Branding for the KI-Allianz Baden-Württemberg

The KI-Allianz Baden-Württemberg is a contact point and source of inspiration for providers and users of artificial intelligence from business, science, politics and public administration.

Industry: Economy

Website: ki-allianz.de/en

Beteiligte Disziplinen:

Design and Experience

SEO and Content

Objective

Target group-oriented branding and appearance for stringent brand communication.

Result

Concept and creation of the corporate identity based on comprehensive strategy papers and concepts such as brand style guide and communication guidelines. And support in the implementation of the measures on the target group-specific channels.

What does the KI-Allianz Baden-Württemberg focus on?

The KI-Allianz Baden-Württemberg sees itself as a connecting element between business, science, politics and public administration, with the aim of securing and expanding economic success. Through the targeted networking of stakeholders, knowledge transfer and transparency, the potential of AI technologies becomes accessible to all. As a recognized contact point and driving force for AI, the KI-Allianz strives to jointly lead Baden-Württemberg into the future, increase value creation and promote sustainable growth. The KI-Allianz Baden-Württemberg qualifies and bundles regional offers and requirements, prepares them in a targeted manner and makes them available via community management and digital channels – both regionally and internationally.

Workshops as the basis for strategic communication

At the beginning of our collaboration with the KI-Allianz Baden-Württemberg, we held a series of workshops focusing on the development of personas, storyline, archetype and content strategy.

Workshop 1: Content strategy and brand identity
Workshop 2: Storytelling
Workshop 3: Design language and visual tonality

These initial workshops were crucial to gain a deep understanding of the multi-layered requirements and to ensure that our strategies and solutions were perfectly aligned with the specific objectives. The personas helped us to precisely address the diverse stakeholders within business, science, politics and public administration, while the developed storyline and archetype enabled consistent and engaging communication. This solid groundwork provided the perfect foundation for the subsequent workshop to develop a targeted design language that visually expresses the values and ambitions of the KI-Allianz.

Photo from the design workshop with Design Strategian Michael Wallner and participants. — Insight into the design language workshop with Design and UI Strategian Michael Wallner

Workshop on design language

Following the initial workshops, we conducted a specialized workshop to develop the new corporate identity for the KI-Allianz Baden-Württemberg. The aim of this workshop was to create a design language that not only reflects the identity of the alliance, but also reinforces it. By carefully defining the basic elements of the look and feel, adapted to the needs of the target group and the previously defined archetype, a consistent visual concept was created. This concept helps to communicate the message of the KI-Allianz convincingly and authentically and to strengthen its visual presence in the public eye. With this newly defined corporate identity, the KI-Allianz is now optimally positioned to effectively act as a bridge between business, science, politics and public administration and to promote the regional development of AI technologies.

Logo, Claim and Key Visuals

The logo of the AI Alliance symbolizes the robust infrastructure it provides for its partners and reflects the constant progress through its dynamic and open design. This central visual component, complemented by the branding elements and key visuals, effectively supports the claim “Connecting visions. Shaping change.” and forms a coherent visual concept. The key visuals, which are derived directly from the logo, illustrate how many individual strands converge via the depicted infrastructure and combine to form a coherent, large whole.

Auszüge aus den Corporate Identity Gestaltungsrichtlinien der KI-Allianz Baden-Württemberg — Excerpts from the Corporate Identity Design Guidelines of the KI-Allianz Baden-Württemberg

The key visuals of the KI-Allianz Baden-Württemberg are a direct continuation of the theme of infrastructure and networking anchored in the logo. These visual elements, which were created with the help of the artificial intelligence platform Midjourney, illustrate the connection between innovative technologies and the Alliance’s core objective of promoting exchange and cooperation between business, science, politics and public administration.

The key visuals of the KI-Allianz Baden-Württemberg generated with Midjourney offer the advantage that they can be recreated in different variants at any time with little effort, keeping the appearance consistent and at the same time appearing diverse and dynamic.

The CI package

As part of our project with the KI-Allianz Baden-Württemberg, we were able to deliver a comprehensive range of documents and working materials that are essential for the consistent and professional communication of the brand. These include a detailed CI style guide and corporate guidelines that provide clear instructions on tonality, brand narrative and writing style. These guidelines were developed in close collaboration with the content and marketing team and were visually and conceptually designed by us. In addition, we created presentation slides and print data for trade fair materials such as roll-ups, business cards and advertisements, as well as a comprehensive PR kit to strengthen the public perception and media presence of the AI Alliance.

As a partner for digital strategy consulting, we naturally also realized the design of a website one-pager to provide a central point of contact with all the important information that illustrates the KI-Allianz commitment and innovations at a glance.

“YEAAAHHHHHHH!!!! We are live 🙀 🫶 Great team effort by all involved ... The strategic, content-related and graphic development of the style guide and corporate guidelines are perfect and give us enormous added value.”

Conclusion

The project with the KI-Allianz Baden-Württemberg impressively illustrates how a coherent and dynamic brand image can be created through targeted collaboration and the use of state-of-the-art technologies such as artificial intelligence. From the initial workshops to define personas and storylines to the development of a new corporate identity and visually appealing key visuals, we successfully supported the strategic goals of the AI Alliance. The materials developed provide the Alliance with the tools to effectively spread its message and consolidate its role as a bridge builder between business, science, politics and public administration. This project shows that by combining creative vision and technological innovation, real added value can be created for organizations in the field of artificial intelligence.