A half-century has passed since Serviceplan Group established in Munich. Since 1970 and up to 2020, the agency had plenty of time to speak about itself and help people create an image of what it does for a living. In no time, Serviceplan has grown into “Europe’s largest leading independent agency group.”
Driven by the motto “Born Integrated,” the Munich-based agency came up with a unique installation and visual model as part of the 50th anniversary. As expected, the visuals’ main theme is “integration,” a concept that guided the agency for so many years. Created in partnership with the Hamburg design agency Studio Oeding, the new identity is supported by a logo and a microsite, where people can immerse themselves in the Serviceplan experience.
The “Born Integrated” philosophy is brought to life in an original way and a unique arrangement. The agency left its visual fingerprints on its furniture, business equipment, employee and customer gifts, screensavers, social media profiles, advertisements, or even the office dog. When placed together, these elements form an ensemble that nicely defines the agency’s employees, partners, and friends.
Alexander Schill, Worldwide Chief Creative Officer of the Serviceplan Group, explains: “Serviceplan was started in 1970 by two co-founders in Munich, and we have since become Europe’s leading independent agency group. In the 50-year anniversary design, we combine our pride in the past with the excitement of working together in the future. Because for the future, more than ever before — and not only in view of the current challenges in the world — the individual is nothing without the team. In the future, our industry will be characterized more than ever before by cooperation and the creation of the right teams.”
While the logo speaks for itself, the microsite invites users to discover Serviceplan’s history. Viewers are invited to scroll on the webpage to unlock the digital adventure. Similar to an octopus, the logo has arms and tentacles, which strategically spread over the virtual office. The ‘tentacles’ feature some stories, each part of the agency’s heritage. Once you reach the “finish” line, you can finally see the whole maze where you’ve been walking through. The experience ends with a short film where you can catch a glimpse of how things unfolded in the Serviceplan family.
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