Identity – At the Heart of Management

By Dr. Alexander Haldemann

Successful brands convince us by taking a strong stand. To do this, they need a clear identity.

Change – even profound change – has always been with us. In the past, however, change was more predictable and thus it could also be managed better. You had the annual plan, the strategic three-year and five-year plans. Companies were able to continuously plan their product development and the resources that would be required. They knew their competitors. They were in a predictable environment with more or less high barriers to entry.

Brand Coherence Eats Consistency for Breakfast

By Andreas Fachner

We need to talk about a word that we as branding experts use a lot and employ frequently to justify decisions when working on or with a brand; a word whose meaning appears crystal clear to us at first, but is worth a closer look: consistency.

The Human at the Center of the Digital Transformation 1/2

By Sven John 

This article is concerned with the role humans play in the digital transformation of organizations. It assumes that whether or not such a transformation is successful depends on the convergence of “cold” (technical and infrastructural) and “warm” (social and cultural) factors. The second part of the article approaches potential pitfalls of human transformations within organizations and the deliverables MetaDesign provides to address these.

Trying to Fix a Broken Workflow

By Alessandro Würgler

The current design workflow is broken. It was with this premise that the InVision team set out to develop their new incarnation: InVision Studio. The tool was unveiled in October for a January 2018 release, and promised to be “The world’s most powerful design tool”. Can they deliver?

Brand Strategies for a Digital World

By Lisa Krick 

For many years branding and corporate design agencies understood themselves as the “preservers of the brand.” After stripping down the brand’s content and identity to clear visual codes, it was up to the corporate design experts to preserve these codes consistently across all touchpoints and evolve the brand gradually over time. “360-degree marketing” became the mantra of tortured advertisers for decades. One relict of this era: the typical PowerPoint chart illustrating a brand that looks the same across all media touch points.

Taking It to the Streets

By Amandine Rodrigues

This year has started – and continues to pass – in a pretty hectic way. From Trump’s presidency to Brexit, from refugee crises to women’s rights, from slaughterhouse scandals to climate change (shall I really continue the list?!), these events have led more and more people to come out on the streets to protect their beliefs and make their voices heard. They want to contribute to a greater good and wish for a better society. But what about brands?

Translating Strategy

An Interview with Olaf Schroeter 

Olaf Schroeter, head of creation at MetaDesign Berlin in conversation with Linus Lütcke about his teaching approach and his recent project in cooperation with students from the HTW Berlin.

Branding with Zero Sugar

By Cornelius Hummel

I’ve recently changed my diet to avoid added sugar. You might have heard a phrase like this before — be it about sugar, meat, gluten, processed foods, and whatnot. So, well, yawn. By itself, another statement of a food hype apologist with missionary zeal wouldn’t be very interesting. But in the case of sugar at least, if you follow the news you’ll know that it’s not just me. There is a sizable and growing anti-sugar movement with a ton of media coverage. Even legislative action with taxes on sugar is well on the way in a number of countries. At the end of the day the message is clear: sugar is the new killer. That sticks.

The Human in the Center

An Interview with Diana Brix

What constitutes a good consultant-client relationship? And how to react in times of a crisis? Diana Brix, client partner at MetaDesign Berlin, discusses these and other topics in a conversation with Linus Lütcke.