When purchasing consultants are well advised: brand relaunch for Drozak

No room for negotiation: the new corporate design is at the heart of the rebranding process. It is meant to be equally convincing in digital and analogue media. Its core element is a key visual that illustrates Drozak's special capabilities without having to say anything explicit about them. It naturally also conveys a certain seriousness and credibility, without drifting into ultra-conservative banking worlds.

When Drozak comes, things go up. The rising line serves as a visual metaphor for the efficiency gains achieved through cost optimisation in purchasing. The fact that it is not used statically but is in constant motion clearly symbolises: at Drozak, we think practically around the clock about how we can help our customers achieve maximum success.

Typeface of choice: Telegraf. It combines good legibility with enough individuality to be used as a distinctive headline font and to ensure above-average recognisability. In doing so, it manages the balancing act between a geometric and a humanist grotesque. Or, in other words: between the associations of a clear, analytical way of working and a familiar, friendly spirit of cooperation.

At Drozak, it is not only numbers that call the shots. We show likeable people who are professional yet approachable. The images convey a natural impression of the strong team spirit and friendly manner that some other consulting firms lack. With Drozak, you work together as equals.

The corporate website introduces the down-to-earth team in order to counteract widespread prejudices against external consultants. We want to make clear: at Drozak, people like you and me work. Alongside competences, cases are presented, as well as a magazine that reports on specialist topics and trends at regular intervals. Also very important for Drozak's plans for the future: the new careers section, to attract the right employees.

Finding suitable specialist staff is a major challenge for companies of every kind. Drozak is particularly aware of this, because recruiting employees is one of the declared main goals for the new CD and the website. That is why the careers section makes it as easy as possible for applicants and the HR department. Via a corresponding interface, the necessary documents can be submitted without complication. And they are, in large numbers.

As fans of high-quality, tangible promotional materials, we were delighted with this partial assignment: the development of a new magazine format that publishes articles online at regular intervals on the latest trends in purchasing – and is sent out twice a year as an exclusive print product to selected customers and partners.

Also requested and delivered: the development of a social media kit, so that the client can create effective posts with simple means. Consistently designed templates enable a coherent visual language for posting news, the latest cases and magazine articles, such as interviews and trends. The focus is on LinkedIn as an information platform for regular posts aimed at professionals and potential applicants.

Concentrated negotiating power in print too: carefully conceived and designed business media complete Drozak's brand identity across all touchpoints of the customer journey.

Our dynamic visual turns every employee's business card into a powerful tool for winning customers. The relevant information is stored digitally and can be quickly transferred to the contact by scanning a QR code.