Description.
Construction
Kollitsch Gruppe
The Kollitsch Group is a third-generation, owner-managed family business with more than ten operating companies in the areas of real estate development, construction and architecture. The task was to create a consistent brand identity from this diversity, without losing the individual strengths of each company. Using a revolutionary archetype concept, a common identity was developed that enabled both unity and differentiation. The group's guiding principle, the archetype of the magician, was brought to life at all levels. The result: a striking, inspiring presence with clear differentiation, high recognizability and a strong cultural impact, both internally and externally.
The Challenge
After years of growth, the group had fragmented into many individual brands. Each operated with its own name, identity and communication style. The goal was to unite this brand world under the common name Kollitsch Group, without losing the diversity of the divisions or missing their respective target audiences.
Strategic Approach
The group of companies as a whole was assigned the archetype of the magician, a symbol of transformation, inspiration and the seemingly impossible. Each of the three core divisions was also given its own archetype, emphasizing its respective strengths, combined with the magician as a unifying element. This is how we created:
Real Estate Development: The Lover + The Magician
Construction: The Ambassador + The Magician
Architecture: The Creator + The Magician
Implementation
Identity Architecture: Building on the archetypes, a consistent identity was developed for each division with its own style, tone, and visual language.
Design System
A total of 14 colors, two corporate fonts, three and a half visual styles and three and a half tonalities were created, coordinated with the archetype pairs.
Services.
Brand Identity
UX/UI Design
Peek behind the curtain.
Results & Impact
The Kollitsch Group now presents a unified image without diluting the strengths of individual companies. The magician as the guiding archetype creates clear differentiation from the competition and high recognition. The new brand logic had a profound impact on the organization and strengthened the shared vision. The combination of clarity and flexibility was positively received by partners, customers and employees alike.
Learnings & Outlook
Archetypes enable strategic brand management beyond rigid CI rules. Especially in heterogeneous corporate groups, clever combinations can create a balance between unity and differentiation. The Kollitsch Group demonstrates that those who think in new brand spaces can redesign brand management which is inspiring, consistent and future-proof.
