The brand portal of Generali Deutschland
CRENEO supports Generali Deutschland in brand management and brand maintenance. In addition to fixing further guidelines, such as the use of a group anchor, all brand design parameters were bundled and implemented in a specially developed brand portal.
CRENEO accompanied this extensive process in Germany over several months and implemented the new corporate design guidelines and developed customised solutions for design areas that had not yet been defined. On the company side, many questions arose during the course of the brand redesign regarding the implementation of the new design rules.
CRENEO worked with the client in small sub-projects to develop the respective solutions to these and other questions.
How is the basic design concept applied to Generali Investments Deutschland?
Is there a central source of information with all the essential specifications of the new corporate design that allow in-ternal and external stakeholders to access?
How is the affiliation of the individual Group brands that do not use the Generali logo made clear visually and verbally to the Generali Deutschland Group?
Concept, design and programming of a brand portal
All brand information is bundled in the brand portal. Access facilitates the targeting of frequently requested content. The content can be easily updated or modified via a specially developed CMS system.
The corporate anchor
In order to communicate more strongly the affiliation of the individual product brands to the Group, a corporate anchor was developed in visual and verbal form and the corresponding handling of the same was documented.