Our References.


For these brands, we worked in various contexts for different objectives over long stretches of time under long-term contracts, contributing decisively to their brand identities. We will be happy to present you those projects personally.

Visions2form has accumulated a wealth of unique experiences in the field of identity development, brand conception and communication. Strategic and creative development, prototype planning and practical implementation and upkeep of reliable long-run back-office support of our clients representing distinguished brands such as Deutsche Telekom, BMW/MINI, Dresdner Bank, ThyssenKrupp, Loewe etc. are prerequisites for a successful brand positioning.

(Deutsch) 10 Jahre Arbeit für Kita Frankfurt


(Deutsch) Kita Frankfurt feiert in diesem Jahr das 10. Jubiläum. Wir haben den Weg von den Kindertagesheimen zum städtischen Eigenbetrieb begleitet und geholfen, dass aus Kita Frankfurt eine professionelle und attraktive Marke geworden ist, die die Professionalität und die fundierte Pädagogik sichtbar macht. Wir gratulieren herzlich und wünschen weiterhin viel Erfolg!

Stiftung Bruderhaus Ravensburg


(Deutsch) Wertschätzung für Altenpflege und angrenzende Dienstleistungen  zu generieren war der Ansatz beim Kommunikationskonzept der Stiftung Bruderhaus Ravensburg.

Als städtische, bereits im Mittelalter gegründete Einrichtung, betreibt die Stiftung Dienstleistungen rund um das Thema Alter: stationäre Pflege, ambulante Pflege wie auch attraktive betreute Wohneinrichtungen in Ravensburg und Umgebung. Eine herzliche Atmosphäre und hohe Professionalität zeichnen diese Angebot aus. Jedes Jahr wieder wird die Stiftung Bruderhaus Ravensburg von der Zeitschrift Fokus unter die 10 besten Pflegeeinrichtungen in Deutschland gewählt.

Mit einem integrierten Kommunikationskonzept wird diese Qualität sichtbar, auch mit dem Ziel qualifiziertes Personal zu gewinnen. Gleichzeitig zeigt die Kampagne, dass Alter Freude machen kann, gerade wenn man es in Gemeinschaft erlebt. Die Fotos zeigen allesamt Bewohnerinnen der Stiftung. Fotos von Felix Kästle, Ravensburg.

Angemessene Kommunikation für wichtige Arbeit.

(Deutsch) KIG_BWM-Claim_FA

(Deutsch) Das Kindergesundheitshaus e.V. betreut und begleitet hochbelastete Familien mit frühgeborenen oder chronisch kranken Kindern während der Klinikzeit, beim Übergang nach Hause und bei den ersten Schritten im Alltag. Es ist an 3 Standorten in Berlin tätig: dem Vivantes Klinikum Neukölln, der Charité Campus Virchow Klinikum und am DRK-Klinikum Westend. Zusätzlich bieten der Verein werdenden und jungen Eltern Begleitung und Hilfestellung im Rahmen der Sozialpädagogischen Familienhilfeangebote.

Visions2Form entwickelte  für das Kindergesundheitshaus e.V. einen neuen, angebotsbezogenen Auftritt und begleitet den Verein laufend bei allen kommunikativen Maßnahmen.

of a brand.

claas_loehrmannclaas 1claas 2

The name CLAAS represents top-notch reaping machines and agrotechnics across the world. Nevertheless, the high requirements cannot be fully appreciated in local trade, the growing product portfolio with an increasing number of exclusive retailers necessarily requiring new communicative qualities for the brand presentation at points of sale and service. In the globally growing structures with a large stock of buildings varying greatly from region to region, a “second skin” ensures a consistent and high-quality brand presence. It does not interfere with the existing buildings, but is constructed fully independently and offers, besides brand identification, diverse possibilities of a constantly updatable product presentation. This brings important additional economic and logistic marketing advantages. Furthermore, it endowed the overall corporate design with a new design element that makes the use of the colour green a typical brand landscape: the CLAAS “progression”. A symbol that brings technics and nature together and makes the whole communication independent, spontaneously recognizable and unequivocally distinctive.

