Drivenby digital
XL2 What are global industry leaders Audi and Capgemini doing to address the rapidly changing demands of digital transformation? They founded a joint venture called XL2, designed to combine the innovative culture of a start-up with the strong performance of two international brands.
A new brand
from the ground up
We first developed the brand idea »Agile with Magnitude« and the brand name XL2 (see below), positioning the joint venture beyond the usual industry clichés.
At the heart of the corporate design is the call-to-action button. We use this symbol of interaction as a central design element to visually convey digital innovation and agility. This approach – often imitated – is fresh and unusual, sparking curiosity and creating an imaginary dialogue between users and the brand. The result: a digital-first brand that clearly stands out from the competition and appeals to both employees and potential applicants.
Digital – taken at its word
The website serves as the primary touchpoint. We developed it in several phases, alongside the overall digital experience, to meet the evolving needs of the target groups.
Digital requirements not only drove the conception and realisation of the website but ultimately also the evolution of the entire corporate identity. Digital design principles, components and content formats define XL2’s presence across all touchpoints. In this way, we conceived and created the XL2 brand from the perspective of the digital customer experience.
KMS TEAM understood that for XL2, the digital experience is not the destination, but the starting point of our brand evolution.
And what does »XL2« actually mean?
The magical number 42 – a tongue-in-cheek homage to The Hitchhiker’s Guide to the Galaxy by Douglas Adams – is written here in a hybrid form: 40 in Roman numerals (XL) and 2 in Arabic (2). At the same time, the four (Audi: four rings) and the two (Gemini = twin) reference the two parent companies, with the two also symbolising the partnership. And that the ambition is extra-large goes without saying.
XL2
XL2 is a joint venture founded by Audi and Capgemini. The consulting firm focuses on digital transformation issues in the automotive industry. XL2 aims to facilitate the full digital development of all central processes, including production planning, logistics, finance, maintenance, quality, and materials management. The company is building key competencies in the latest SAP and cloud-based technologies and providing them to the VW Group over the long term.
