Thyssenkrupp Steel Design & Branding THYSSENKRUPP by Gramm Werbeagentur

THYSSENKRUPP

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Gramm Werbeagentur
Creative Director Mr. Michael Osche
Released February 2012

Credits & Description

Category: Design Typography
Advertiser: THYSSENKRUPP
Product/Service: PARK OF IDEAS
Agency: GRAMM WERBEAGENTUR
Managing Director - Creation: Uwe Köbbel (Gramm Werbeagentur)
Managing Director: Frank Schrader (Gramm Werbeagentur)
Creative Director: Michael Osche (Gramm Werbeagentur)
Copyrighter: Markus Rieger (Gramm Werbeagentur)
Media placement: Press Conference - Press Conference - Feb. 2012

Describe the brief from the client
Park of ideas is a non-commercial, non-profit event. Its purpose is to arise curiosity for nature science and technology. A lot of technical-driven company´s in Germany have problems with finding young employees. Our challenge was to develop an outstanding communication design for the event with a focus on modern typography that attracts highly qualified graduates.

Describe the challenges and key objectives
Our task was to announce the event by addressing young target groups (primary focus: age 7-15). Design and typography had to be credible amongst these young people. It also had to raise the number of visitors above 500,000 mark.

Describe how you arrived at the final design
Typography plays an important role in the communication design for 'park of ideas 2012'. It takes advantage of urban graffiti, wall texts and tags. The typography reflects the self-confident and curious attitude of young urban residents. The font style is designed with elements of transparency. This allows a peek into the underlying picture. Thus, it symbolises curiosity and openness. Characteristics that the campaign tries to evoke within our target group in particular.

Give some indication of how successful the outcome was in the market
The campaign-presentation during the press conference in February 2012 was extremely successful. The pre-orders of posters and various promotional material after the official campaign presentation had seen above all expectations.