Evoq launches new brand platform for Unitymedia
With the relaunch of Unitymedia BrandNet, Evoq has developed a smart tool for the telecommunications company that encourages agencies and employees—including those outside of marketing and communications—to engage with the brand and work together to move it forward.
The new corporate identity launched in 2017 set new standards for the Unitymedia brand. More flexibility. More relevance. More fun. A claim that agencies and employees should internalize and implement at the various touch points.
To this end, Evoq implemented an intelligent brand platform that facilitates everyday work and at the same time inspires a creative approach to the brand. "The days of brand policemen writing rulebooks by the meter are over. Today, it's the holistic brand feeling that counts," says Thorsten Träger of Unitymedia. "In addition, especially internally, the transparent handling of all information around the brand is important. From positioning to design. Other highlights of the platform are the personalized cockpit, the numerous multimedia examples, direct downloads and explanatory videos."
In order to ensure a consistent brand presence despite the many new freedoms, various working tools are also made available on the platform. From the briefing template to target group segmentation and image concepts to the quick brand check, everything can be accessed directly in one place. In addition, there is ongoing CI support, which assists agencies in particular with conceptual and design issues. A support team set up specifically for this purpose provides feedback within 24 hours and is on hand to offer help and advice.
For André Schloemer, the platform is a milestone. "Always on: Digitalization is changing everything at the moment. Right now, brands have to wake up and take on a lighthouse function to offer customers orientation. Consistency is the magic word. And this is exactly where the platform comes in and delivers real added value for consistent brand management." This is also noticeable in the user figures. For example, the average time spent on the site has already more than doubled.
Responsible at Unitymedia: André Schloemer, Senior Vice President Brand & Corporate Communications; Thorsten Träger, Brand Experience Management. Responsible at Evoq: Oliver Weibel, Dominique Banschbach (concept, consulting); Susanne Pfäffli (text, concept), Sara Streule (design direction); Corinne Brunner, Amanda Fuchs (design); Marcel Marty, Beatrice Burkart (programming, technology).
