Volkswagen’s New Brand Design
at the IAA 2019

Volkswagen, IAA, 2019

Why

Volkswagen has launched the mobility industry’s largest e-offensive. The brand’s reorientation marks the beginning of a new era. E-mobility is no longer a futuristic dream but is being rolled out onto the streets this very moment. In keeping with the system change, genuine world premieres were celebrated at the IAA 2019 – under a new brand design – alongside new products and innovations. Our task was to make the changes tangible through a brand booth. Welcome to New Volkswagen at the IAA 2019.

How

Volkswagen’s new energy must also be felt in the brand image. In this case, »new« means: sustainable, electric, digital – VIBRANT! In line with the new environmental awareness, sustainability became a decisive criterion in the entire development process. The use of all materials was checked from the outset to ensure that they could be used again. To also raise awareness for electric driving, we developed the »ID Walk.« As an interactive customer journey, it makes the features of ID.3 tangible and, at the same time, communicates useful information and reduces doubts. In doing so, we demonstrated clearly what is already accessible and what Volkswagen’s visions of the future still have in store. Experiential, interactive and transparent, all true to the motto: NOW YOU CAN. So, we transformed the stand into a walkable »New Volkswagen Campaign.«

What

The world premiere of Volkswagen’s new image for communication in space. Our brand booth became the architectural standard of the new approach. A symbol of the ongoing change and a benchmark for all future appearances of »New Volkswagen« – worldwide. Holistically and consistently, from the big picture at the IAA 2019, through the individual theme worlds and immersive experiences, to the hostess outfits, our concept transformed the space into a tangible brand relaunch on two stories.

ID.Walk

Experiencing by walking. The ID Walk not only guided visitors through the world of ID.3 but also made the features of the e-models tangible through an interactive customer journey. A well-balanced mixture of knowledge transfer, proactive education against concerns along with entertainment, made one thing clear: e-mobility is ready for take-off.

ID.Walk

Experiencing by walking. The ID Walk not only guided visitors through the world of ID.3 but also made the features of the e-models tangible through an interactive customer journey. A well-balanced mixture of knowledge transfer, proactive education against concerns along with entertainment, made one thing clear: e-mobility is ready for take-off.

Booth

The Volkswagen stand became the first stage for the new brand design and group night. The focus was on the immersive experience. Visitors experienced a completely new brand experience, which, in addition to interaction and information, also captivated with an impressive and photogenic look.

Booth

The Volkswagen stand became the first stage for the new brand design and group night. The focus was on the immersive experience. Visitors experienced a completely new brand experience, which, in addition to interaction and information, also captivated with an impressive and photogenic look.

Areas

The whole range of Volkswagen in one area. The ID family, the PS-strong R-GmbH, presented themselves in a new guise. We Services, GTI and Innovations on the subject of sustainability. Besides world premieres, there were also world champions from the DFB. Visitors were able to prove themselves against national coach Jogi Löw in soccer tournaments.

Skills

Strategic concept development, Copywriting, Concept and design planning (HOAI LP 1-3), Event communication, Interactive design, UX design, UI design, Interface design, Motion design, Graphic design, Exhibit development, Scenography, Show concept creation