Johanniter

A hidden champion

Service

Redesign, Implementation, Brand experience

Industry

Aid Organization

Team

Creative Direction: Olivier Nowak

Design: Malte Preiss, Sebastian Braun

Photography: Monika Höfler

Project Management: Heiko Franke, Yvonne Haupt

Strategy: Sabine Gräfenstein, Laura Unrau

My Task

Concept & Design lead

With around 25.000 employees and 40.000 volunteers, the Johanniter 0rganization and its sub-brand Johanniter-Unfall-Hilfe offer a wide range of different services. Known primarily for their emergency medical background, a new brand positioning was defined to emphasize their diverse offerings. Based on their traditions and origins, Johanniter wants to give people hope, security, and a passion for life.

Sharpening their profile and creating a flexible and concise identity was therefore the foundation of a new era for Johanniter. A contemporary design that would differentiate them from their competitors and make the organization more relevant to their target audience.

Case film - unpublished work, created for this site

What we did

With origins leading back to the 11th century the historic Johanniter symbol became the center of the new identity. Based on its core angles and round shape, a flexible design system lays the foundation for a clear graphic language. Brought to life through the usage of new colors, which would differentiate them by not being just red and white like any other aid organization. In addition a variety of different brand elements influenced each other to create a consistent and unifying new identity, tied together by the core principle “For the love of life.“