Volkswagen Group Pension Scheme

•

Venture - Brand concept

After communicating with employees with regular, yet visually unrelated newsletters for years, VW Group requested as part of an upcoming tender process that a new unified brand be created to bring together their internal pension branding. My concept was 'Venture', an idea based on treating saving for retirement like planning for an important journey. This involved the use of hero photography that portrayed travel, exploration and a sense of discovery.

The layout of the newsletter was minimal and clear, leaving the photography to take prominence and allowing important details in the copy to be easily understood. Colour tones for copy and graphical elements were taken from the imagery for a natural and earthy feel.

Coloured segments were taken from the 'V' brand icon and repeated in a scattered pattern across pages to reinforce the new brand style and variation to the spreads. This was also used on the website design, which kept to the same minimal look as the booklet.

There was also scope to consider a digital newsletter to be pushed to employees on a regular basis. This would have benefitted from animated content like videos or cinemagraphs of open landscapes to bring out the theme of the new 'Venture' brand.