Shared foundation
Auxilium GmbH 14 companies. One brand

How can the identity of 14 independent companies be represented within a single brand?
Auxilium faced exactly this challenge. Together, we developed a brand structure that preserves the diversity of each individual company—while creating a strong, unified identity.

Starting from an in-depth analysis, we gradually defined a clear brand vision that aligns attitude, values, and positioning. From this, a brand presence emerged that provides orientation—both internally and externally—and extends seamlessly across all touchpoints along the customer journey.

The result: a consistent brand with a distinct character that makes the merger visible without losing the individuality of each company.

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Our approach

How we work

At the beginning of the project, the task was to develop a unified brand identity for 14 independent companies.
Based on a comprehensive analysis of user needs, market conditions, and internal structures, we defined what fundamentally characterizes the companies of Auxilium GmbH—and how this diversity can be united under a clear, overarching brand.

Building on this foundation, we developed a strategic brand architecture that precisely defines attitude, tone of voice, and values, serving as a guiding framework for all communication and design decisions.

From this, a visual identity was created and translated into a scalable, coherent system—from information architecture to a modular website template.

In parallel, the brand was implemented operationally: developing and launching the website, designing core communication materials, and supporting the rollout across the individual companies.

The result: a consistent brand identity that works on every level—strategically, visually, digitally, and in day-to-day application.

Our services

#RESEARCH & STRATEGY
User research
Stakeholder interviews
Co-creation workshops
Market and competitor analysis
Brand architecture and positioning
Definition of values and tone of voice
Strategic guidelines for brand and communication

#VISUAL DESIGN
Development of the corporate design
Color palette, typography, visual language
Design of key communication materials
Creation of a design system
Adaptation for analog and digital applications

#DIGITAL DESIGN
Information architecture
Interactive prototypes
Modular website templates
Technical implementation including CMS and hosting

RESEARCH & STRATEGY

Through qualitative interviews, market analyses, and internal assessments, we gained a deep understanding of users, competitors, and the organization itself.
This insight formed the basis for a customer strategy that defines shared values and a clear positioning—creating a strong, unifying foundation for all future initiatives.

VISUAL DESIGN

The visual concept transforms the strategic foundations into a distinctive and cohesive brand identity.
The color palette, typography, and imagery express unity and professionalism—while leaving room for individual expression across the group.

DIGITAL DESIGN

The brand was transformed into a flexible digital ecosystem.
With a scalable information architecture, modular page templates, and a consistent UX design, it provides the foundation for all future websites across the group—brand-consistent, easy to manage, and designed for long-term growth.