Founding can be so simple, if you know where to start. Together with the Bavarian Ministry of Economic Affairs, we wanted to make establishing a company easier. For the initiative “Gründerland Bayern” we rebranded the parent brand and designed and implemented a creative, cross-media campaign. The key element being a central platform, created together with Gruenderland.Bayern, where founders can find exactly what they are looking for. This platform offers information on financing, contact points, the first steps as well as a strong community of talented and promising start-ups.

With this rebranding we created a visual world that gives Bavaria the chance to shine on the international start-up stage. We remained true to the German state by using its distinctive colours, but we gave the Bavarian crest an updated, digital makeover. Do you know what a Wolpertinger is? Well, we went ahead and made an emoji of it and we used social media ads to get to the bottom of some rumored start-up facts. With our digital campaign, we reached out to the ones who could be the stars of tomorrow’s start-up scene.

We also spread our campaign outside of the digital space. With out-of-home measures, keynotes and event formats, we demonstrated the opportunities Bavaria can offer entrepreneurs. Even Barack Obama joined in at Bits & Pretzels 2019. We presented the stories and the advantages of Bavaria as a founding state in a tangible, personal and direct way and took part in the media agenda. Even our branded phone booth was there; sometimes entrepreneurs just need a quiet place to make a phone call.