BRAND EXPERIENCE

BRAND EXPERIENCE

MediaMarkt —
A new dynamic brand identity to become Experience Champion.

MediaMarkt —
A new dynamic brand identity to become Experience Champion.

MediaMarkt —
A new dynamic brand identity to become Experience Champion.

CORE ELEMENTS
Flexible
Brand Design System
Swirl
Logo
Modular Layout System
Extended Color Palette
Typography System
Imagery
Key Visuals and Patterns
Motion Branding
Sound Branding

GUIDANCE MEASURES

Guidelines
Templates
Design Trainings
Helpdesk

ACTIVATION MEASURES

Launch Film
Merchandise
SoMe
Posters
Staff clothing
POS

AGENCY

MetaDesign

MY ROLE
Design Director

TEAM
Hannes Wiest
Sharon Helms
Olaf Schroeter
Nicolas Glagow
Megan Hanson
Aylin Kubura
Lisa Krick

About the business
MediaMarkt is Europe's largest electronics retailer across 11 markets and aspires to become Experience Champion within the consumer electronics segment.
Within the German market, the brand operates as MediaMarktSaturn.

Challenge

We needed to reshape the brand to ensure bold visibility, relevance and attractiveness in a fast-paced environment.

We identified 3 core challenges:
1. More than ever, customers seek for captivating experiences. Accordingly the brand needed to become bolder, more exciting, more thrilling.
2. There's a strong surge in e-commerce: Customers (especially Gen Z) consume online. Therefore the brand needed to be able to leverage the full potential of digital and animated content.
3. The expansion into new markets and new product offerings such as AI, gaming or E-mobility required flexible options for addressing new target groups. All while maintaining recognizability for existing customers.

These challenges required a new flexible approach of a dynamic brand identity that offers a lot of flexibility and bold expressiveness.

Solution
First off we developed a flexible brand design system that offers 3 dedicated design fields for differenct occasions. This dynamic approach allows for maximum flexibility and creative expression, yet still ensures bold recognition and empowers the brand to be able to adapt to future markets and target groups.

It introduces a comprehensive set of new and revised brand elements that are unmistakably MediaMarkt and create a captivating brand experience which is unmatched by competitors.
On top of the visual core elements and applications we also created a new motion and sound branding from scratch to leverage the full potential of digital and animated content in every dimension.

 
Along with the new brand design, we established multiple measures for brand governance and brand activation to successfully manage and implement the new brand experience across 11 markets.

MM iF Portrait Mockup x2

EXPRESSIVE FLEXIBILITY IN A SYSTEM

EXPRESSIVE FLEXIBILITY IN A SYSTEM

EXPRESSIVE FLEXIBILITY IN A SYSTEM

The new dynamic brand design system offers a comprehensive toolbox of new and revised elements that allow for the greatest degree of flexibility and creative expression, but still ensure bold recognition.

Three experience fields dedicated to specified topics empower MediaMarkt to maintain recognizability among existing customers on one hand, but also to evolve and adapt to new target groups and markets on the other hand.
 

03_MediaMarktSaturn_Expressive_Flexibility_Overview

EMPOWERING AN ICON

EMPOWERING AN ICON

EMPOWERING AN ICON

The Swirl is at the center of the brand's new appearance. It manifests the introduction of a new iconic brand element that is unmistakably linked to MediaMarkt.

As a versatile element, the Swirl now serves multiple purposes and will be used as a key visual element within layout and motion but also as a stand-alone brand identifier within app icons e.g.

It has been carefully reworked for a bolder, modernized appearance, that is optimized for small sizes and also results in a new MediaMarkt logo.

The Swirl is at the center of the brand's new appearance. It manifests the introduction of a new iconic brand element that is unmistakably linked to MediaMarkt.

As a versatile element, the Swirl now serves multiple purposes and will be used as a key visual element within layout and motion but also as a stand-alone brand identifier within app icons e.g.

It has been carefully reworked for a bolder, modernized appearance, that is optimized for small sizes and also results in a new MediaMarkt logo.

