Within an effective corporate culture communication and design are not sustainable without strategic principles. Consistency, simplification and efficiency are the characteristics of a formative concept. It creates a coherent, distinctive and purposeful image operating inwards and out. This functional approach does not exclude either creativity or sensuality.
Each and every concept uses different elements with regards to its strategy. According to the Sinus-milieu a segmentation of the target group and stakeholders is established. The more precise the identity model and the positioning are laid out, the more sustainable and memorable the effect. The focus on one core service and one clearly identified market segment uses the existing resources to their optimal advantage.