The aim was to establish a consistent communication logic that works across all channels - nationally and internationally, internally and externally. The messages had to make the strategic realignment tangible and promote identification with the Otto Group's new course. At the same time, heterogeneous work processes from different specialist areas had to be brought together and content developed in parallel with existing formats.

The target groups addressed ranged from employees to investors, media and market partners.

We developed an overarching leitmotif that conveys the Otto Group's transformation both visually and in terms of content. This motif was flexibly transferred to various formats and formed the central theme of the entire communication.

The image section of the annual report became the central stage, flanked by digital formats such as microsites, newsletters and social media. The result was a consistent image that creates trust and provides orientation - across all channels and media.

Moving formats were also used to support strategic communication: animated intros and visuals that visually pick up on the leitmotif and transfer it into digital contexts. These components were used in presentations and social media posts and ensured visual consistency. Moving images thus became an integral part of the campaign - unobtrusive but effective.

The Otto Group's new image creates clarity in a phase of change. All measures - from the report to the newsletter - interlock in terms of content and visuals. Internal collaboration was structured through central project management, synergies were utilised and processes harmonised.

RYZE Digital not only took on the conception and realisation, but also the role of a connecting authority between the specialist departments. Communication thus became a stable framework for change.