THE CORPORATE DESIGN OF THE KRANKE KASSE by DDB Berlin for CITY BKK

Adsarchive » Design & Branding » CITY BKK » THE CORPORATE DESIGN OF THE KRANKE KASSE

THE CORPORATE DESIGN OF THE KRANKE KASSE

Pin to Collection
Add a note
Industry Insurance
Media Design & Branding
Market Germany
Agency DDB Berlin
Executive Creative Director Stefan Schulte, Bert Peulecke
Creative Director Ludwig Berndl, Dennis May, Oliver Hinrichs, Kristoffer Heilemann
Art Director Cathrin Ciuraj, Chan-Young Ramert, Lars Bu, Marian Grabmayer, Andreas Barhainski
Copywriter Edgar Linscheid, Res Matthys, Dirk Rothmund
Designer Tim Schmitt
Editor Mattias Nygard, Vasko Petrakov
Released January 2010

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: CITY BKK
Product/Service: HEALTH INSURANCE
Agency: DDB GERMANY BERLIN
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: DDB GERMANY BERLIN, GERMANY
Chief Creative Officer: Amir Kassaei (DDB Group Germany)
Executive Creative Director: Stefan Schulte, Bert Peulecke (DDB Germany, Berlin)
Creative Director: Oliver Hinrichs, Kristoffer Heilemann, Ludwig Berndl, Dennis May (DDB Germany, Berlin)
Art Director: Andreas Barhainski, Chan-Young Ramert, Cathrin Ciuraj, Marian Grabmayer, Lars Bu (DDB Germany, Berlin)
Copywriter: Dirk Rothmund, Res Matthys, Edgar Linscheid (DDB Germany, Berlin)
Account Manager: Iskra Velichkova, Julia Braun (DDB Germany, Berlin)
Planer: Nina Fischer (DDB Germany, Berlin)
Designer: Tim Schmitt (DDB Germany, Berlin)
User Experience Designer: Robert Woloschanowski (DDB Germany, Berlin)
Editor: Mattias Nygard, Vasko Petrakov
Media placement: Website - Www.krankekasse.de/ - 14.04.2009
Media placement: Health Insurance Cards - Youth Event, Internet, Germany - 14.04.2009
Media placement: Illustrations - Www.krankekasse.de, Billboards, Youth Event, Outdoor Campaign, Office Stationary - 14.04.2009
Media placement: Microsite - Http://www.krankekasse.de/bemitleidung - 14.04.2009
Media placement: Youth Event - Billboards, POS In Berlin - 26.10.2009
Media placement: Outdoorcampaign - Billboards In Berlin, Frankfurt, Munich - 23.10.2009
Media placement: Office Stationary - Germany - 14.06.2009
Media placement: Forms - Germany - 14.06.2009

Describe the challenges and key objectives
Instead of creating a campaign for young people, we invented a completely new health insurance that is especially tailored to the taste and the needs of a young target group and speaks their language: The KRANKE KASSE. Its motto 'Not sick at all can’t be healthy either' was to be reflected in all media and communication means. Self-evidently also in the corporate design. It was to stand out against the boring, uniform design of conventional health insurances and meet the taste of a young target group.

Describe the brief from the client
In Germany, it is obligatory for every citizen to be insured by a health insurance. Many insurances, however, are now out-dated and suffer from a lack of young members. Just like the CITY BKK. Our objective was to win new young members for the CITY BKK.

Describe how you arrived at the final design
Following the motto 'Not sick at all can’t be healthy either' an own visual language was developed for the new brand, which was to characterise all communication means. The core is a whole arsenal of odd, likeably illustrated characters who pop up in all media and shape the image of the KRANKE KASSE. Be it as animated helpers on the website or on the office equipment, the especially designed member cards, the flyers and and and…

Give some indication of how successful the outcome was in the market
The individual and courageous, visual appearance has caused quite a stir within the target group as well as in the health insurance sector. For months, the KRANKE KASSE was the subject matter of numerous blog, online and print articles. The visual appearance, which is rather unusual for a health insurance, considerably contributed to the success of the KRANKE KASSE. The KRANKE KASSE accounts for more than 50% of the new registrations for the parent brand CITY BKK.