a central role in the implementation of branding elements. Only if employees enjoy the daily use of the static, moving or sounding media, an implementation is successful.
