Red Dot Award 2025: Otto Group Annual Report impresses in Brand & Communication Design

Red Dot Award - internationally recognised seal of quality

The Red Dot Award is one of the world's leading competitions for design and communication. For over 60 years, it has honoured projects that stand out for their creative excellence, high design quality and strategic clarity. The award is divided into three disciplines: Product Design, Brands & Communication Design and Design Concept.

The Brand & Communication Design category recognises campaigns, brand appearances and communication solutions that convey a clear message and effectively bring the brand identity to life - both online and offline.

Evaluation criteria: What the jury looks for

An international jury of experts carefully scrutinises each submitted project on the basis of defined criteria. Important aspects include

• Design quality: coherent design language, well thought-out typography, harmonious imagery.
• Creativity & originality: Innovative ideas that stand out from standard solutions.
• Target group orientation: Customised messages for internal and external stakeholders.
• Strategic clarity: Comprehensible leitmotifs and consistent communication across all channels.
• Degree of innovation: Use of new technologies, formats or strategies to increase brand awareness.

Only projects that are convincing in all areas are awarded the Red Dot - this makes winning a special honour.

The award-winning project: Otto Group Annual Report 2024

In 2024, the Otto Group was in a phase of profound transformation - with a change in management, strategic realignment, modernisation of the corporate structure and new requirements due to the CSRD directive.

RYZE Digital developed an overarching communicative leitmotif that was integrated into all media formats as a unifying element: from the image section of the annual report, microsite and newsletter to social media graphics and moving image formats. The aim was to convey strategic content in an understandable way, sharpen the brand identity and create a uniform visual image.

Strategy, design and technology in perfect harmony

Our implementation was characterised by:

• Stringent brand message for internal and external target groups.
• Visual consistency in layout, visual language and animations.
• Parallel development of content, design and technical solutions.
• Close coordination with all departments involved to harmonise processes.
• Integration of CSRD requirements in structure, content and workflows.

In addition, we implemented moving image formats with animated visuals that effectively anchored the leitmotif in social media and presentations.

Results that convince

The success was measurable - and convinced the Red Dot jury:

• Doubling of PDF downloads of the annual report compared to the previous year.
• Increase in social media reach thanks to consistent campaign design.
• Positive feedback from internal and external communication.
• Follow-up projects already commissioned by the Otto Group.