Arbeitgebermarke für die Bayerische Finanz- und Heimatverwaltung
Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities and Campaigns
Credits
Company / Customer
Agency / Design
Details
PHOCUS BRAND CONTACT radically dusted off the image of the Bavarian Ministry of Finance and Home Affairs: A bold, colourful employer‑branding campaign spotlights truly surprising career opportunities, benefits and the people behind the authority. Under the motto “Find Your Why,” the new visual identity stages meaningful reasons to join and builds an emotional bond. This distinctive creative strategy lays the perfect foundation for the upcoming roll‑out of the umbrella brand – and might even spark the unexpected wish to become a financial civil servant yourself.
The Jury‘s Statement
Where attracting new talent in the public sector often fails because of fixed perceptions of bureaucracy and routine, Phocus Brand Contact begins with the organisation’s actual identity in "Arbeitgebermarke für die Bayerische Finanz- und Heimatverwaltung" ("Employer Brand for the Bavarian Finance and Regional Administration"). The positioning around security, purpose and reliability gives employer communication a well-founded core; the Weil mechanism, the new visual identity and clear application rules create a consistent presence across many roles and senders. The brand gains its effect because internal participation, creative distinctiveness and practical usability were developed here in direct relation to one another.
