SIEMENS
Role
Creative Direction
Campaign Design
Collateral Design
Photography & Videography
I had the opportunity to design a promotional campaign for Siemens Professional Education Berlin to advertise the study program of Electrical Engineering/Industrial Engineering. The challenge was to create a fresh and striking campaign within the existing corporate identity of Siemens. In the discovery phase of the project I accompanied two volunteer students on site and documented their day through some editorial-style photography. The photos gave inspiration to introduce a new color to the existing scheme for the sole purpose of the campaign.
I designed a novel mark for Siemens which features 38 intricate circuit symbols tracing the original logotype. One circuit at the heart is colored in the newly defined red, symbolizing the importance of the individual (or rather applicant to the study program) in the whole. Along with promotional posters and t-shirts for the first-years, further collateral included an informational flyer/broschure.
The campaign was completed online with a one pager which also spotlights a 360° video that I directed. The film follows the two protagonists during an exciting day at the Siemens facility in a fully immersive experience. Through the use of VR glasses at job fairs, the team made use of the video’s full potential to reach prospective applicants.
While the success of a campaign design is always hard to quantify, I did receive the client’s feedback later on that many students said it was the promotional campaign which encouraged them to apply — which I was very pleased to hear.
