Strong brand as the foundation for sustainable growth

Medico Bau is a leading company in new commercial construction and tenant fit-out between Hamburg, Kiel and Lübeck. With over 2000 completed projects, they offer an all-round service for construction projects, including the conversion of office buildings into premium apartments and the expansion of clinics with virtually trouble-free operation. With 62 employees and long-standing partner companies, Medico Bau takes on complex construction tasks from conception to maintenance as a general contractor or general overtaker.

Strong brands need a strong, coherent foundation

The brand was getting on in years and had not been maintained for 10 years. Different employees and external service providers interpreted the corporate design differently due to a lack of design guidelines. The result: a fragmented brand that appeared different at every point of contact and therefore came across as less trustworthy and professional.

Together with the management team, the positioning of the brand, the brand identity and the mission statement were developed, thus creating the foundation for uniform communication and an unmistakable, differentiating image.

The core refurbishment of the brand

The challenge was to modernize and professionalize the brand and to develop an image that adequately reflects the market position and the new brand identity. First, the basic elements such as the brand logo and the font and color system were technically and formally revised. The angles of the figurative mark were reduced to create a harmonious effect. The old blue was replaced by a deep dark blue, which communicates more seriousness and trust.

While the foundation was poured with the new brand identity, the design system is based on the wall element, which was derived from the figurative mark. The formal characteristics such as surface and angle were transferred to the various components of the design kit, such as visual language, pictograms and graphic elements.

Fotografie als tragendes Element

Ein zentrales Element des Erscheinungsbildes ist die Bildsprache, insbesondere die aufwendige Inszenierung der Gewerke von Medico Bau, die in einer dreitägigen Fotoproduktion in den Havel Studios in Berlin abgewickelt wurde. Die Portraitfotografie des Management-Teams sowie die Architekturfotografie wurde im Hauptsitz in Lübeck durchgeführt und setzt das kompetente Team und das neugebaute Headquarter ins rechte Licht.

Das neue Erscheinungsbild sollte dann auf diverse Kontaktpunkte wie die Website, Broschüren, Anzeigen und weitere Werbemittel übertragen werden, um Kunden ein durchgehend positives und einheitliches Erlebnis zu ermöglichen.

The information architecture enables the experience

As the most important point of contact for acquiring new customers, the company website has been completely redesigned.
The clear structure and focus on user-friendliness allow users to navigate intuitively through the general contractor’s trades and make it easy for customers to get in touch with the right contact person.

An elaborately produced image brochure was placed in a specially produced, high-quality folder and presented to guests at the launch event for the new brand. In addition, the business equipment and various advertising materials such as advertisements, construction signs, clothing and the vehicle fleet were newly developed.