puntus / Identity-driven Rebranding
Winner
Excellence in Brand Strategy and Creation
Brand Design – Corporate Brand
Details
The divestment of USU Digital Consulting’s naming rights enabled the creation of a new, independent identity on established foundations . puntus emerged as a digital consulting brand bridging the gap between people and technology, present and future, and challenge and solution. Under the leitmotif “Aim high.”, the rebranding established a clear, identity-driven market position. It formulates a sophisticated, future-oriented contribution to digital transformation by optimizing technological potential. Ultimately, the brand aims to simplify digital processes to make people’s lives easier.
The Jury‘s Statement
The loss of an established brand was not treated here as a prompt for cosmetic renewal, but as the starting point for a precise repositioning. With "puntus / Forced Rebranding", LOUP turns a forced change of name into an independent consulting brand with a clear stance, a coherent tone of voice, and a reduced corporate design system. What stands out is how the wordmark, tilde and colour concept create not only recognition, but also give the brand’s substantive ambition a binding form across all relevant touchpoints.
