Brand Design Master Class

Consileon as part of the “powerhouse” in the further development of Volkswagen’s digital brand presence

Volkswagen unveiled its new digital brand presence at the IAA in September 2019. Essential components of this far-reaching rebranding are the website in a new design with new technology, a targeted focus on end customers, their needs and wishes, and a new high-performance, easy-to-use and media-rich internet vehicle configurator.

The new brand identity is led by the Volkswagen AG logo, which was redesigned for the 2019 live run and comes along without glitz and effects, but convinces with its simplicity and reduction to the essentials.

Behind the New Brand Design is Volkswagen’s Powerhouse. There, the strategic realignment of the Volkswagen brand was planned and implemented in cooperation with the 16 most important agencies. Consileon is one of these companies that played an active role in redesigning the brand identity of the world’s largest automobile manufacturer.

As a result of the ongoing pandemic, the agencies of the “Powerhouse” presented the contents and results of New Brand Design a few weeks ago as an emotional, digital remote live event “Brand Design Master Class” in front of several hundred participants. The interested audience saw a perfectly coordinated interaction of virtually connected speakers, emotionally charged video feeds, live studio moderations and a panel discussion held live in the studio in a smaller group – naturally in compliance with the current hygiene regulations.

Consileon has been a trusted partner in Volkswagen’s digital marketing for many years. In addition to supporting the continuous optimization of website features and functionalities, Consileon is also responsible for the technical, worldwide roll-out and live market support of the vehicle configurator and dealer contact functionalities, among others. In the period following the announcement of the new brand presence, the new website was rolled out in record time. In just three weeks, 40 international markets with a focus on Europe received the new website with the new configurator and dealer contact. The remaining markets worldwide, both for passenger cars and for the Commercial Vehicles division, then followed by the end of 2020.

In 2021, Consileon will continue to support its customer Volkswagen in the further development of its digital brand presence.

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