Strenger

What was once a regionally focussed provider is now gradually becoming a nationwide company on a clear growth trajectory - with new locations in Hamburg, Berlin and Frankfurt. With holistically planned and sustainably built projects, the company focuses on innovative concepts and the latest ecological standards using regional and natural materials. The Arcadias in various cities are designed with the ideal coexistence of residents as an important goal. The aim is for all projects to be CO2-neutral by 2030. Strenger sets an example for the entire industry.

Every brand development needs a clear, central idea - the new purpose of the brand, in which quality, aspiration, sustainability, emotion and rationality are bundled. From this, we translate the familiar, good Strenger feeling visually in a new way: we deal sensitively with the historical codes of the brand and create a completely new experience that does justice to the brand's grown aspirations and also to the changed viewing habits on the market.

The visual appearance of the revamped brand is based on a high-quality, dark colour scheme in which the well-known Strenger corporate colour magenta highlights important content as a bright accent. The new typeface exudes both architectural vision and planning precision. Large-format images convey a high level of emotion, especially in the high-quality visualisations of the construction projects, both inside and out.

The further development of the logo was a particular challenge. The idea was to find a simple and symbolic solution that would meet the digital requirements of legibility and decodability at all times, but at the same time continue the earlier logo idea of the protective roof. With a simple modification to the letter ‘g’, we also added a unique detail that can be read as a visual association: the path to your own home.

Baustolz is part of the Strenger brand architecture and stands for a revolutionary concept that makes high-quality terraced houses and flats affordable. Thanks to intelligent floor plans, standardisation of components and perfect planning, a fixed price of up to 20% below the regional market price is achieved - and all this in the usual Strenger quality. We have clearly integrated Baustolz into the overarching Strenger branding and also created a clearly understandable differentiation for the more affordable segment - including the striking Baustolz label that characterises the corresponding communication.

A simple grid is the basis for creating digital and analogue formats. Flexible to use, it creates a balanced impression of the media and also offers space for exciting surface contrasts.

Website

The complete redesign of the website was of course a particularly exciting task, as this is where the most complex requirements of content, form, user guidance, interaction, UX and UI design come together and form the comprehensive, digital brand experience for the user. As the website is also becoming increasingly important as a sales tool for Strenger, we had to find the perfect functionality, including for mobile use - and implement this consistently in the new brand design. The result is convincing, both in terms of emotional effectiveness and functional use.