About the business
Hypoport is a Berlin based group network of tech companies in the fields of FinTech, PropTech and InsurTech. With more than 2,000 employees, Hypoport is umbrella brand to 17 Sub-brands including e.g. FINMAS, Genopace, Dr.Klein or Qualitypool. Being one of Germany’s few tech unicorns in the recent years, Hypoport is now about to move into the M-Dax by early 2022. But despite it’s fast growth potential, the Start-Up DNA is still at the heart of the company culture. This includes new work methods such as holacracy coaches, smart office workspaces and agile frameworks to name a few.

Challenge
The war of talents is omnipresent: More and more companies are desperately looking for new employees. Furthermore, employees often do not feel committed to their employer and, as a result, change significantly more often. 
Three core challenges where identified for Hypoport: 
1. Hypoport has a weak brand awareness: “People don’t know us”.
2. Hypoport doesn’t reach the desired audiences: “The wrong people apply”.
3. Hypoport can’t stand out from it’s competitors: “We are not attractive enough”.

Mission
Our mission was to create an employer brand, that attracts new talents and promotes loyalty amongst already existing employees. The brand experience needed to raise bold brand awareness and increase attractiveness that differentiates to the competitors.

Positioning and Brand Idea
The new positioning serves two basic human needs: safety and freedom. Hypoport combines the best of both worlds: On one hand, the experience, knowledge and independence of a big company group (which makes Hypoport the best platform to grow your talent.) And on the other hand, Hypoport offers an agile and human-centered company culture, which empowers people to think outside the box and provides freedom to each individual. This led ip to the new employer brand promise and creative guiding idea „We empower. You create.“
Employees and talents likewise startet to embrace this idea instantly, so we decided to elevate it as a claim that ist a central part of the brand communication.

Target groups
Hypoport is hiring in the fields of IT development, project management and sales.
We’re not searching for dominant ego mindsets but for talents that are open-minded team players, willing to take on responsibility and solve problems hands-on.
All demographics aside, we‘re targeting talents with a specific mindset: Determined visionaries with the drive to create the future. 

Brand Experience
The brand design is expression of the creative strategy which comprises guiding brand idea, brand character and brand archetype.
First and foremost integral part of the new experience is the claim which is basically simultaneously our guiding brand idea and can be applied very flexible throughout different media touchpoints.
Color has to be the second most important brand asset, since it offers big differentiation to competitors and bold recognition. The idea of bright luminous colors on dark backgrounds is originally derived from the editor of coding environments.
The open and playful character of the typography expresses a human-centered, hands-on culture and messaging.
Our messaging framework pays tribute to each target group and is direct and straight on point, always with a little humorous reference to tech.
The imagestyle is characterized by warm, natural light and features real employees which whom we did a real fotoshoot in the the Hypoport office spaces.
Being an open minded, dynamic brand, the layout principle offers lots of flexible application options in a playful way.
The Logo is the only element that remains an old relict of the previous branding and stays untouched.  

Implementation
The new Employer Brand launch was accompanied by a landing page to present the new Brand Experience to all employees. Furthermore we created an image film, that introduces the Employer Brand to internal and external audiences likewise. Besides that, numerous merchandise giveaways were produced including smartphone cases, beverage labels and a few more.