“What does their heart beat for?” This question was decisive for the company name, HRtbeat: with the intention to make recruiting completely digital, but still 100% personal — because behind every lead is a person, with an individual profile.

In a joint brand workshop with the founding team, Studio VEH developed the complete brand platform and defined brand values, brand belief and brand purpose, as well as a claim based on the positioning in the market:
Recruiting am Puls der Industrie (=Recruiting on the pulse of the industry).

Based on the idea of the „purple squirrel“ — a term used in the recruiting industry to describe a candidate that is so perfect for a job that they are almost impossible to find — Studio VEH developed a full visual system for the brand with the goal that the whole HRtbeat team can use and work with in on their own for creating all future digital HR campaigns, including templates for campaign landing pages.

Strategy: Franziska Veh, Mark-Marcel Müller
Creative Direction: Franziska Veh
Claim/Text: Mark-Marcel Müller
Art Direction: Anna Lind Haugaard
Design: Callum O’Neill
Development: Ralf Büsch
Project Management: Kiyoshi Stelzner

Vossloh Rolling Stock is building rail vehicles and platform concepts that constantly set new standards in their respective fields of application. With the new partnership with CRRC ZELC, new opportunities to make an important contribution to safe and eco-friendly freight transportation throughout Europe are presenting themselves.

Therefore, Vossloh Rolling Stock partnered up with Studio VEH: Over the period of 12 months, Studio VEH created everything from the new brand strategy, claim, product naming to a full visual identity including an extensive brand guide for both the brand Vossloh Rolling Stock and their europe wide service network, IMATEQ. In the next step, Studio VEH also developed and planned the full launch communication across all communication channels for the big launch at Germany’s biggest railway fair — InnoTrans.

We believe it is important not only to anticipate what lies ahead, but to grasp how what is coming may change the context of our lives and work. Hence, it was consequential for us to ask the question: What does Vossloh Rolling Stock want to stand for?

After an extended competitor analysis and the development of a market matrix through various workshop sessions, we identified two strong trends in the market: Sustainability and adaptability. Both two strong aspects to help define the image territority and positioning of the brand.

Looking at the recent major developments in the railway transportation sector and the expertise of Vossloh Rolling Stock, the positioning became quite clear: Vossloh Rolling Stock is the specialist in sustainable adaptability.

Vossloh Rolling Stock pride themselves on working closely with their clients to design customised solutions. Individual and adaptable to their needs. They believe that only consistently expandable and flexible engines are sustainable and future-oriented in our ever-changing times.

This commitment is now expressed in their new claim: Sustainability in motion.

Intelligent rail logistics stands for climate protection and low-emission economic growth. This requires not only a more efficient infrastructure. At the same time, the Europe-wide renewal of locomotives is on the agenda.

Vossloh Rolling Stock comitted themselves to play a significant role in shaping this development and thus actively contribute to climate protection.

This claim is embodied in their new brand vision and mission and led to the company’s core values:

After defining the brand values, Studio Veh started developing the visual identity. Like Vossloh Rolling Stocks brand values, the brand’s design ethos and principles must be palpable in everything produced, internal and external.

The new Vossloh Rolling Stock mark reflects a steady, grounded yet modern take on a brand that has not only existed for over a century with a rich history, but has thrived and become stronger overtime.

The figurative mark represents the flexibility and versatility experienced with a Vossloh Rolling Stock locomotive or service. It embodies a consistent and smooth transition and emphasizes a uniting force that is moving forward with confidence.

To convey Vossloh Rolling Stock‘s brand values as reliable yet adaptable and to maintain a consistent brand appearance across all media and channels, we developed a customized corporate font: VosslohRollingStock Whyte.

The new corporate typeface from Vossloh Rolling Stock is a customized version of ABC Whyte, created by the type foundry Dinamo. The typeface, VosslohRollingStock Whyte, has a strong horizontal approach and caters towards the horizontal alignment of the new identity.

For all layout applications, Studio VEH developed a consistent yet flexible design system to ensure the brand’s consistent appearance across all media and channels.

