Shaping a holistic brand identity

Context

As one of 14 “Clusters 4 Future” of the federal Ministry of Research, Technology and Space, our client MCube is committed to drive innovation for the mobility transition in Germany.

By collaborating with key players from science, business and society in various formats they develop sustainable mobility solutions for metropolitan regions. At the heart of their work are XX innovation projects that research and test various aspects of future mobility across the entire urban area of Munich.

Challenge

In order to provide a strategic and visual framework for their diverse activities and subdivisions, loop was tasked to create a new corporate design system for MCube.

Defining and communicating these design standards in a way that enables easy implementation throughout the multilayered organisation - regardless of the user’s skill and toolset - presented the core challenge of the project.

Scope

We started out with defining key brand elements like logo, typography, color and image style and providing guidance on their use in a style guide. Subsequently we created layout templates for different communication formats as well as for social media content and supported with developing a coherent storyline and compelling visuals for the company’s pitch presentation.

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