by Katrin Tindler-Kempen | 29 Oct 2021
Campaigns Advertisements, posters
"In good hands" – Trust as a brand experience
The strategic concept behind 2bu design: All modes of transport – land, air and sea – are visually linked together. Rather than depicting anonymous logistics processes, the focus is on people. The customer becomes part of the story.
This is how emotional branding, which combines technical expertise with approachability and reliability – values that go beyond mere price and performance in international B2B business. The campaign captures the essence of the brand: „Your goods in good hands“ – a message that combines security, efficiency and personal responsibility.
Precision meets personality
The campaign concept translates the strategic idea into a vivid visual language. With a twinkle in the eye, the visuals depict surprising everyday scenes in which Kühne + Nagel is closer to its customers than ever before. The visual language combines precision, clarity and an engaging presentation – making logistics an emotional experience.
The design utilises minimalist typography, bold colours and strong contrasts, which underpin the global brand identity whilst remaining adaptable to regional contexts. Whether in print, online or at trade fairs – the campaign creates a consistent brand experience that both resonates internationally and works locally.
by Katrin Tindler-Kempen | 28 Oct 2021
Basics Logos, typography, visual language, graphic elements Stationery Business cards, letterheads, stamps, envelopes, waiter’s notepad, map Environment Interior design consultancy Product Wine label, mulled wine glass, food and drinks menus for Rolands, the Rheinromantik Terrace and Freiligrath’s Schatzkammer Campaigns Advertisements, posters, roll-ups Messaging Brochure, stamp book Events Appearance at the “I love Bonner Bogen” festival Guidelines CD manual
Brand Strategy with vision
The Rolandsbogen has a long history. As early as the 19th century, it became a meeting place for students, poets and thinkers – a place where culture and nature merge. This special atmosphere formed the basis for our branding strategy:
We developed a brand identity that does not simply preserve the historical heritage, but retells it – as a link between the past and the present.
The result is a corporate identity that conveys a sense of character: authentic, minimalist, yet emotional. This is how tradition becomes a brand promise.
Corporate Design for catering
Unique, modern menus set the stage for all the delights to follow. Three restaurants, one experience: The Rolandsbogen brings together fine dining, regional cuisine and event catering under one roof. 2bu design developed a well-thought-out design system for this purpose, which fosters a sense of unity whilst simultaneously highlighting the individual character of each concept.
From the oversized A3 card with a haptically appealing envelope to the acrylic placemat and the wooden clipboard, everything was also stylishly finished with embossing or engraving. Important for every menu card: the card contents must be quick and inexpensive to replace.
Together, they form a consistent corporate design for the catering industry, which creates brand recognition and evokes emotions. At the same time, everything remains practical: content can be replaced quickly and cost-effectively without compromising the high-quality brand image.
Since 1929, the Rolandsbogen has stood for hospitality, quality and consistency. Over generations, it has grown into a brand that is now recognised far beyond Bonn.
2bu design translated this heritage into a contemporary rebranding that is compelling both visually and strategically:
A clean logo, understated typography and a modern colour palette – the new visual identity combines historical depth with timeless elegance.
This makes the Rolandsbogen not just a destination for day trips, but a brand with character and recognition value.
Event branding with identity
At the 2009 „Open Day“ at the Bonner Bogen, visitors were able to experience the new brand identity first-hand. 2bu design created the entire event branding – from the visual concept right through to the giveaways.
The concept focused on emotional brand communication: lovingly designed postcards depicting the legend of Roland’s Bow could be personalised and posted.
In this way, a local event gave rise to an authentic brand presentation that connects people – through history, design and emotion.
by Katrin Tindler-Kempen | 27 Oct 2021
Basics Typography, visual language, graphic elements Stationery Business cards, letterheads, stickers, envelopes, mailing envelopes Multimedia Web design, PowerPoint Communication Brochures, Christmas mailings
Documents optimised for efficient communication
At doctima, customer communication, service forms and interactive media take centre stage. The aim was to present complex documents in such a way that they are easily accessible, efficient to use and consistent with the brand.
In the brand strategy, language was defined as the brand’s core: only those who communicate clearly come across as credible. This principle was translated into visual terms – through clean lines, well-considered typography and a calm, uncluttered design.
Communication: Precise and legally compliant
Sectors such as banking, insurance and healthcare rely on precise and legally compliant communication. doctima specialises in this translation service, bridging the gap between technical language and everyday language.
2bu design developed a corporate identity that brings this expertise to the fore: from the typeface and colour palette to the visual language. The result is a brand identity that not only conveys clarity but also visually embodies it.
The new website is the digital heart of the doctima brand – and the central hub where strategy, design and content come together. 2bu design developed the entire concept for the corporate website: information architecture, UX design, visual language, text principles and design guidelines. The aim was to position doctima online as a competent and accessible brand that demonstrates in practice what it promises – making complex topics simple.
The digital design follows a clear logic: visual calm, high readability and intuitive navigation. The modular structure allows content to be expanded flexibly without fragmenting the overall look and feel. This ensures that doctima remains consistent at every level – from the homepage through to blog posts and specialist articles.
The corporate website was designed to support the brand strategy: It creates visibility, reinforces the perception of doctima as an expert in language consultancy and conveys doctima’s values – precision, clarity and reliability – in every detail.
Give-away and Christmas greeting
Even small brand experiences count. As a Christmas giveaway, something special has been created: a stamp featuring a Christmas greeting. It can be used to stamp the matching modern postcards with their festive designs. Lovingly designed pictograms provide instructions on how to do this.
The whole thing is supplied in a beautiful box with a – ink pad and enclosed in a banderole with a Christmas pattern. Incidentally, this consists of the letters of the logo which, when turned correctly, form “snowflakes”.
These details show how brand identity through consistent design continues in every medium – from the document to the gift.
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