Economy and society are undergoing profound transformation processes. Digitalization affects literally everything, the social legitimation of companies and their brands is increasingly being critically questioned. Thanks to »Fridays for Future«, the climate debate has picked up full speed – Siemens CEO Joe Kaeser can tell a thing or two about it. Companies are increasingly forced to review their strategies and realign themselves, and in the process are being restructured, merged or split off parts of the company. All this serves to answer the central question: What do society and our stakeholders need, and what contribution can or must we as a company make?
The Munich-based brand and design agency Truffle Bay is taking this development – and its 10th anniversary – as an opportunity to reposition itself and is making this visible with a new brand identity and a new website: »In future, under the Truffle Bay Brand Strategy & Design brand, we will position ourselves even more clearly as experts for strategic brand and design issues in transformation processes,« explains founder and owner Christopher Wünsche. »We recognize that the pressure to make business models fit for the future is increasing and that there is also a high demand for ›big‹ branding solutions.« »Since our foundation, we have completely (re-) created brands such as Bilfinger, Vonovia, Ledvance, Hoffmann Group, Apleona and most recently Jelbi (BVG Berlin) for our clients or have realigned them in terms of brand strategy. The focus has always been on the central statements that the corporate brand must stand for in view of the questions of purpose, meaning or legitimacy,« adds Sebastian May, Partner and Head of Strategy at Truffle Bay and already on board since 2011. »With the repositioning, we are sharpening this profile once again.«
Identity processes in the transformation
Under the motto »Clarity and Creativity for Brands in Transformation«, the Truffle Bay team offers its clients comprehensive identity processes with market and trend analyses, internal corporate culture analyses, name development including worldwide trademark law support, brand strategies and the development of brand identities as well as comprehensive creative design solutions and brand experiences. »Offering all this from a single source is important and critical to success, because many clients are faced with the challenge of having to completely reinvent themselves as a company, usually for the first time. For example, when they enter the market without the former parent company and under a new brand,« Wünsche knows from many years of experience. »Without an outside view, such a complex task is often very difficult to accomplish.«
Sound strategic know-how and creative competence
The brand strategists Wünsche and May, who both previously worked at Interbrand, have been working for years with well-known experts in naming, brand law, brand implementation, change communication and, most recently, strategy consulting. The third head of the management team is Creative Director Sebastian Becker. He moved from Munich-based local competitor Martin et Karczinski to Truffle Bay in 2018. »What attracted me to Truffle Bay was the comprehensive context of complex brand development in corporate transformation processes,« says Becker, who heads the ten-member creative unit. »The subject of design and creativity has long since become more than a ›nice-to-have‹ for aesthetes. The business value has long been clearly proven: there is a strong positive correlation between design best practice and financial corporate performance – both in terms of sales and returns. And this even across all industry boundaries, in both the B2B and B2C sectors.«
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V. Test