T-ONLINE Brand & Campaign
In times of polarisation and disinformation, we need news platforms that take a clear stance and build trust – helping to strengthen cohesion in an increasingly fragmented society. What holds us together as a society is decency. Decency in how we treat one another, but also a quality that politics and the media too often fail to uphold. That is why we have made this value the core of the brand — both as an aspiration and as a promise: decent. informed.
How does a news brand communicate with its readers beyond the daily news cycle? The new communication design deliberately sets itself apart from the visual language of the news, while remaining clearly rooted in the brand world – ensuring strong recognition.
DOCUMENTARY FORMAT – FOR GREATER DEPTH AND AUTHENTICITY
As part of the collaboration with t-online, the short documentary “Questions of Decency” was created — almost as an experiment. The result is a film that doesn’t aim to explain, but rather to convey a sense of what decency means to many people today – filmed from the Baltic coast through central Germany all the way to the heart of Bavaria.
OMR LAUNCH EVENT
To kick off OMR in Hamburg, we quite literally took the newly developed design to the streets for the first time. While clients and colleagues sang together at the karaoke bar Thai Oase, each song was commented on live — projected onto the opposite building façade, of course in the new visual identity. The experience was complemented by custom-designed and written event assets such as drink menus, vouchers, song request cards, and more.