For details, please visit their digital brand guide:
https://brand.vossloh-rs.com

After the development of the visual system and the creation of the digital brand guide, we were responsible for the full launch communication around the international fair InnoTrans, where the new identity of Vossloh Rolling Stock and IMATEQ was officially presented for the first time. Planning all channels for internal and external communication – for employees, customers, press – pre and post launch, Studio VEH created a full roadmap for the rollout and various applications such as memos, presentations and the official press video for the kickoff event at InnoTrans.

Strategy: Franziska Veh, Mark-Marcel Müller
Creative Direction: Franziska Veh
Brand Culture: Jens Hofmayer
Claim/Text: Mark-Marcel Müller
Design: Lind Haugaard, Aditi Kapur, Felicia Usinto, Callum O’Neill
Motion Design Brand: Stefan Sperner
Motion Design Social Media: Andryanto Wijaya
3D Renderings: muellerromca
Project Monitoring: Nea Kosma
Booth Design: undplus
Photography Booth: undplus

Vossloh Rolling Stock is building rail vehicles and platform concepts that constantly set new standards in their respective fields of application. With the new partnership with CRRC ZELC, new opportunities to make an important contribution to safe and eco-friendly freight transportation throughout Europe are presenting themselves.

Therefore, Vossloh Rolling Stock partnered up with Studio VEH: Over the period of 12 months, Studio VEH created everything from the new brand strategy, claim, product naming to a full visual identity including an extensive brand guide for both the brand Vossloh Rolling Stock and their europe wide service network, IMATEQ. In the next step, Studio VEH also developed and planned the full launch communication across all communication channels for the big launch at Germany’s biggest railway fair — InnoTrans.

We believe it is important not only to anticipate what lies ahead, but to grasp how what is coming may change the context of our lives and work. Hence, it was consequential for us to ask the question: What does Vossloh Rolling Stock want to stand for?

After an extended competitor analysis and the development of a market matrix through various workshop sessions, we identified two strong trends in the market: Sustainability and adaptability. Both two strong aspects to help define the image territority and positioning of the brand.

Looking at the recent major developments in the railway transportation sector and the expertise of Vossloh Rolling Stock, the positioning became quite clear: Vossloh Rolling Stock is the specialist in sustainable adaptability.

Vossloh Rolling Stock pride themselves on working closely with their clients to design customised solutions. Individual and adaptable to their needs. They believe that only consistently expandable and flexible engines are sustainable and future-oriented in our ever-changing times.

This commitment is now expressed in their new claim: Sustainability in motion.

Intelligent rail logistics stands for climate protection and low-emission economic growth. This requires not only a more efficient infrastructure. At the same time, the Europe-wide renewal of locomotives is on the agenda.

Vossloh Rolling Stock comitted themselves to play a significant role in shaping this development and thus actively contribute to climate protection.

This claim is embodied in their new brand vision and mission and led to the company’s core values:

After defining the brand values, Studio Veh started developing the visual identity. Like Vossloh Rolling Stocks brand values, the brand’s design ethos and principles must be palpable in everything produced, internal and external.

The new Vossloh Rolling Stock mark reflects a steady, grounded yet modern take on a brand that has not only existed for over a century with a rich history, but has thrived and become stronger overtime.

The figurative mark represents the flexibility and versatility experienced with a Vossloh Rolling Stock locomotive or service. It embodies a consistent and smooth transition and emphasizes a uniting force that is moving forward with confidence.

To convey Vossloh Rolling Stock‘s brand values as reliable yet adaptable and to maintain a consistent brand appearance across all media and channels, we developed a customized corporate font: VosslohRollingStock Whyte.

The new corporate typeface from Vossloh Rolling Stock is a customized version of ABC Whyte, created by the type foundry Dinamo. The typeface, VosslohRollingStock Whyte, has a strong horizontal approach and caters towards the horizontal alignment of the new identity.

For all layout applications, Studio VEH developed a consistent yet flexible design system to ensure the brand’s consistent appearance across all media and channels.