Sun Express.
With a sunny symbol,
warm color
and fresh swing.


SunExpress, joint subsidiary of Lufthansa and Turkish Airlines, connected primarily Turkish holiday destinations with German metropolitan areas as a carrier of long-standing service. After 20 years, the company changed its image from a rather reserved quiet and cool service provider to a self-confident airline that not only transports holidaymakers, but also interlinks important destinations within the domestic market.

The original design was a derivative of Lufthansa’s dark blue in Helvetica lettering and round line signet. This conveyed sobriety, solidarity and security. For the future image, however, it was envisioned, that the emotional quality and mature self-confidence should be made more distinctly visible and perceivable.

Along with the consistent further development and emotionalization of the brand, this re-positioning becomes salient in the entirety of its corporate design without losing its recognizability or risking dissociation from its origin.

Currently, we are developing a new design of the cabin interior of SunExpress.

Kita Frankfurt.
Learn life together.


How can competence be communicated and its strengths and presence made visible? How can a company conquer clients and attract public interest, holding its ground despite increasing competition, above all in terms of securing excellent human resources? With its 140 branch establishments, Kita Frankfurt has been making an important contribution to the early education and learning. Goal of a new communications program was, to make this contribution visible and comprehensible. With a concentrated and self-confident communicative effectiveness, both internally and externally, a joint identity was created.

The brand identity developed by Visions2form has provided a strong overall frame, which deliberately leaves room for the implementation of individual communication measures. The jointly created values serve as a solid basis for consistent communication, symbolism and brand elements with matching forms, colours, lettering and arrangements. In a game-like manner, new figures spring from a single prototype figure. A visible presence reigns over all forms by a uniform marker. Thus, each branch establishment represents the high quality of Kita Frankfurt while still having room to further and develop individual accents.

Through its distinguished presence, above all by carrying out regular personnel recruitment campaigns, Kita Frankfurt has already engraved itself indelibly into the public awareness and image of the city.

CLAAS Pictograms.
Touch-and-get functions.



Pictograms play an important role in daily life. They are ubiquitous in public places (traffic signs or signposts), digital applications (icons, buttons) and appliance operating elements. They help us find directions and facilitate the use of technical devices. In the domain of brand development, however, such pictorial symbols have rarely stood in the centre of attention. It is not uncommon to see different symbols for the same function. This is confusing and inconvenient for users because they have to adjust to multiple meanings of single icons. A new symbol system has been designed to enhance the user convenience of the products of the agromachine manufacturer CLAAS and procure a worldwide uniformly recognizable symbol language. Such uniform pictograms are used in CLAAS on operating elements in cockpits, on monitors and mobile devices, in web shops and printed user manuals. Once we know what a certain pictogram stands for, we can recognize its function instantly without any need for translation. Uniform pictograms are especially important for companies operating at global level.

The design principles of pictograms are derived from the logo and product- and company-specific lettering. More than 500 newly created symbols are stored in a central database along with the functions they stand for, so that they can be used uniformly for all media. Project with André Leonhard, Berlin

Differently simple.


How can a medium-sized agro-industrial company present itself on the market professionally and distinctively and organize its service-related communication in a well-structured and understandable manner for clients? A solid cornerstone of brand identity towards a new brand-name launch was laid in joint workshops with the managerial staff of Bintec, whereby values and themes were defined and subsequently the segmentation of services, future communication and the new corporate design were developed. The new launch sets the company apart from competitors distinctively and provides orientation for clients and business partners, be it logo or communicative measures. The new brand presence is structured professionally with fresh and clear profiles.

When developing a brand identity, easy implementation of individual measures and their integration into the existing software systems are important elements to be taken into account.

Family Ties +.
Family support
and parental outreach.


