Speira needed to develop a new brand and branding design in just nine weeks. The challenge: All 5,000 employees had to be involved in the creative process - which made the task even more time-consuming. A challenge that conventional creative workflows cannot address.

With the help of Watson, IBM's artificial intelligence, we developed a co-creation process in which the AI learned in just four days what the new brand identity should represent at its core for all employees. Based on this, Watson created a "virtual logo" (a description of the new visual brand core), which was the foundation for the design process of the new corporate design.

https://www.reichert-young.com/speira-branding-design

Francisca Maass (CCO&President)

Patrick Reichert-Young (ECD Design)

Janik Bienemann, Caroline Grohs, Tobias Völlmecke, Jonathan Schupp, Anja Stumpf, Annika Mandel, Kerstin Krüger, Inga Westpfahl, Merle Schulenburg, Moritz Seegebart

Magdalena Keller, Georg Scharl, Lisa Altrath, Willy Kaussen

Beratung: Niklas Wischnewski, Heike Vollmeier, Natalie Martens, Sarvin Ejtehadi

Strategie: Jörg Aschenbrenner

Production: Judith Uhrlau, Franz Schuier

Hogarth Hamburg

Moritz Hansen, Speira GmbH - Aluminiumstr. 1 - 41515 Grevenbroich, Germany