Activating the new Sartorius corporate design by creating a living ecosystem

How to enable employees of a global acting and fast-growing organization to adopt and apply the new corporate design consistently?

The “Sartorius Brand Platform” was co-created which is based on the needs of employees to encourage brand acceptance while also enhancing operational efficiency. The platform ensured rapid adoption of the new brand, streamlined global brand communication, and empowered employees to actively participate in the creation of brand assets, resulting in a scalable, dynamic brand ecosystem.

Enabling consistent brand application by strengthening brand acceptance

Simplifying Progress: The One Stop Brand Shop

+100,000

Accesses per year. Each access saves ~2 minutes of time increasing Sartorius’ operational efficiency.

+1,800

Brand elements and application guides

+1,200

corporate icons co-created together with Sartorius employees

The chilli approach

In spring 2020, Sartorius – a trusted partner of the biopharmaceutical industry – introduced its new brand. But how to enable 15,000 employees to apply the radically new corporate design correctly and consistently from one day to the next? Different business units, heterogeneous user types and global mergers and acquisitions made brand activation a real challenge for Sartorius.

A user-centered design process was initiated to identify frequent use cases and most relevant user needs. Based on these valuable insights we created an unique brand platform with a need oriented navigation structure, efficient access logics and an intuitive content architecture.

The result is the »Sartorius brand platform« and it is more than the definition of colors and typography. The simple & prompt user experience supports users in their daily work. Providing guidance where it is needed and showing up creative possibilities for shaping the brand participatively. The living brand ecosystem allows its users to use the brand assets in a systematic way. This increases acceptance and simplifies the application of the brand.

One of the most essential driver for overall brand engagement and adoption was the 'icon-as-a-service' concept, activating the creative power of employees. This collaborative approach of requesting and co-creating icons has since resulted in a dynamic icon library, now hosting 1,200+ icons – and growing.

The one stop brand shop for assets and guidance

The Brand Platform is the go-to place for all brand-relevant information – including the brand identity and brand design. Intuitively structured, explanations, guidelines, best practices and templates are at the users’ fingertips. The result was that the new brand was quickly adopted by all employees worldwide, enabling a harmonized external brand communication.

“Our tailored approach not only ensured a rapid introduction of the new brand, but also created a scalable ecosystem that fosters creativity and collaboration across global teams at all levels of the organization.”
Philipp Schütz, Partner, chilli mind GmbH