Making visible its competence in social work and leveraging its well-deserved recognition were the main objectives of our support for Family Ties+. For this company, which is engaged in the field of family support and parental outreach, visions2form developed the name, claim and corporate design, and accompanies the entire communicative measures.

The social work sector is a domain whose professional presentation is still underestimated despite its great social impact and high-quality service. For social work-related companies and institutions, visions2form provides assistance in all their communicative concerns even if only a small budget is allocated.

Passion for Numbers.


Sometimes it is necessary to let some fresh wind blow. MSW, a medium-sized company for corporate and tax consulting has experienced an organic development over many years. Its communicative presentation was rather outdated and no longer reflected the advanced position of the company including its focal points, corporate consulting and auditing. The company’s move into a new office offered an optimal occasion for a rejuvenation treatment.

With a new claim, a modern image concept and a visually salient service structuring, it was aimed to facilitate client orientation. Personal communication with a high client appeal, that is understandable without unnecessary professional jargons, leaves clients with a long-lasting impression. A concept of modular brochures and product sheets makes it possible to immediately enter into a precisely targeted dialogue with individual clients. The mobile exhibition stand system also gives a lasting impression in trade fairs and exhibitions.

CLAAS Electronics.
Competence with future.


The New CLAAS Electronic Competence: really easy. User-centred bundling of future-oriented technologies and user-oriented modular communication are the results of our successful support of CLAAS. This is one of the multifarious tasks we carry out as part of the consistent development process of the brand-name CLAAS.

Flux FM.
The Name is the program.


Hear, Hear: from Motor FM to FLUX FM. Born out of the record label “Motor”, the programme and name are no longer understandable and completely misleading. Brand consulting on name change and brand development on the occasion of the expansion of a nationwide radio broadcasting for alternative music in metropolitan areas. 2010/11

Still fit for the future?


10 years after the introduction of a new brand launch, a question was raised: is the brand image still modern and up to date, are there new requirements to be met in communication, media and practicality? Systematic analysis and suggestions for optimization keep the company image on a steady course.

Material Total.

Modulor is a unique Eldorado for creative professionals, above all for architects. Its success recipe: Modulor distributes tens of thousands of different materials in small affordable quantities via Internet shop worldwide as well as in a creative department store in Berlin-Kreuzberg. So whoever wants to create something new or build a model thereof, can not only obtain unlimited inspirations, but also a new, different material that may have never been used before–a material that is not obtainable from wholesalers and, if ever, remains unaffordable.

Planet Modulor also provides ancillary services: it houses exhibitions and events regularly. It is an excellent address for creative exchange and dialogue between creators and manufacturers. The role Visions2form plays in assisting Modulor, is to develop its brand and vision and to translate them into appropriate forms and communication. Its catalogue already laid the groundwork for that. Drawing upon the modular and square grid principle, the individual materials unfold the creative artistic potential in their well-assorted diversity using unlimitedly variable materials, making the brand Modulor a “never ending story”.

Kita Bremen.
Public and attractive.


“Especially education needs professional communication and power of a brand to finally generate appreciation and receive the recognition it deserves!”

It is our particular concern to also use our long-standing experience in brand development also for the facets of life as important as education. Political lip service about how important early education is does not bring it the overdue public recognition. Procuring more transparency, visibility and comprehensibility for the extensive offers, polyvalent services and quality of educational and administrative staffs is a pressing issue, especially for public institutions, to secure a necessary competitive edge and to gain appeal among human resources and education-related target groups.

Only a society, which gives this occupational group and its functions and tasks the highest esteem and respect, not only under financial aspects, but also in equipment, appearance and perception, really has a future with its greatest capital: the children. For 8000 children and 1500 staff members, this high regard has now taken a visible start in Bremen.

Naturally fast food.



