New direction, new appearance.
The challenge
Siemens Global Business Services (GBS) supports Siemens AG units and external customers worldwide with a wide range of analog and digital services. The tasks and self-image of shared service organizations and thus also of GBS have changed rapidly in recent years – a process that continues to this day. GBS’s communication should reflect this change from a pure service provider to a consultant and technology partner.
The implementation
Communication works best when you know exactly what you want to say. That’s why we started with a thoroughly developed positioning on which all other elements were based: The communication principle, the campaign motto, the visual language, the headline mechanics and, of course, the narrative for moving images. What all assets have in common: a specific pain point of the target group as a starting point for a precise approach.
The result
Assets that stand out: through a surprising, self-confident approach that is always personal and very close to the target group with specially shot images. In combination with a digital and analog image brochure, a completely revised website ecosystem and films that are as surprising as they are convincing on an image and product level, this creates a different view of shared services that makes the invisible visible and approachable.
