{"id":25944,"date":"2024-03-15T09:11:29","date_gmt":"2024-03-15T08:11:29","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=212090"},"modified":"2024-11-11T09:11:47","modified_gmt":"2024-11-11T08:11:47","slug":"solid-identities-macht-aus-any-working-mom-den-brand-mal-ehrlich","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-03-15\/solid-identities-macht-aus-any-working-mom-den-brand-mal-ehrlich\/","title":{"rendered":"Solid Identities transforme \"Any Working Mom\" en marque \"Mal ehrlich\"."},"content":{"rendered":"<p><img class=\"aligncenter wp-image-212096 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/1_Solid_malehrlich_Webseite.jpg\" alt=\"Honn\u00eatement\" width=\"1200\" height=\"801\" \/><\/p>\r\n<p>La plateforme m\u00e9diatique a pour principe d'\u00e9crire des textes honn\u00eates - pouss\u00e9s et inspir\u00e9s par sa communaut\u00e9. <a href=\"https:\/\/mal-ehrlich.ch\/\" rel=\"noopener\">\"Franchement\"<\/a> veut aborder ouvertement et sans tabou tous les th\u00e8mes li\u00e9s \u00e0 la parentalit\u00e9. La cr\u00e9ation d'un univers de marque \"honn\u00eate\" \u00e9tait donc la cons\u00e9quence logique. L'utilisation inhabituelle du logo doit \u00e9galement montrer que le nom est tout un programme : Compl\u00e9t\u00e9 par un deux-points, il s'int\u00e8gre directement dans des d\u00e9clarations fortes ou dans des sous-marques.<\/p>\r\n<p>\"Le 'me' anglais dans la forme courte du logo n'est pas un hasard. La cl\u00e9 d'une vie de famille heureuse r\u00e9side souvent dans le fait que les parents prennent soin d'eux-m\u00eames\", explique Selina Eugster, directrice de cr\u00e9ation chez Solid Identities et responsable de la nouvelle image de marque c\u00f4t\u00e9 agence.<\/p>\r\n<p><a href=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/2_Solid_malehrlich_Webseite_Home_Shop.jpg\"><img class=\"attachment-full size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/2_Solid_malehrlich_Webseite_Home_Shop.jpg\" alt=\"\" width=\"1200\" height=\"643\" \/><\/a> <a href=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/3_Solid_malehrlich_Bildwelt_Klebband.jpg\"><img class=\"attachment-full size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/3_Solid_malehrlich_Bildwelt_Klebband.jpg\" alt=\"\" width=\"1200\" height=\"643\" \/><\/a> <a href=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/4_Solid_malehrlich_Logo_Farben.jpg\"><img class=\"attachment-full size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/4_Solid_malehrlich_Logo_Farben.jpg\" alt=\"\" width=\"1200\" height=\"641\" \/><\/a><\/p>\r\n<h3><strong>Un rebranding complet<\/strong><\/h3>\r\n<p>Le projet de rebranding comprenait l'accompagnement dans le processus de naming, le d\u00e9veloppement de l'ensemble de l'image de marque, y compris le logo, les formats pour les m\u00e9dias sociaux, le design UX du nouveau site web avec un concept store ainsi que la mise en place des directives num\u00e9riques. Les valeurs de la marque, \u00e0 savoir l'assurance, la confiance, l'honn\u00eatet\u00e9, l'empathie et l'humour, ont \u00e9t\u00e9 traduites en une image de marque autonome et de grande qualit\u00e9, qui v\u00e9hicule et soutient la force lumineuse de cette entreprise.<\/p>\r\n<h3><strong>Une apparence unique<\/strong><\/h3>\r\n<p>Avec le double point comme symbole visuel ainsi que les pictogrammes anim\u00e9s qui en d\u00e9coulent formellement, une tonalit\u00e9 de couleur forte et une police de caract\u00e8res moderne, \"Mal ehrlich\" veut communiquer avec un langage unique et proche. Avec cette pr\u00e9sentation, la marque est pr\u00eate \u00e0 r\u00e9pondre aux exigences et aux besoins futurs de la communaut\u00e9. En m\u00eame temps, elle est le reflet de l'entreprise, de ses valeurs et de son attitude.<\/p>\r\n<p>\"Notre objectif \u00e9tait de d\u00e9velopper une bo\u00eete \u00e0 outils pour les marques, qui permette de communiquer honn\u00eatement sur l'incroyable diversit\u00e9 des formats et des contenus. La nouvelle pr\u00e9sentation devait \u00eatre vivante, facile \u00e0 utiliser, sans pour autant compromettre la coh\u00e9rence de la marque\", poursuit Eugster.<\/p>\r\n<p><\/p>\r\n<p><a href=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/5_Solid_malehrlich_Piktos.jpg\"><img class=\"attachment-full size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/5_Solid_malehrlich_Piktos.jpg\" alt=\"\" width=\"1200\" height=\"643\" \/><\/a> <a href=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/6_Solid_malehrlich_Social_Media.jpg\"><img class=\"attachment-full size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/6_Solid_malehrlich_Social_Media.jpg\" alt=\"\" width=\"1200\" height=\"643\" \/><\/a> <a href=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/7_Solid_malehrlich_Web_Mag.jpg\"><img class=\"attachment-full size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/03\/7_Solid_malehrlich_Web_Mag.jpg\" alt=\"\" width=\"1200\" height=\"643\" \/><\/a><\/p>\r\n<hr \/>\r\n<p><strong>Responsable chez Mal honn\u00eate : <\/strong>Rebecca Krausse (direction \/ direction de projet rebranding), Anja Knabenhans (direction du contenu), Andrea Jansen (strat\u00e9gie et d\u00e9veloppement). <strong>Responsable chez Solid Identities : <\/strong>Selina Eugster (direction de la cr\u00e9ation), Levin Bissig (UX &amp; motion design), S\u00e9verine Telley (brand design), Elmar M\u00fcller (naming).<\/p>","protected":false},"excerpt":{"rendered":"<p>La plate-forme m\u00e9diatique et la communaut\u00e9 pour parents \u00e9tablie sous le nom de \"Any Working Mom\" \u00e9largit ses domaines th\u00e9matiques et le souligne par un changement de nom et un rebranding complet. L'agence zurichoise Solid Identities est responsable du nouveau brand design ainsi que de l'UX design du site web.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Mal ehrlich","_yoast_wpseo_metadesc":"Rebranding von \"Mal ehrlich\": Ehrliche Texte und eine klare Markenwelt f\u00fcr Elternschaft. Neues Design mit Doppelpunkt-Logo.","articlekey":"","footnotes":""},"categories":[29],"tags":[4153,2617,2851,3609],"class_list":["post-25944","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-mal-ehrlich","tag-marken","tag-rebranding","tag-solid-identities"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Solid Identities macht aus \u00abAny Working Mom\u00bb den Brand \u00abMal ehrlich\u00bb - Organisator<\/title>\n<meta name=\"description\" content=\"Rebranding von &quot;Mal ehrlich&quot;: Ehrliche Texte und eine klare Markenwelt f\u00fcr Elternschaft. 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