In this fast-pace world, people have increasingly less time and fewer breaks to nourish themselves regularly and well. Despite this trend or especially because of that, it is the watchword of the hour to think about health, ecological compatibility and environment also. The idea of combining fast and fresh cooking with high-quality regional ingredients made Gorilla the pioneer and forerunner of a new restaurant type. The principle behind this success recipe is losing no time by simply picking out whatever you like from the ample choice of salad and vegetable buffet, paying by weight and gaining as much time as you allow yourself to enjoy the meal. Whether at counters, buffet tables, standard height tables or in lounge—just like the eponym from the jungle that has become one of the strongest and healthiest primates with its vegetarian aptitude.

Our service began with the discovery of basic settings, profile development, brand positioning, menu development, space, atmosphere and the entire communication. This concept has passed the acceptance test with 5 flourishing establishments in Berlin, and it is now high time for launching a franchise network. In 2008, Gorilla was awarded with the innovative restaurant concept prize by Leaders Club.

Visibly original!


Expensive branded products, coveted luxury goods, medicines and spare parts are increasingly popular counterfeit items, even in regular trading—with devastating consequences for the economy as well as the health of and confidence in good brands.

Many manufacturers try to mark their products with holographic seals and other measures to identify them as originals. The problem is that even holograms can be simulated relatively easily, and only professionals can properly prove the authenticity with the help of tools. Once such counterfeits are offered for purchase, it is too late for consumers to detect counterfeiting. Originize®, an idea and a company of brand and banknote expert Jörg Zintzmeyer, has therefore chosen a different anti-counterfeit measure: targeted eye-catching and immediately verifiable visual hallmarks make authenticity recognition as easy as child’s play. Slight tilting: opening and closing of the eye, slight rotation: symbols turn blue or yellow. Now, each original can be immediately recognized without any technical aids. This effect implemented with a sophisticated banknote technology is virtually unforgeable because each product bears its own individual passport.

We accompanied this startup, playing a key role in the development of the name, presentation and introduction of the concept as a plausible service item and the implementation of all related communications.

Emscher conversion.
A river flows back.


The Emscher Cooperative has ensured water level and flow rate regulation for more than 100 years in one of the most seriously and permanently altered habitats due to industrialization, the core region of the Ruhr area along the Emscher up to the Rhine. In a project of the century, the renaturation of the heavily straightened course of the Emscher River should be implemented to recover the naturally meandering river course. The radical structural change in this region means not only landscape reconstruction, but also the residents’ familiarized views and perceptions. As part of the events revolving around the Capital of Culture 2010 in Essen, this change in 13 tension-charged regions on the Emscher Island should be made exemplarily visible and comprehensible.

Cultural Forum Berlin.
A place emerges.


The Kulturforum (Cultural Forum) on Potsdamer Platz is still under the shadow of the salient Sony and Daimler Benz complexes built after the German reunification. Further, the 13 individual buildings under the collective name of Kulturforum do not offer any visible consistency.

The challenging tasks of this project jointly commissioned by the Stiftung Preußischer Kulturbesitz and the Berlin Senate for Local Planning consisted in making the Kulturforum a place where a unified entity can be felt, remaking it a central point of attraction on Potsdamer Platz and procuring more visibility for its activities and events through effective communication.

Through a playable light column- and communication system, the individual buildings conquer their airspace, while integrating them into a visible ensemble. This way, the famous jewels, such as the New National Gallery, Picture Gallery, State Library and Philharmonic Orchestra present themselves as places of multifarious cultural events in the middle of Potsdamer Platz and as an active part of the new Berlin Centre.

Decades of brand


Corporate management, project management and managerial tasks, most recently as the Chief Creative Officer for the 5 headquarters in the entire German-speaking region. As references, here is a selection of the projects implemented during the active years in Zintzmeyer&Lux. 1991-2006.

Relaunch of an iconic brand.


There can be no doubt that the first MINI was already ingenious—greatness within minimal space, go-kart-like driving comfort, status going beyond mere means of transport, expression of a distinctive, headstrong lifestyle—all this without any particular technical or aesthetic changes over more than 40 years.

