During the brand reinforcement process, the focus was also on strengthening the brand emotionally – externally and internally. A central medium for this should be a formulated philosophy, a mission statement. It should contain and re-charge the defined core values and motto of Stiftung Liebenau.
The medium of film also plays an important role in the new brand presence. A series of films placed centrally on the website are intended to reinforce the Stiftung Liebenau brand, whilst at the same time communicating its expertise.
The formulated philosophy was transformed effectively into an image film for the Stiftung Liebenau brand. It thus becomes an important medium to meaningfully communicate the brand values, both internally and externally
In accordance with the new brand architecture, a series of information films on fields of work was developed alongside the image film. These highlight the offerings more specifically. The speaker’s text informs about the specialist services in a concise manner. The foundation’s motto is the central message and the identical ending of all films: “In our middle - the individual”.
Stylistically, every film comes from a single source: Vivid, authentic portraits of people being cared for shape the imagery – consistent with the brand’s new photo style –, a speaker’s text communicates the stance and service offering of Stiftung Liebenau, and emotional music reinforces the suggestive power. One detail is apparently emphasised: The music from the image film is varied in the films of the task fields – creating both connection and difference at the same time.
