Kraft Foods Europe – The Wire Branding And Integrated Campaign

Kraft Foods Europe – The Wire Branding and Integrated Campaign is an innovative internal communication and knowledge-sharing platform design project that revolutionized information exchange among marketing professionals across Europe. This comprehensive branding initiative, developed by Taxi Studio in collaboration with Proximity for website development, addressed the critical challenge of siloed knowledge and redundant work processes within a large corporate marketing structure. The solution manifested as The Wire, featuring the compelling tagline Your line to fresh thinking, which effectively symbolized the interconnectivity and knowledge flow between professionals. The design concept cleverly utilized visual metaphors of connection, incorporating wire-inspired graphics that literally represented the linking of individuals across the organization. The campaign's strategic brilliance lay in its insight-driven approach, acknowledging and playfully leveraging the professional obsession characteristic of brand marketers, transforming this trait into a unifying element of the platform's identity. This social networking-style platform, designed for over 600 marketing professionals, successfully broke down conventional organizational silos and fostered a culture of collaboration and knowledge sharing. The project's excellence in visual communication and strategic design was recognized with a Silver A' Design Award in the Graphics, Illustration and Visual Communication Design category, acknowledging its innovative approach to internal branding and its significant impact on organizational efficiency. The design demonstrated exceptional merit in its ability to combine aesthetic appeal with functional purpose, creating an engaging user experience that effectively motivated participation and transformed corporate communication practices.

Author: Adam Dawson

Keywords: branding design, internal communication platform, knowledge sharing system, corporate social networking, integrated campaign design, visual communication strategy

SOURCES:
https://competition.adesignaward.com/25438

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