Mobility forthe digitalsociety
VOLKSWAGEN Our attitudes about mobility will fundamentally change in the coming years as technology and climate change call for new solutions and habits. As the lead agency for brand design, we are working with Volkswagen, together with a team of design and communication agencies, to shape their mobility brand for the digital society.
»If we can’t change anything, who can?«
Mobility markets are undergoing rapid, dramatic changes – and also represent emotional products that have inspired people for over 100 years. Volkswagen is taking the lead by shaping people’s habits, attitudes and preferences in regards to mobility.
Volkswagen is accepting its responsibility by committing to the goals of the Paris Agreement. The brand is also addressing the evolving technologies in mobility and the changing expectations of new global societies. This paradigm shift is responsible for the most extensive transformation in the company’s history.
It terms of brand management, this means developing the strengths and formative characteristics of the brand further. We are creating new patterns of interaction that can best address the expectations of both current and future customers.
an icon of trust.
With KMS TEAM, we have found a partner who is bringing ideas about design and brand communication into the future.
How is the Volkswagen brand changing?
Jochen Sengpiehl, CMO Volkswagen: »At Volkswagen, our brand is the value driver and trailblazer for change. The goal is to create a new value – with a new mindset in a connected world. With KMS TEAM, we have found a partner who is bringing ideas about design and brand communication into the future.«
Volkswagen has been our client for many years and, today, we are exploring the following question: How does brand and design management need to change if the brand is transforming from an automaker to an integrated mobility provider for the digital society.
Patrick Märki, Managing Partner KMS TEAM: »The future of mobility requires a new way of thinking. Our goal is to empower the brand to tap into new business fields quickly and convincingly as well as develop existing ones – without losing its clarity. In this way, the Volkswagen brand is ideally positioned for the dynamic mobility markets.«
As the new lead agency, we have assumed responsibility for the development and implementation of the new brand design in the Volkswagen Power House.
The result of our work is a sustainable system that we can employ dynamically and intuitively across all applications and channels. It is ideally suited for the new patterns of interaction in our digital society.
We are supporting the global rollout on the basis of the new Volkswagen BrandNet, which documents all of the principles and elements of the brand design. We are organizing coaching and training sessions from New York to Shanghai – helping to transform the momentum into a worldwide movement.
The New Volkswagen brand management is using new agile, networked working processes in the »Power House«. The aim is to end the classic client-agency model, be faster, and make more consistent decisions. Thanks to this approach, we developed, discussed, documented and implemented the New Volkswagen brand design in a very short period of time – together with several clever people from Blackspace, Consileon, DDB, Grabarz und Partner, Metadesign, Mutabor, Progenium, Publicis Sapient, S12, Schmidhuber, SinnerSchrader, VIM Group and Volkswagen Design.
In addition to the core Volkswagen brand, the Volkswagen Group consists of the following brands: Audi, Bentley, Bugatti, Lamborghini, MAN, Porsche, Scania, Seat, Skoda and Volkswagen Commercial Vehicles. The Volkswagen Group is paving the way for the greatest change process in the company’s history with its »TOGETHER – Strategy 2025« programme: This plan aims to restructure one of the best carmakers to become one of the world’s leading providers of sustainable mobility solutions.
Meet the team
Services and results
- We are the new lead agency for brand design in Volkswagen’s Powerhouse. Our job was to take everything produced by all of the involved agencies and compile them into one overarching concept. We reworked and developed the content to produce a system that everyone around the globe can use when working with the new brand design.
- Our principle-based design makes the brand’s new self-image visible in every channel and type of communication. It is clearly aligned with customer expectations and meets all digital communication requirements. Flexible, agile and always consistent, this approach allows for a great deal of variety – laying the foundation for efficient global brand communication.
- We created the Volkswagen BrandNet, which serves as the digital platform for the design system. This innovative toolbox allows people to intuitively choose design elements and use them in any application or channel. The BrandNet supplies all branding elements and also communicates the underlying design principles.
- We also organised international coaching and training sessions to accompany the global rollout of the new Volkswagen brand design, teaching users about the possible applications and features of the design system. As a result, Volkswagen was able to carry out its brand launch quickly and efficiently in over 120 countries.