60 Jahre GARBE
Winner
Excellent Brands
Real Estate and Property
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 usually communicates property through assets and transactions, GARBE used its anniversary for a strategic brand realignment. "60 Jahre GARBE" ("60 Years of GARBE") brings the four units together under the guiding idea of One GARBE and translates this understanding into a consistent visual identity and relevant content. With GARBE World, a digital platform was created that brings together projects, attitudes and people over the long term. From this, an umbrella brand emerges that provides orientation across locations and business fields.
