Invest in Bavaria

Visual communication as a driver

Anchoring the positioning leitmotif effectively

The leitmotif “The home of the digital future” has been jointly created and in order to anchor this in our communication in all media, a visual driver has been developed as a key visual. This adequately transfers the positioning into visual communication.

The idea

Starting with these requirements, the “digital stream” was created – an illuminated strip of lights, which is integrated into the respective image story flexibly, time after time. This transfers the positioning of the Invest in Bavaria brand and makes this visible externally. The key visual acts as a driver that provides identity while working together with a characteristic and independent language of images.

The result

In the first instance, the digital stream represents the market message and thus occupies a meta level in visual communication. Qualities which characterise the brand – digitalisation, networking, partnership, business opportunities – can thus be experienced. In so doing, the digital stream acts as a stage for a wide variety of issues and picture statements. The collage technique employed means that the key visual is easy to use.



Susanne Gößler
Senior Account Manager
Tel. +49 89 895622-18