682376_MediaMarkt_Expressive_Flexibility_in_a_System_04_01
682376_MediaMarkt_Expressive_Flexibility_in_a_System_04_02
10_MediaMarktSaturn_Swirl_Overview
MicrosoftTeams-image 2

A MODULAR LAYOUT SYSTEM FOR THE DIGITAL AGE AND A STRIKING NEW COLOR PALETTE

A MODULAR LAYOUT SYSTEM FOR THE DIGITAL AGE
AND A STRIKING NEW COLOR PALETTE

A MODULAR LAYOUT SYSTEM FOR THE DIGITAL AGE AND A STRIKING NEW COLOR PALETTE

MediaMarkt introduces a new modular layout system which allows for a broad range of expressive compositions, but also seamlessly meets the demands of daily business, ensuring comprehensive coverage of all requirements and easy implementation at any given touchpoint.

Four basic tile split options, which are based on a 12x12 units grid, can be flexibily adjusted to unlock a wide range of design possibilities.

The primary colors red, white and black form a key part of the visual identity of MediaMarkt, establishing a distinct and instantly recognizable brand presence across all contexts.
In addition to that, a new palette of secondary colors has been defined to highlight special topics in field B.


Frame 254873
13_MediaMarktSaturn_Secondary_Colors1
15_MediaMarktSaturn_OutOfHome_Secondary_Colorsx
14_MediaMarktSaturn_Magazinex
MMS_AI_Ipad_Mockup

EXCITING AND PLAYFUL USE OF TYPOGRAPHY AND IMAGERY

EXCITING AND PLAYFUL USE OF TYPOGRAPHY AND IMAGERY

EXCITING AND PLAYFUL USE OF TYPOGRAPHY AND IMAGERY

The new brand design utilizes the full potential of the exclusively designed MM Headline typeface by offering a playful range of new application options regarding letter case, font sizes, alignments, text fill and contours, as well as interplay of foreground and background with image material.

12

LEVERAGING THE FULL POTENTIAL OF DIGITAL AND ANIMATED CONTENT

LEVERAGING THE FULL POTENTIAL OF DIGITAL AND ANIMATED CONTENT

LEVERAGING THE FULL POTENTIAL OF DIGITAL AND ANIMATED CONTENT

Motion leverages the full potential of touchpoints like Social Media by generating emotional impact. A comprehensive motion branding based on motion attributes and principles results in a vibrant and engaging expression of the new brand experience.

OLD BRANDING

OLD BRANDING

OLD BRANDING

image1382

Next project

jh-Logo_Portfolio_2021

Jonas Husemann
Strategic Brand Experiences 

Jonas Husemann
Strategic Brand Experiences 

Inquiries

Inquiries

Feel free to drop me a line or give me a call. Thanks for stopping by.

Feel free to drop me a line or give me a call. Thanks for stopping by.

Feel free to drop me a line or give me a call. Thanks for stopping by.

Feel free to drop me a line or give me a call. Thanks for stopping by.

210108_Social_Media_Icons_Portfolio-14
210108_Social_Media_Icons_Portfolio-12
210108_Social_Media_Icons_Portfolio-15
210108_Social_Media_Icons_Portfolio-16

© 2022 Jonas Husemann
Inhaltlich verantwortlicher Autor für diese Webseite ist Jonas Husemann. Trotz sorgfältiger inhaltlicher Kontrolle übernimmt der Autor keine Haftung für die Inhalte externer Links. Für den Inhalt der verlinkten Seiten sind ausschließlich deren Betreiber verantwortlich. Alle Rechte vorbehalten. Text, Bilder, Layouts, Grafiken und Videos sowie deren Anordnung auf diesen Webseiten unterliegen dem Schutz des Urheberrechts und anderer Schutzgesetze. Die Inhalte dieser Webseiten dürfen nicht kopiert, verbreitet, verändert oder Dritten zugänglich gemacht werden.

error: