Trust Needs Consistency
Strengthening t-online's position as an independent journalistic brand by reinforcing its editorial identity and gradually moving public perception beyond its historic association with Deutsche Telekom.
Focus
Brand Strategy
Brand Identity
Editorial Communication
Creative Direction
Challenge
Although t-online had established itself as one of Germany's leading digital news platforms, parts of its public perception were still shaped by its origins within Deutsche Telekom. The challenge was to strengthen the brand's independent journalistic identity and create a consistent communication system that reflected the credibility, relevance and quality of its editorial work.
Deliverables:
Campaign Planing
Growth Thinking
Creative Direction
Campaign integration
Media Planing
C-Level Consulting
Brandmanagement
Brand Strategy
Branding
Outcome
A more editorial brand identity, a distinctive visual language and a differentiated tone of voice strengthened t-online's journalistic positioning. This helped clearly distinguish the brand from competitors such as Bild.de and WEB.DE while reinforcing its perception as an independent and trusted news platform.
Teaser Campaign
Campaigns
Studio
Soundlogo & Brandmusic
