Creative / Art / Team / Digital Lead, 2010-2013

Für den ASB entwickelten wir eine Kampagne, die dank eines eigens entwickelten Online-Tools fast vollständig individualisierbar ist und auf diese Weise den verschiedenen Bedürfnisse aller 239 ASB Gliederungen modular gerecht wird. 

Der ASB wird als zupackender, pragmatischer Arbeiter positioniert. Er ist da, wenn es darauf ankommt – keine Schnörkel, keine Dramatik. Kurz gesagt: Der ASB hilft hier und jetzt.

In this campagne we chose to work with ASB employers only. It was a difficult task working with all kinds of people ranging from children to very old gentleman, from SEOs to people with a mental disorder. The very natural and authentic look was created with the great help of Thekla Ehling, a great photographer.

The challenge was to establish a very characteristic and loud design language, as the client had to make impact without a big budget. Yet it had to be flexible enough to be able to be used on  an obituary notice.

The brand needed to be reduced to its most powerful characteristics. In everyday work we dealt with profesional designers as well as with secretaries. Therefore we developed a very simplistic way of using all the significant design elements. We promised that basic guidelines will fit on a 6 page DIN A4 liporello. And we kept our promise.