The CD with its fresh look and feel should make you want to take a closer look at the topic of careers.
THE TASK
Development of a corporate design manual in line with the existing CD for our client KMG Kliniken. The healthcare company KMG Kliniken operates numerous facilities at more than 20 locations in four federal states. As part of the creation of a fully-fledged, independent career portal by UVA, for all content relating to careers, training and KMG as an employer, the design manual for the online presence and all print products also had to be expanded. It was to have its own look and feel, but still be based on the KMG Kliniken CD.
THE IMPLEMENTATION
The framework conditions and, above all, the content requirements were worked out with the customer in several workshops moderated by UVA. It became clear that the new functions should be recognizable through an expanded color scheme, for example. In addition to the primary color turquoise, two secondary colors were used: orange for the interests of trained specialists (employee level) and pink for information on training and further education, trainees and students (training level). Recognizability is achieved, among other things, by retaining the organically curved lines found in the KMG clinics’ butterfly logo.
THE RESULT
Thanks to the new background color scheme, the career portal and print products/publications are immediately visually recognizable as independent. The design is calming, user-friendly and inviting. Partial and complete areas of color have an activating but at the same time clear effect, while the design ensures recognition. The KMG-Kliniken logo remains unchanged in the new corporate design, but is often used in a smaller version. The visual language is characterized by photos of employees. When designing the templates for the various advertising formats, posters and brochures, great care was taken to ensure that they are as user-friendly as possible.
