Brand relaunch with clarity and ease
CLIENT
IWW Institut
SERVICES
Brand style development
INDUSTRY
economic knowledge
Success at a glance
After more than a decade, the IWW brand underwent a fundamental repositioning. The result is a uniform brand world that seamlessly combines print, digital media, and internal communication. The relaunch met with a strong response within a very short time — both among employees and external target groups. Today, IWW enjoys greater visibility, a consistent image and palpable enthusiasm throughout the entire team. At the heart of this is the brand promise to convey “practical knowledge in a nutshell” – a clear guiding principle that shapes the new brand identity and underpins both the content and visual appearance.
The challenge: Summarizing practical knowledge
The IWW publishing house was already well established for its sound practical knowledge. However, over the years, the brand had lost some of its clarity: topics seemed unwieldy, publications overloaded, and the brand experience was inconsistent. The challenge was to retain technical depth but translate it into a new, modern language and visual presence that radiated lightness, generated trust, and could be applied consistently both internally and externally.
Our approach: lightness as a strategic anchor
We defined “easy” not merely as a stylistic device, but as a guiding principle in terms of content: comprehensibility, reduction, accessibility.
Key steps:
- Stakeholder & target group analyses — internal workshops, interviews, surveys
- Positioning & Claiming — Development of core messages, tone of voice, narratives
- Style guidelines & design framework — visual guidelines: logo, color scheme & design language, iconography, imagery
- Translation in media — publications, web, presentations, internal formats
- Change & Internal Buy-in — Training, Support, Tools & Guidelines
This is how we ensured that the relaunch was not just superficial, but had a holistic effect.
From strategy to experience
Each building block was designed strictly in line with the guiding principle of “easy”: no unnecessary complexity, clear visual language, inspiring and easy to use. Our cooperation included the following services:
- Brand style & identity
- Corporate Templates & system: Standardized templates for print, brochures, presentations
- Website redesign
- Editorial relaunch: Transformation of key publications
- Internal communication & workshops
- External brand communication: key messages, campaign ideas
- Supporting materials & guidelines
The relaunch has made IWW relevant again, both internally and externally. Today, the brand presents itself in a clearer, more consistent, and more professional manner. Employees and stakeholders alike are enthusiastic about the new look, which makes complex content easier to understand and access. Across all channels, a consistent brand experience is created that builds trust and provides guidance.
Thanks to the new visual and content clarity, IWW has succeeded in differentiating itself more strongly in the market and building a sustainable brand platform that continues to grow. Thanks to the strategic guiding principle of “easy,” a wealth of content has been transformed into a tangible brand—one with charisma, relevance, and value.
Thanks to the new visual and content clarity, IWW has succeeded in differentiating itself more strongly in the market and building a sustainable brand platform that continues to grow. Thanks to the strategic guiding principle of “easy,” a wealth of content has been transformed into a tangible brand—one with charisma, relevance, and value.
“I would like to thank IDEENHAUS for the excellent collaboration, the results of the brand style relaunch and the tremendous support during our brand experience day. Working with IDEENHAUS is always a great pleasure!”
Dirk Holzberg
Head of Marketing & Sales,
IWW
