Brand re-design and service design for Caritas Leipzig
Let good things become visible
Since 2020, Kollaborat has been working together with the office of the Caritasverband Leipzig e.V. to increase the visibility of the brand. The goal is to better implement the mission statement and the values of Caritas Leipzig in communication in order to help the brand gain more charisma internally and externally.
Social competence
After researching and analysing the brand identity of Caritas Leipzig, it became clear that the brand urgently needed to be brought into the present and better positioned for the future. For this, Caritas needed a uniform visual appearance. The previous means of communication were very different, which meant that no identification-forming image of Caritas in Leipzig could be perceived. One requirement placed on Kollaborat was to develop a design solution that would be as simple as possible to implement, as the public relations team has only limited personnel capacities.
The layout principle “Layers”
The layout principle of levels symbolises that clients' problems are multi-layered, Caritas' work is multifaceted and communication with people is level-specific. The layout principle also makes it possible to communicate graphically on different levels and to emphasise content or place it in the background in a targeted manner. Depending on the needs, the top level can communicate in a very simplified (headlines), emotional (image) or complex (continuous text) way.
Clarify the imagery
The analysis of the image motifs used so far showed that the possibilities to improve the imagery of Caritas Leipzig are manifold. Colour saturation, image message, focus, eye contact, degree of abstraction or activation potential were unresolved. In order to promote a uniform approach to images in the future and thus use them as an essential design element for building a stable brand, a separate image style was developed with the 5 image principles: real, friendly, committed, close, branded. With a colour lookup table, it is now possible to give images from different sources a visually consistent Caritas Leipzig look with one click in Photoshop. All Caritas image corrections are in a preset that can be easily loaded.
Typography - showing contrasts
In the typography of Caritas Leipzig, content is structured by contrasts. The contrast in font sizes and weights as well as the backgrounds in the text take up the principle of layers. This makes both calm and dynamic communication possible.
The colour spectrum - secondary colour helps differentiate
The colour spectrum is extended by a deep red. The secondary colour supports the dominant Caritas red without competing with it. The colour impression of Caritas Leipzig is thus sharpened and supports differentiation from competitors who also use a red in their appearance. The severity in the colour climate shows the clarity and seriousness in the Caritas Leipzig association
Logo and the anniversary year
In the logo of Caritas Leipzig, which was revised in 2020, more weight was given to the word mark and the location was emphasised in colour. This makes the brand full of character, louder and its local reference visible. 150 years of Caritas in Leipzig must be celebrated. To mark this occasion, a sensitively developed version of the new logo was published in 2021, shortly after its introduction. The anniversary logo of Caritas Leipzig is based on the typographic and colour concept of the new logo.
The concept - book within a book
Different levels come together in this anniversary brochure. The chronicle section runs through the publication like a red thread. The reader is interrupted at several historical developments, followed by inserts from the present that show the significance of past work up to the present day. The result is a “book within a book” reading experience in which the chronicle, inserts from the present and introductions to historical personalities are clearly differentiated for the reader in terms of design and a lively and profound view of history becomes visible. The Swiss brochure and the open spine give the publication its lightness.
Service design for the Caritas clients center: finding more time for the client
What does service design mean for a welfare association? How do you design visitor management for a social counselling centre? From which perspective should the counselling process be organised? Caritas Leipzig planned a spatial consolidation of all 6 counselling areas in a new building. This meant that a coordinated, efficient, stress-free and safe process of the counselling services became essential. The increasing number of clients increased the pressure. The counselling centres were not prepared for this with their previous number machines. In addition to the growing number of clients, the demands for good service are also increasing. This is contrasted by outdated techniques that make processes unmanageable, working conditions worse and staff dissatisfied. Clients feel this and switch to other providers.
Understanding Social Counselling
In order to identify the causes of the problem and to be able to develop a long-term as well as functional solution, Kollaborat visited the counselling facility and documented the observation in the waiting area. Interviews were conducted with staff from the departments. 65 questions helped to gain insight into the complex topic and to understand the different ways of working of the counsellors. The evaluation of the information brought out many common needs, wishes but also fears.
Client management is needed that improves cooperation, provides clear structures, is low-threshold and offers options to the specialist areas.
Digital solution: Promise of the “Green Way”
Digitisation in social work is a sensitive topic, but not a contradiction. In order to make all participants aware of this, the concept of the "green way" was used. It combines the following sub-areas: Appointment system, consultation concept, call system, self-assignment, ticket system, client file. In an easy-to-understand language and appealing form, the functionality was explained, the requirements were stated and the advantages of an improved service were highlighted. With this project, Kollaborat was able to support Caritas Leipzig in an important step of the digital transformation.
• Optimisation of communication
• No duplication of work, e.g. when recording client information
• Central availability
• Interdisciplinary cooperation
• Freedom for the teams through adaptations
• A framework/basic structure that makes planning possible, works solidly, is expandable, allows flexibility, simplifies training for new staff, substitutes in case of absence
• Everyone has insight and knowledge, can help each other
• Concentrated work, fewer disturbances, e.g. through telephone enquiries
• Overview of processes (statistics on popular counselling times) and opportunities for optimisation
• Organising and recording client data can be more automated
• More possibilities for clients (in communication and time windows), thus creating fewer inhibitions
• More transparency for the client
• More flexibility through decentralised work, e.g. at other locations, mobile or at home.
Project facts
Text: Time: July 2019 – October 2022
Client: Caritas Leipzig e.V., Leipzig
Job: Brand redesign, service design
Participants: Joey Förster, Jakob Gleisberg, Julia Göhler, Hendrik Möller, Ulrich Scheel
