Digital Brand, Smart System: Branding on the Web Meets Headless CMS.
18.6.2026
Strong branding on the web thrives on attitude and structure. For Heringer, we created a new web presence that combines a sharpened brand identity with uncompromising user-friendliness. A digital brand experience that reduces complexity and takes customers straight to their goal.
Strategy, design, content and technology thought through together.
If you want to make your own identity tangible in the digital space, you first have to tidy up. Together with our client Heringer, that is exactly what we did: in intensive workshops, we got down to the essentials. We dissected services, sharpened topics and radically aligned everything with the customers' real challenges. The result is not a superficial facelift, but a profound digital transformation in which the new corporate design is the visual ambassador of a clear attitude.
Good design proves itself above all where you don't see it – in the structure. For the new web presence, we completely rethought the content architecture. Instead of nested menus and digital dead ends, intuitive click paths now define the picture. Visitors no longer have to search, they find. And they find exactly what they need, without detours, quickly and accessibly. The new UX and UI concept combines this logical clarity with an aesthetic that gives the Heringer brand the space it deserves.
Translating complexity.
The greatest challenge, however, lay deeper, at the core of Heringer's business model. The topics – data structures, analytics and complex business intelligence – are highly relevant, but anything but trivial. Anyone who wants to make new contacts and win over target groups must not scare them off with technical jargon. Incomprehensible innovation fizzles out. That is why our focus was in particular on a completely new tone of voice and clever menu navigation.
We devoted ourselves intensively to the question of how to structure highly complex content and break it down linguistically so that its relevance becomes immediately tangible. It was about building a bridge: leaving complexity in the background, but creating immediate understanding and trust among potential new customers in the foreground. Only when both sides share the same understanding does a real connection emerge – and this is exactly the mediation the new presence delivers from the very first second.
Best UX: We design the backend too.
That this efficiency is not just a visual or content-related promise becomes clear from a look behind the scenes. A modern web project today has to work on both sides of the screen. That is why a tailor-made headless CMS powers the platform. We have hidden the technological complexity in the backend so elegantly that maintaining the system is playfully easy. It is a system without barriers to entry: even student assistants are able to maintain content independently after just a few hours of training. That is why we also define the user experience of the backend and ensure a smart and easy start with understandable labels on input fields and navigation in German.
The end result is a website that not only looks modern, but works as a real tool – for Heringer's new customer acquisition just as much as for the team behind it.