Diakonie Württemberg / Space to Grow
Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities and Campaigns
Credits
Company / Customer
Agency / Design
Details
The youth communication of Diakonie Württemberg is intended to become part of young people’s everyday lives. The goal was to develop an authentic, contemporary, and consistent youth brand that provides orientation and motivates active participation. The youth communication was positioned as “Space to Grow”: an open space where young people aged 13 to 26 can try things out, make mistakes, and receive support. Instead of traditional recruitment-focused messaging, an empowering approach was chosen — one that places attitude, personal development, diversity, self-efficacy, and, of course, fun and enthusiasm at the centre.
The Jury‘s Statement
Where young people quickly recognise employer communication as top-down messaging, Diakonie Württemberg takes a different brand approach with "Space to Grow". The youth brand positions social work as an open space for development and replaces conventional recruitment advertising with an attitude that places orientation before judgement. This line is clearly articulated in design and implemented consistently across the website, social media, trade fair presence and film. The brand presence becomes sustainable because the content model, templates and digital support tools guide the brand reliably in the organisation’s day-to-day work.