2001 saw then its relaunch as a premium brand of the BMW Group. Its winning recipe: ultramodern technology applied to a new interpretation of the iconic design. The typical and best features of all, concentrated on a new brilliant form that promise sophistication and evoke emotion. Appearance as a renaissance of the traditional form, endowed with a new accent and elaboration, in new colour and image nuances: MINI is an epitome of a modern urban lifestyle—extrovert, chic and cosmopolitan. It represents a unique, highly-emotional brand landscape that is fresh and new in its impact, but developed from the same substance in essence and catapulted to the present. A distinctively profiled appearance that has already become a new standard in its segment.

From the public agency
to a private company.


The transformation from “the yellow post” to a flexible enterprise subjected to free competition is not only a matter of immense corporate challenge. Changes also require new, perceivable identification momentums, in interior and exterior features. A team of over 40 experts worked over 6 years to create such momentums, resulting in the replacement of the yellow post horn of yesteryears with the magenta colour T with digits. This involves a flexible brand system, a new eye-catching, differentiating colour, new packages, shops, telephone booths, working clothes, vehicles and all ancillary devices and items. This was one of the most extensive and comprehensive corporate identity projects in the world, to say the least.

This corporate identity system has implemented numberless structural changes and successfully accompanied them over almost two decades. The meaningful design has given the corporate change a distinctive face and sustainably contributed to the association between the brand-name and service at global scale

BMW Group.
Translating values
into a typical
design language

bmw_werteBildschirmfoto 2014-04-04 um 12.25.12

Car dealers are becoming increasingly similar in their mode of function—standard constructions are merely distinguishable through trademarks and communicational features in competition. The BMW Group can be safely excluded from this trend. With its three trademarks in the premium segment, maximum differentiation through distinctive characteristics of individual brand names is being pursued, while keeping the qualitatively uniform level.

In this complex and extensive process, typical features of different building structures are laid down and translated into typical architectures. Thus, brand-specific architecture and atmosphere convey a strong independent appearance. These patterns are being applied worldwide in the planning and construction of dealerships. Such principles improve the uniformity and differentiation at the same time, while leaving a sufficient margin for individual and regional interpretations.

Sheer Driving Pleasure.


Large-scale mandates for creating corporate and brand identity for automobiles, motorcycles, banks and other lines of business and subsidiaries. Brand portfolio, showroom concepts, product presentation, framework concepts for media and competition, BMW international delivery centre, trade fairs and exhibitions, brand architecture etc. 1996-2006.

From car electrician
to car service.


Concepts for evolutionary development of the Bosch Services with a new profile, new areas of service and a new POS design. 1996-97.

Museum Island Berlin.
Board of Trustees.


A signet was designed for the presentation and PR activities of the companies involved in the restoration and expansion of the Museum Island, which connects and transmits the spirit, idea and the future of this unique museum ensemble.

Expanding life experience


When the market is largely saturated and price wars to conquer the flat screen devices escalate, there is only one chance of survival for the last German brand in the TV market: be different from all the others!

A qualitative analysis indicates the need that has never been satisfied and has never been detected by any usual market research: a new individuality in design, materials and in-situ installation is the market niche in the segment of highly demanding premium customers.

A new design line consistently developed along this demand and the corresponding communication at trade fairs, on the Internet, and in market sales, bring the brand new sales records and a secure perspective for the future. As a courageous trendsetter and market explorer, not as a “me too”-provider driven by the temptation of a short-term success.

An exemplary project for the redefinition and repositioning a brand-name. With strong visions, clear insights, courageous decisions and consistent implementations.

Our laureates.

Not everything that is good receives a prize. Nor is everything that receives a prize is really good. Our work received many prestigious prizes and awards. Nevertheless or precisely for that reason, our yardstick for quality is the utility value attained for our clients. Many of our tasks and projects resist the classification into any of the existing award categories of design and communication.

Awards have been won by the brand MINI, which was developed under the creative direction of Reinhard Binder in Interbrand Zintzmeyer&Lux.