We were commissioned to develop a new positioning and fresh identity for Blau, a brand of Telefónica Germany. The new identity needed to be modern and disruptive, and help the brand stand out in a highly competitive field. It would be rolled out across all touchpoints along with a new, simplified tariff portfolio.

Confident, authentic, direct and always with a charming wink and human touch – that’s how Blau speaks and behaves. The new identity works both static and animated to deliver a dynamic brand presence across all platforms.

We delivered an extensive guidelines document for implementing the brand across all touchpoints: from print and online to 3D-applications and various interactions for both employees and customers.

We also created a brand book for all Blau employees to help them experience and identify with the new brand by making it more tangible and tactile. The book includes fundamental brand principles as well as inspirational and playful interactions. It comes with a highlighter to encourage personalisation.