Haufe Akademie

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Haufe Akademie is the largest L&D provider in the German-speaking market. For years their brand still looked like the seminar organizer they used to be. Meanwhile L&D had shifted from an HR line item to a board-level priority. The buyers had changed. The brand hadn’t.

Big rebrands usually mean big agencies. Haufe Akademie took the opposite bet: a small studio that could carry strategy, design, and build through a multi-business organisation without grinding to a halt.

We rebuilt from positioning out. Every product got a sharper proposition: a clear value statement, not a catalog description. The portfolio became navigable as one offer.

The visual identity carries the new positioning into every surface Haufe Akademie owns. New logo, custom typeface, color system. A tone of voice for the senior decision-makers picking L&D. Short on jargon, long on point of view. A design system that holds across course pages, partner microsites, print catalogs, signage, social, and the new website. With templates the in-house teams keep running on their own.

Brand positioning, Brand design, Art & Photography direction, Print Design, Social Media Design, Website design, Website development, Tone of Voice