Brand Tracker

Welcome to the automated Brand Tracker diaries.

Germany

Brand Relaunch: Privatbank Metzler Will Write Its Logo in Handwriting

Campaign: Brand Relaunch

Source: https://www.horizont.net/marketing/nachrichten/marken-relaunch-privatbank-metzler-schreibt-ihr-logo-kuenftig-in-handschrift-235617

Goal: To refresh the brand identity

Claim: Logo will now be written in handwriting

Summary: Privatbank Metzler is relaunching its brand by changing its logo to a handwritten style, modernizing its identity while retaining its traditional values.

Croatia

Kristen Bell is the new global face of L’Oréal Paris

Brand: L’Oréal Paris

Campaign: You’re Worth It

Source: https://www.media-marketing.com/vijesti/kristen-bell-je-novo-globalno-lice-loreal-parisa/

Goal: Empower women to define their own value and identity.

Claim: You're Worth It

Media: Video content and various communication channels

Summary: Kristen Bell has been announced as the new global ambassador for L'Oréal Paris, taking control of her narrative through a campaign that emphasizes personal identity and self-worth. The campaign highlights that value is inherent within women, rather than bestowed by the brand. Bell's journey with L'Oréal began in her childhood and will continue across various media platforms as she promotes a range of beauty products, starting with the 24H Midnight Cream.

beauty empowerment identity

Global

The Behind the Scenes of TBWA’s New Global Identity

Brand: TBWA

Campaign: New Global Identity

Source: https://www.adlatina.com/publicidad/el-detras-de-escena-de-la-nueva-identidad-global-de-tbwa

Goal: To express TBWA's history in a way that adapts to the future

Claim: Design is one of the most strategic forces for building distinctive brands

Media: Social media

Summary: The article discusses the creative process and significance of design in TBWA's new global identity, emphasizing that it does not abandon the company's history but instead expresses it in a future-ready manner. The identity was created by DXD, highlighting that design is crucial for brand differentiation in a complex market and showcasing TBWA's philosophy of Design by Disruption as applied to itself. The article also features insights from key design leaders about the importance of a distinctive visual system for brand recognition.

branding design disruption identity

Croatia

Selena Gomez Leads Rare Beauty into the World of Greek Mythology

Brand: Rare Beauty

Campaign: Rare Beginnings

Source: https://www.media-marketing.com/vijesti/selena-gomez-vodi-rare-beauty-u-svijet-grcke-mitologije/

Goal: To position the brand around the acceptance of one's appearance and identity.

Media: Social media, digital channels, outdoor advertising, retail spaces

Summary: Rare Beauty launched its global campaign 'Rare Beginnings,' featuring Selena Gomez as a nymph from Greek mythology, symbolizing the opening and vulnerability of self-identity. The 45-second film diverges from typical beauty advertising by creating a slower, more intimate visual world. The campaign emphasizes atmosphere over product demonstration and is displayed across various media channels.

beauty campaign Greek mythology identity Selena Gomez

Global

Michael Page presents a new brand identity and unifies all areas of business

Brand: Michael Page

Campaign: New Brand Identity

Source: https://www.imagensdemarca.pt/artigo/michael-page-apresenta-nova-identidade-de-marca-e-unifica-todas-as-areas-de-negocio/

Goal: Simplify client and candidate experience

Media: Digital platforms, communication materials

Summary: Michael Page has announced a new brand identity that integrates all recruitment and outsourcing services of PageGroup under a single global designation. This change aims to simplify the experience for clients and candidates, reflecting a more integrated service offering. It coincides with Michael Page's 50th anniversary and features a contemporary visual identity developed in collaboration with creative agency Dragon Rouge. The new brand will be implemented gradually across various media over the coming months.

branding global identity outsourcing recruitment