60 Jahre GARBE
Winner
Excellent Brands
Corporate Brand of the Year
Details
Rather than staging its 60-year anniversary as a retrospective, GARBE presented a forward-thinking strategy for its brand, sending a strong signal to internal and external players. Instead of a chronicle, it created an integrated anniversary branding and combined umbrella brand and corporate units into a single brand theme. Its core is “GARBE World”– a permanent digital story platform that gathers reference projects, people and values into an interactive brand universe while showcasing the brand as an ongoing evolution and a live experience. In a novel approach within the industry, it illustrates how GARBE works, thinks and defines markets.
The Jury‘s Statement
In a market that typically communicates through assets and transactions, GARBE uses the anniversary to sharpen the corporate brand. Instead of looking back, it creates a brand framework that brings the business units together in content and design under "One GARBE". With GARBE World as a long-term story platform, a unifying anniversary branding, and strong internal anchoring, the brand is not merely communicated here but established as a shared guiding principle in structure, attitude, and everyday practice.
