GIZ-
deutsche Gesellschaft für internationale Zusammenarbeit
- Brand Development for the Global Leadership Academy
- The same GIZ but completely new
- Flyers and Broschures
- Single-Page and Blog
YEAR
Consulting and concept development
Brand Development for the Global Leadership Academy
Task:
To develop an international brand for the Global Leadership Academy
The Global Leadership Academy is a programme offered by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) on behalf of the German Federal Ministry for Economic Cooperation and Development. It offers a range of interdisciplinary and practical opportunities for those in positions of responsibility in politics, business and industry, science and civil society to improve their innovation and leadership skills. The brief here was to expand views, change perspectives, initiate necessary adjustments and bring about systemic change. The agency therefore looked to Einstein’s statement, “We cannot solve our problems with the same thinking we used when we created them”, in its approach.
Realisation:
Alongside the traditional methods of brand development, DIE PR-BERATER took on an innovative and creative approach to develop the strategic principles.
Kicking off the brand development process was a strategy workshop held jointly by the agency and those responsible at the Global Leadership Academy. Based on the results of the workshop, DIE PR-BERATER developed the strategic principles for communications that would position the brand in the international competition.
Before presenting the strategy concepts, DIE PR-BERATER turned to its international network to discuss the various approaches with managers in China, Egypt, Spain and Russia.
Design
The same GIZ but completely new nonetheless
Task:
To develop a logo and claim for the Global Leadership Academy
Realisation:
The challenge of developing the corporate design was to create something completely new but at the same time retain the connection with the parent organization GIZ. The agency’s solution made use of the colours and font style – both of which reflect the connection – while the form and content of the brand make a clear distinction between them and stand for independence and high recognizability.
To reflect the Global Leadership Academy’s role as initiator of this change, DIE PR-BERATER developed a “moving” logo that, depending on the context, can be animated or used in various manifestations on different print products. The different layers of the logo represent the different levels of a system. Each level moves, constantly forming new shapes unthinkable, impossible even, without the movement. These new formations represent new perspectives, opportunities, potential, and much more besides.
The structure and colour scheme of the logo simultaneously make it unique and immediately recognizable at any time and in any manifestation.
Publications
Flyers and Broschures
Task:
Concept, editing, layout and production of publications in the new Global Leadership Academy corporate design
Realisation:
DIE PR-BERATER took the brand as the basis for developing an independent concept for Global Leadership Academy publications. They included a flyer and a brochure containing general information on the programme and specific information on the work of the Global Leadership Academy. The challenge in designing these media was to respect the conventions of the corporate design of the parent organization GIZ but at the same time develop an independent and brand-making design. The agency was also entrusted with the production of the publications. Here, DIE PR-BERATER paid special attention to the choice of paper, which was to reflect the high standards of the Global Leadership Academy brand in both texture and print. The result was a reduced design that fits smoothly into the “GIZ family” but stands out nonetheless.
Digital
Single-Page and Blog
Task:
To create efficient internet pages for different Global Leadership Academy projects
Realisation:
The Global Leadership Academy undertakes diverse international management development projects in cooperation with highly respected partners. Among them are the Nelson Mandela Foundation, the Deep Democracy Institute and the Presencing Institute. DIE PR-BERATER implemented various marketing activities for these projects, referred to as “Labs”. For both, the Urban Innovation Lab and the Global Wellbeing Lab, the agency created online presences, demonstrating that digital solutions can be implemented extremely efficiently. In the case of the Urban Innovation Lab, the main task was to publicize the project to the outside world. The agency therefore developed a single-page solution based on a freely available template, to which DIE PR-BERATER added a number of functions and above all a maintainable backend. The site www.urban-innovation-lab.com delivers information to potential participants on all the important details of the programme and through its layout and design underlines the innovative nature of the project. In the case of https://globalwellbeinglab.com/, it was chiefly a matter of offering participants a platform for documentation and dialogue. The agency therefore took a blog template as the basis and made various modifications to optimize and adapt it visually.