auxilion Logo und Markenpositionierung

Brand relaunch across all channels

The owner-managed consulting agency auxilion paves the way for mid-sized family companies to their own retirement savings without involving any insurance companies or banks. Starting at strategic brand consulting all the way to communications reaching across all channels – cyperfection supported auxilion as the lead agency in creating user-oriented brand experiences that make the company’s innovative potential something you can feel.
Facts and figures

Client:
auxilion AG

Branch:
Finance

Link:
https://www.auxilion.de/

In 5 words:
Digital transformation
360° Campaign
Strategy
Brand development
Optimization

Awards:
German Design Award 2018
Double FOX Award in silver 2018

auxilion Logo und Image auxilion Logo und Image
The redesign of the auxilion logo sets the foundation for further stylistic elements of the corporate design. Based on the ascending line of the "X" in the company name, the "brand slope" in various forms becomes a concise design element and thus ensures recognition.
Farbpalette Farbpalette
The newly defined corporate color red attracts attention and, in combination with the secondary colors, differentiates emotional and product-related communication.
Liniendiagramm Liniendiagramm
Balkendiagramm Balkendiagramm
Integer, authentic, courageous, competent, visionary – supportive at the core.
Schwarz-Weiß Fotografie einer Gruppe Personen während eines Meetings Schwarz-Weiß Fotografie einer Gruppe Personen während eines Meetings
Schwarz-Weiß Fotografie von 3 Männern Schwarz-Weiß Fotografie von 3 Männern
Schwarz-Weiß Bild eines lachenden Mannes Schwarz-Weiß Bild eines lachenden Mannes
The black-and-white people photography showcases the people who characterize the company. Colorful detail photography provides insights into everyday life, while nature shots express the company's closeness to its homeland.
auxilion Website auxilion Website
Icon Seilbahn Icon Seilbahn
auxilion Website auf Smartphones auxilion Website auf Smartphones
Clearly defined identity standards for digital and analog communication ensure a holistic presence across all media.
The communication concept is based on the Insight, responsible for the success of German companies - and the success of auxilion: Innovative solutions, holistic services and the strong will to achieve great things together are decisive for the path to the summit.
auxilion Corporate Design Print auxilion Corporate Design Print
auxilion Print-Design auxilion Print-Design
auxilion Printmagazin auxilion Printmagazin
The project in detail

Award-winning rebranding
The owner-managed consulting agency auxilion paves the way for mid-sized family companies to their own retirement savings without involving any insurance companies or banks. This system from auxilion offers – one of a kind in all of Germany – is the perfect fit for all those companies that do not want to settle for standard solutions as a benchmark. It is ideal for companies that seek solutions that sustainably make their companies and their employees stronger.

Starting at strategic brand consulting all the way to communications reaching across all channels – cyperfection supported auxilion as the lead agency in creating user-oriented brand experiences that make the company’s innovative potential something you can feel.

The Challenge – The Briefing
A strong brand positioning and a consistent appearance aim at gaining that crucial advantage in the highly contested market of company pension plans.

The Goals

  • Creating a uniform brand design
  • Increasing brand awareness and recognition
  • Boosting brand trust
  • Image building
  • Generating leads to new customers
  • Simple communication of complex subject matter

The Target Group
Financial managers, company management, HR managers and members of the work’s councils of mid-sized companies.

The Insight
Germany is a country of global market and technology leaders – mid-sized companies are the backbone of the German economy.

Thanks to the extraordinary innovative potential of mid-sized companies, German products are in high demand all over the world. With its innovative system, auxilion supports exactly these “mountaineers” in gaining the same kind of decisive edge in the area of company pension plans as well.

From a strong brand position to a striking appearance
Authentic, courageous, competent and with integrity and a vision – supportive to the core. The new brand identity and its positioning create an authentic and stable basis for the web presence to come later and give guidance for the communications style.

Communicating clarity on the outside creates a clear and unequivocal user promise.

The tag line attached to the company logo allows you to see at first glance what sets auxilion apart from all the others:
bAV. Without a bank. Without an insurance company.

A company claim communicates the decisive advantage for the target group:
Auxilion: makes families and companies stronger

Brand appearance – different in its own unique way
The redesign of the auxilion logo is the cornerstone for other style elements of the corporate design. Inspired by the logo’s triangles and the ascending line of the “X” in the company’s name, the “brand slope” becomes the eye-catching design element in various different forms, thus becoming a strong recognition factor.

The new company color red creates attention and in combination with the secondary colors differentiates between emotional and product-related communication.

Loyal to the region, a strong partner, close
The black-and-white photos show people who are typical of the company and visualize how close auxilion is to its customers. Color photos of details afford a glance at everyday situations while outdoor photos of the scenery underline how loyal the company is to the region.

Clearly defined identify standards for digital and analog communication ensure a comprehensive appearance across all media.

Explore the system. And climb all the way to the top of the mountain.
The communications concept follows the insight into what is to be credited for the success of German companies – and the success of auxilion: innovative solutions, comprehensive services and the will power to achieve something spectacular together are the crucial elements for making it all the way to the top of the mountain.

Welcome to the Auxilion brand journey
From the prep work to the lasting lingering moments on the mountaintop – building on and dovetailing into each other, communications takes the user on a journey and by doing so, explains the advantages of the system in simple words that are suitable for the target group.

Our services
As the lead agency we take care of auxilion in the following areas:

  • Brand development & positioning
  • Development of a tagline and company claim to express the new position (brand core)
  • Defining brand messaging and brand promise
  • Development of brand design (CD) with a digital focus (logo relaunch, development of CD basic elements), development of a visual style (image, people, communicating topics) and defining digital and analog identity standards
  • Definition of corporate language and copywriting for all media listed below
  • Concept and development of communication media (corporate website, image brochure, image film, sales-support measures, communication in the room, visual guidelines for customer videos etc.)
  • Execution of all media