Wohnbau-Genossenschaft Nordwest (wgn) is a non-profit housing cooperative that promotes co-operative housing construction sustainably and in various ways: It develops areas and creates affordable housing. She also manages real estate and takes over property management for other cooperatives. Wgn pursues holistic basic values: living space for all is a prerequisite for social interaction, and its commitment to it is a sign of solidarity. In doing so, she strives to achieve a high standard of living and quality of life for the people who are at home with her and her partner organizations.
After a fruitful strategy workshop with the wgn executives, we worked out the cornerstones of the new branding. With the value of "common" as the core of the brand and the definition of the target groups, it became clear that the change to a friendly, lively corporate design was in order, which could appeal to clients as well as a down-to-earth, mixed target group. SUAN condensed these strategic considerations and developed a holistic corporate design that responds to the core values of the cooperative and puts people at the center.
Logo and imagery
The lower case of the brand wgn conveys agility, the breaking of the small g underscores this. The script was specially constructed and the g emphasizes the cooperative it stands for. The circle stands in several cultures for the whole, the common, the comprehensive. It's not just an element of the logo, it's also used on the media.
This is where the visual world comes into play: wgn is there for everyone, for people like you and me. Different people are shown together in the media, accompany on the website or look at the pictures in the brochure as if they were in the middle of the action. These people are also often combined with the circles. Sometimes it is a single person, sometimes several people are in a circle together, as is the case with shared apartments. The color scheme is a cheerful and clear, but is used in the circles as a pastel gradation always on white, so that it moves into the background and the focus is clearly focused on the content of the media. The combination of the complementary colors dark green and pink in the logo adds further tension to the design. A dark color like the petrol green makes it possible to put texts legibly in the primary color. The carefree, lighter pink as a counterpoint loosens up the dark, in combination the colors look dynamic and flexible. The unusual color combination in the industry gives the wgn a coherent identity.
Stationery and Editorial Design
The structure of the website has been simplified and the main competences are clearly shown. Various properties and rental properties are listed in a well-kept list and, for a better overview, re-listed with their location on a map. The team introduces itself personally; the employee portraits pick up the colors defined in the corporate design.