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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Creative Director Claudia Fischer-Appelt, Jan Schlomo Knopp, Lars Kreyenhagen
Designer Julian Klinner
Released February 2011

Credits & Description

Category: Self Promotion
Advertiser: KARL ANDERS
Product/Service: AGENCY
Date of First Appearance: Mar 1 2011
Entrant Company: KARL ANDERS, Hamburg, GERMANY
Creative Director: Claudia Fischer-Appelt (KARL ANDERS)
Creative Director: Jan Schlomo Knopp (KARL ANDERS)
Creative Director: Lars Kreyenhagen (KARL ANDERS)
Designer: Julian Klinner (KARL ANDERS)
Media placement: Direct Mailing - 500 Mailings Distributed To New Potential Clients, Journalists And Our Network - 1 March 2011

Describe the brief from the client
Communicate the formation and the special way of thinking of the new Hamburg based agency "Karl Anders".

Develop a design that is significantly different to other agencies.

Describe the challenges and key objectives
Position Karl Anders as the agency for "concepts, ideas, experiments, classics etc.". Show its unique way of thinking and communicating "there is no revolution without experiments".
The main target was to inform about the new formation and to create the want to learn more about Karl Anders.
The content of the communication devices were meant to arouse expectations to discover the work and experiments by Karl Anders.

A big challenge was to find a way to use the communication tool, whether it should be personalised or just used for give-away or mailing.

Describe how you arrived at the final design
Our newspaper reduced the possibilities to a limit by working with black and neon yellow. For illustration we used typography and combined three different types: Bodoni, Neutraface and Georgia.
The content was a mixture of experiments by Karl Anders and formats coming up. All cases could be found on the internet and were linked to social media and websites.
Besides this, we made up a special story using existing channels to explain the way of thinking, and the inspiring new chances by experiments.
A special page was printed to be inlayed to personalise the newspaper if wanted.

Give some indication of how successful the outcome was in the market
Strong feedback by the specialised press and media. Page, W&V, Horizont, Kress, Kontakter, New Business, PR Report... covered the story.
500 pieces were sent out so far. More than 10% responded by themselves and called back. Already 40,000 new hits after two weeks publishing the newspaper.