BRAND RELAUNCH OF BILD

Positioning, brand book, app, and campaign: The Brand Orchestra realigns Germany’s largest media outlet BILD for a digital future.

Together with Publishing Managing Director Donata Hopfen and key players from all areas of the BILD Group, The Brand Orchestra developed an overarching brand positioning that encompasses all BILD channels — print, Bild.de, mobile, and apps. Over the course of 12 months, this included numerous workshops, interviews, and alignment sessions.

All cornerstones of the overall brand are captured in a brand book titled “WIR” (“WE”) and a brand app with an integrated brand film. Both were also developed, designed, and produced by The Brand Orchestra. Every employee received a personal copy of the book and the app.

The Brand Orchestra supports the entire relaunch of the brand as a strategic partner — including an integrated communication campaign.