AFC is one of the largest specialist providers of damage management and insurance solutions for vehicle fleets. To live up to its claim as a market leader, it was time to refresh the outdated brand appearance and let it shine confidently in a new light.
Our agency's task was to identify the existing strengths of AFC and present them in a new, dynamic context. First, we conducted a thorough market analysis to understand the current and future requirements of the target group. Based on this analysis, we developed a new brand strategy that emphasises AFC's core elements while allowing space for innovation and growth.
My primary task was to identify the new position of the brand and recommend the strategic direction for redefining the corporate identity & branding. To this end, I worked on more than 70 pages of Corporate Direction and Design System Strategy, covering areas such as Logo, Stationery, Print Marketing Assets, Colors, Fonts, Structure, Video Animations, Video Strategy and Photography, Illustrations, and Web UI. I handled the implementation, execution, and delivery of all the necessary technical information so that this guideline can be successfully used by other designers.
Additionally, I developed a strong strategy for defining the new visual language to align with the strategic positioning.
The new corporate design and brand claim had their first major appearance at the industry-leading trade fair "Die Flotte!". The quickly depleted goodie bags showed that the goal of emotionalising the customer relationship was achieved. What is special about the new AFC branding is that we did not forget the medium-sized brand DNA but reinterpreted it in a contemporary way, enabling the brand to grow into the future from its original core.
Agency: goldenebotschaft GmbH
Creative Director: Matthias Trick
Senior Art Director: Aleksandar Spasoski
Junior Art Director: Jasmin Lukowski
CORPORATE DESIGN GUIDELINE
NEW ILLUSTRATION LANGUAGE
THE PROCESS & INTERATION
THE LOGO ANIMATION STORYBOARD
THE LOGO VIDEO ANIMATION