Brand strategy and branding for the KI-Allianz Baden-Württemberg

The starting point

The KI-Allianz Baden-Württemberg sees itself as the connecting element between business, science, politics and public administration. Its goal: to secure and expand the economic success of the state. It connects stakeholders, promotes knowledge transfer and makes the potential of AI technologies accessible to everyone, regionally and internationally.

The task

A branding and visual identity built for the target groups, for consistent brand communication. Concept and creation of the corporate identity, based on comprehensive strategy papers such as a brand styleguide and communication guidelines. Plus support during the rollout on the target-group-specific channels.

What we did

Three workshops laid the foundation: content strategy and brand identity, storytelling, and design language and visual tonality. We developed personas for the stakeholders from business, science, politics and administration. On that basis we built the brand’s storyline and archetype. A specialised workshop on design language followed. From the basic elements of the look and feel, aligned with the target group and the defined archetype, a consistent visual concept emerged. The logo symbolises the alliance’s stable infrastructure and, through its open shape, reflects continuous progress. The key visuals are derived directly from the logo: many individual strands converge and connect into one larger whole. Together with the claim “Visionen verbinden. Wandel gestalten.” (“Connecting visions. Shaping change.”), this creates a coherent visual system.

Key visuals: consistent and reproducible at any time

We created the key visuals with Midjourney, derived directly from the logo’s visual language. The advantage of this approach: the motifs can be reproduced in new variants at any time. The visual identity stays consistent and diverse at the same time.

The delivered CI package

The KI-Allianz received a complete package for its brand presence: a CI styleguide and corporate guidelines covering tonality, brand narrative and writing style, presentation templates, print files for trade fair material such as roll-ups, business cards and ads, plus a PR kit and a website one-pager.

The result

With its new corporate identity, the KI-Allianz is positioned to act as a bridge between business, science, politics and administration. The project was awarded the German Web Award 2025.