Becoming Experience Champion
MediaMarkt is Europe's largest electronics retailer, offering a wide range of consumer electronics. Given the challenges of altered customer behaviors, increased consumer expectations, and a surge in e-commerce, together we addressed the challenge of reshaping the brand's visibility, relevance, and attractiveness within a dynamic and fast-paced environment.
Building upon a new brand strategy, we developed a new brand experience that is both highly flexible and expressive, enabling it to adapt to the needs of future target groups and markets at every touchpoint across 14 countries.
The new dynamic brand design system offers a comprehensive toolbox of new and revised elements that allow for the greatest degree of flexibility and creative expression, but still ensure bold recognition.
Three experience fields dedicated to specified topics empower MediaMarkt to maintain recognizability among existing customers on one hand, but also to evolve and adapt to new target groups and markets on the other hand.
The Swirl is at the center of the brand's new appearance. It manifests the introduction of a new iconic brand element that is unmistakably linked to MediaMarkt.
As a versatile element, the Swirl now serves multiple purposes and will be used as a key visual element within layout and motion but also as a stand-alone brand identifier within app icons e.g.
It has been carefully reworked for a bolder, modernized appearance, that is optimized for small sizes and also results in a new MediaMarkt logo.
MediaMarkt introduces a new modular layout system which allows for a broad range of expressive compositions, but also seamlessly meets the demands of daily business, ensuring comprehensive coverage of all requirements and easy implementation at any given touchpoint.
Four basic tile split options, which are based on a 12x12 units grid, can be flexibily adjusted to unlock a wide range of design possibilities.
The new brand design utilizes the full potential of the exclusively designed MM Headline typeface by offering a playful range of new application options regarding letter case, font sizes, alignments, text fill and contours, as well as interplay of foreground and background with image material.
Motion leverages the full potential of touchpoints like Social Media by generating emotional impact. A comprehensive motion branding based on motion attributes and principles results in a vibrant and engaging expression of the new brand experience.
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