“The new image must come from the core of the brand – and from the digital.” MetaDesign demonstrates how to realize this successfully in close cooperation with R+V and is given the German Brand Award 2020 for the project.
The cooperative idea of R+V captures the spirit of our time. The clear position against egotism and for more community emotionalizes the brand in the rational business of insurance.
Working together with the client, we revealed the cooperative core of the business with a deep dive into all business areas, as well as numerous co-working sessions – then transferred it to a systematized user experience.
We developed principles for this user experience. Based on the needs of clients, partners and employees, these principles describe the mission we want to bring to life at all touchpoints.
Milestones and project goals were managed agilely and successfully implemented with the close involvement of the customer. At the same time, our user-focused methods such as Experience Principles Development, Visual Compass and Design Sprints ensured clear content management.
Thanks to rapid prototyping and an iterative approach to UI design, the new brand identity can be experienced quickly and directly.
The new brand identity incorporates the cooperative idea into the corporate design with elements such as colors, images or illustrations, combining community, personal closeness and regional ties. Here, the R+V logo functions as a linking element, becoming a constant in communication and thus meeting all requirements for digital touchpoints.