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.
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.
The newly designed MDR »Typogramm« (designed by Scholz & Friends, Berlin) becomes the creative cell of the rebranding. It transforms through the seasons, signals categories and provides a playground for all sorts of brand storytelling.
The newly designed MDR »Typogramm« (designed by Scholz & Friends, Berlin) becomes the creative cell of the rebranding. It transforms through the seasons, signals categories and provides a playground for all sorts of brand storytelling.
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.
The coherent system is used across all channels to choreograph campaigns and promotions.
The coherent system is used across all channels to choreograph campaigns and promotions.
In an extended discovery & research phase we hosted a major workshop with over 20 participants from 4 departments to develop a shared understanding for the task at hand and laid down the foundation for a creative and collaborative work process.
In an extended discovery & research phase we hosted a major workshop with over 20 participants from 4 departments to develop a shared understanding for the task at hand and lay the foundation for a creative and collaborative work process.