lebens-wert

Identity design for lebens-wert, a group of experts in bio-psycho-social health offering workshops, lectures, and coachings for educational institutions and companies, as well as individual therapy.

We were approached by Marina Alisch, the founder of lebens-wert, with the task of redesigning and developing the brand identity. lebens-wert had grown over the years - more experts had joined the team and they were now increasingly offering trainings and coachings for corporate clients. The branding needed to reflect these internal changes and the new target group.

Before starting the design process, we created a brand personality model based on the Aaker five-dimension system. After fine-tuning it for brand communication, the resulting model for lebens-wert shows the brand personality most strongly on the Sincerity axis, with Competence as the second most important axis, followed by attributes from the Excitement dimension. We therefore aimed for a very down-to-earth, honest and friendly design that was not too soft, but also showed aspects of straightforwardness and seriousness. We also wanted to add a vibrant and spirited touch to reflect lebens-wert's eponymous goal of helping people make their lives worth living.

The colour scheme is based on natural tones. We have opted for a palette that can be combined in a variety of ways to cover a wide range of applications and target groups.

It is possible to create a soft and gentle effect, a colorful and cheerful atmosphere or a serious and more pragmatic feel.

A key inspiration for the brand design came from the physical objects that Marina Alisch and her colleagues use in their work, such as pebbles, figurines and wood. On the one hand, they represent lebens-wert's creative and flexible approach, and on the other hand, through the use of natural materials, they convey a sense of groundedness, simplicity and focus on the fundamentals. We developed flexible design elements based on these real objects.

We chose the fonts to match the overall direction of the branding and to provide options to suit the wide range of target audiences: Aktiv Grotesk Extended as a straightforward but dynamic and strong headline font, Aktiv Grotesk as a versatile body text font, and Rockness as a spirited and lively addition for decorative text.