Braun is well known for its legacy of craftsmanship and timeless design, shaving off old practices and complexities to make what’s never been made before. But to reach a younger audience, the brand had to transform its digital ecosystem. With “Braun: 100 Years,” we set out to evolve its digital presence and capabilities to reflect Braun’s commitment to craftsmanship —bolstering its credentials and reestablishing the brand as a player in contemporary design.

Through tailored content for cultural reach and relevance—powered by a best-in-class website experience—we went beyond simply adding digital expertise. Instead, we pushed for digitally centered brand building, creating one multi-dimensional narrative across the whole consumer journey.

More than just a one-time activation, “Braun: 100 Years” encompassed a holistic transformation that changed the Braun experience forever. Together, we built a digital first, multi-dimensional narrative across digital touchpoints, giving Braun a brand new look to attract a new generation.

Recognising the importance of Braun’s dotcom, we kicked off our brand building strategy with the development of a site that had an end-to-end narrative—including in-depth content and an interactive experience that allows users to discover the craft behind Braun’s products. Rather than fixating purely on products, we turned the lens toward people: both the brilliant minds behind Braun’s creations (their inspiration, drive and creative process) and the people who use them, reinvigorating Braun’s representation to better reflect racial and body diversity.

We powered product launches with attention-grabbing assets and artistic collaborations to broaden reach and relatability. Seeking to get the word out in fashion and popular culture, we partnered with Highsnobiety and American fashion designer Virgil Abloh, who reimagined one of Braun’s most iconic product designs—demonstrating functionality and art can live as one.

Turning the stories that matter into innovative experiences that drive impact, we further engaged new audiences and sharpened the brand’s design credentials in the contemporary culture.

To take Braun’s dotcom to the next level, we developed an interactive film website and multi-dimensional narrative that unfolds across three episodes—taking users on a tangible journey through the in-depth process of crafting Braun’s most premium shaver, the Series 9.

In addition to the cinematic experience, the site also included a razor-sharp guide that follows Braun’s design process and invites users to explore a 3D model of the shaver piece by piece. With these features, we highlight Braun’s hardware innovations in a way that’s engaging and allows users to truly get to know the product before they buy it.

For different product launches, we also took traditional media films and transformed them into fit-for-format content, turning three simple 30” ads into 180 assets that deliver a consistent narrative across the full consumer journey. For further impact, we rejuvenated the brand by infusing Braun with color, making it more appealing to Millennials and GenZ.

The combination of branded experiences like the interactive website, in-depth content and digital-first assets drives impact through a seamless and singular drumbeat. Through a narrative that captures the audience’s attention, we deliver experiences that are relevant to today’s audience and strike a lasting connection.

Braun’s holistic transformation paid off: since starting our collaboration, the brand saw double-digit growth within their category.