MediaMarkt and MediaMarktSaturn – Expressive Flexibility in a System

MediaMarkt is Europe's largest electronics retailer and aspires to become the experience champion within the consumer electronics segment. Therefore, the brand experience needed to become much more flexible and expressive to address future target groups and markets. We developed a new, dynamic brand identity that allows for max. flexibility and creative expression, yet still ensures bold recognition. It introduces an extensive set of revised and new iconic brand elements, such as the Swirl. Along with the new brand design, we created multiple measures for brand governance and activation to manage and implement the design across 11 markets.