Cannes Lions

We make small champions.

SERVICEPLAN GERMANY, Munich / SCANSONIC HOLDING SE / 2019

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Overview

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Overview

Background

Scansonic Group is a network of highly specialized industrial companies in Berlin - the ´small champions`. Their group DNA consists of two supposedly opposite poles: Berlin and cutting-edge technology. The challenge: How might we signify their culture and origin in a new brand identity and declare Berlin self-evidently the industrial hotspot?

Idea

We achieved this by developing a new name: Berlin.Industrial.Group – B.I.G – and a new claim “We make small Champions”. Both challenge the cliché of industry-weak Berlin.

Execution

We also defined a new tonality - ‘High technology’ with ‘Berliner Schnauze’ (Berlin dialect) – and designed a logo, which works as a visual technology abstract: Solution-driven: the logo adapts to any space. Intelligent: the communication of B.I.G. is divided into three categories: ‘Berlin’, ‘Industry’ and ‘Group’. The letters of the logo interact dynamically with the content of the brand communication. The logo turns into a topical labelling system. Precise: the three letters of the logo are always combined thus symbolise the brand network.

Outcome

The new brand appearance was rolled out on a 360 ° scale. It successfully attributed Berlin with the label ‘cutting-edge technology’ without taking the city’s famous quirkiness away. B.I.G.’s staff truly identified with the company’s new identity, contributing to its authenticity and individuality with their own socially captivating imagery. Its design is innovative, abstract yet human – but most of all it communicates one thing: “high technology made in Berlin”.