Since 2019 I partnered with the MDR for various projects. The MDR is the east german branch of the ARD. 
A public broadcaster with over 100 brands, over 70 social media channels and historically divided into TV, Radio and online divisions. Our task was to transfer the newly developed transformative strategy into one coherent design system to unify TV, digital and social media.

The MDR is the east german branch of the ARD.  A public broadcaster with  an estimated 8 million viewers everyday, over 70 social media channels and historically divided into TV, Radio and online divisions. Our task was to transfer the new digital strategy into TV, digital and social media.

Refreshing The Umbrella Brand

Refreshing The Umbrella Brand

For the visual development of the MDR umbrella brand, we created a flexible design framework that connected the broadcaster’s diverse channels and formats under one recognisable visual language. Through a modular system of typography, motion principles, color, and graphic behavior, the identity established a cohesive brand architecture capable of unifying TV, digital, and social media while remaining adaptable across more than 100 sub-brands and platforms.

The MDR is the east german branch of the ARD.  A public broadcaster with  an estimated 8 million viewers everyday, over 70 social media channels and historically divided into TV, Radio and online divisions. Our task was to transfer the new digital strategy into TV, digital and social media.

Campaigns & Seasonals

Campaigns
& Seasonals

We developed a 3D Christmas ident series for MDR that translated the broadcaster’s brand world into a festive visual experience. Combining atmospheric lighting, tactile materials, and cinematic motion design, the idents created warm and playful micro-worlds that balanced seasonal emotion with the clarity and consistency of the MDR brand across TV and digital platforms.

We developed a 3D Christmas ident series for MDR that translated the broadcaster’s brand world into a festive visual experience. Combining atmospheric lighting, tactile materials, and cinematic motion design, the idents created warm and playful micro-worlds that balanced seasonal emotion with the clarity and consistency of the MDR brand across TV and digital platforms.

On-Air Relaunch

On-Air Relaunch

The MDR is the east german branch of the ARD. 
A public broadcaster with over 100 brands, over 70 social media channels and historically divided into TV, Radio and online divisions. Our task was to transfer the newly developed transformative strategy into one coherent design system to unify TV, digital and social media.

The MDR is the east german branch of the ARD. 
A public broadcaster with over 100 brands, over 70 social media channels and historically divided into TV, Radio and online divisions. Our task was to transfer the newly developed transformative strategy into one coherent design system to unify TV, digital and social media.

A motion design system that
unifies TV, digital and social media.

A motion design system 
that unifies TV, digital and social media.

Over a span of 9 months we partnered closely with various MDR in-house teams. Along the collaborative journey we established a coherent digital first design process to unify the realms of TV, digital and social media. The result is a frictionless brand experience worthy of a modern and confident public broadcaster.

Over 9 months we partnered closely with various MDR
in-house teams. Along the collaborative journey we solved a variety of tricky brand challenges and established a coherent digital first design process to unify the realms
of TV, digital and social media. The result is a frictionless brand experience worthy of a modern and confident public broadcaster.

Social Media Toolkit

Social Media Toolkit

The design system extends to a simple yet powerful social media toolkit enabling inhouse design teams to push out coherent content on all platforms. The system was build on a simple layer principle and a set of animation templates. The frame element becomes an imaginative device to enable a more playful tone of voice and visual variation. 

The design system extends to a simple yet powerful social media toolkit enabling inhouse design teams to push out coherent content on all platforms. The system was build on a simple layer principle and a set of animations templates. The frame element becomes an imaginative device to enable a more playful tone of voice and visual variation.