For details, please visit their digital brand guide:
https://brand.vossloh-rs.com

After the development of the visual system and the creation of the digital brand guide, we were responsible for the full launch communication around the international fair InnoTrans, where the new identity of Vossloh Rolling Stock and IMATEQ was officially presented for the first time. Planning all channels for internal and external communication – for employees, customers, press – pre and post launch, Studio VEH created a full roadmap for the rollout and various applications such as memos, presentations and the official press video for the kickoff event at InnoTrans.

Strategy: Franziska Veh, Mark-Marcel Müller, Jens Hofmayer
Creative Direction: Franziska Veh
Claim/Text: Mark-Marcel Müller
Design: Lind Haugaard, Aditi Kapur, Felicia Usinto, Callum O’Neill
Motion Design Brand: Stefan Sperner
Motion Design Social Media: Andryanto Wijaya
3D Renderings: muellerromca
Project Monitoring: Nea Kosma
Booth Design: undplus
Photography Booth: undplus

In the age of smartphone cameras and packed calendars, it is becoming increasingly difficult for families to preserve beautiful memories. Anyone who wants to create a classic photo album is faced with a truly mammoth task.

As a father of two young children, Axel Lilienblum, the founder of Grow, was faced with just that. Why hasn’t there been a photo album that simply grows by a few pages with the most beautiful pictures every month? Grow was born.

Studio VEH was commissioned to develop the strategy and full brand identity: from the app store and website, to the UX & UI design of an uncomplicated and motivating app, to the final print product sent by mail: A monthly growing photo album that preserves memories of moments with the greatest personal value forever. Clearer than ever: timeless design, top quality and lasting value were the key requirements.

For Grow, loving bonds are the most important thing in life. Studio VEH created a brand that reflects this brand essence not only in the communication and album design, but in the entire customer experience.

The album consists of a high-quality linen folder that is filled month after month with ever new loving moments on high-quality archival paper. The logo had to look elegant and classy on it. In the same breath, it had to create an emotional connection that anchors Grow as a permanent fixture in the user’s life.

The signet is reminiscent of a seashell — and at the same time represents the fan of a book opened upwards, its leaves captivating the viewer like the rays of a sunrise. It seems like a souvenir of a beach vacation with the family. It warms the heart, brightens our minds in everyday life and awakens a feeling of contentment and joy that never gets old.

The shell functions as a stand-alone in the app logo as well as in all communication — also in combination with the logo font below in a clear, sans-serif font.

The typographic concept for Grow is a reference to past memories and at the same time opens the view to the present as well as the life ahead. A serif typeface meets a modern sans serif. The playful combination of serifs and sans serifs connects yesterday and today — and focuses on subscribers as keepers of past moments and creators of ever new memories.

From the digital user interface to the haptic experience, the brand is brought to life in a holistic and detailed way. In the process, it naturally evokes memories of one’s own childhood and demonstrates how important loving relationships are in life. For all those involved, the development of Grow repeatedly gave rise to goosebump moments. Because of its great emotional significance, Studio VEH devoted itself to the final product with the utmost care at a very early stage, always keeping the coming generations in mind. That’s why the Grow folder, its accompanying slipcase, and the shipping packaging were designed with the environment in mind and produced with certified sustainable materials. In close communication with Axel Lilienblum and his family, Studio VEH was able to ensure that the result would meet the highest standards — and that even the youngest children would simply love it.

Axel, Founder of Grow

Creative Direction: Franziska Veh
Design: Lind Haugaard, Callum O’Neill
UI: Callum O’Neill
UX: Robert Siuda
Project Management: Kiyoshi Stelzner
Photography: Daniel Faro
Retouching: Alin Bosnoyan
Text: Mark-Marcel Müller



Doing a series of exercises during the brand workshop together, Studio VEH arrived at key values and a strong brand belief that guided the team through the process of creating a visual identity, capturing the CYCLA’s brand essence.

Since authenticity, openness, collaboration and fun are at the core of the brand personality, the team at the studio developed a circular symbol that symbolizes CYCLA’s dynamic and movement-oriented energy. This is also expressed in the new claim — Let the good times roll — also developed by Studio Veh. The dots in the word mark symbolize the fun and inclusive togetherness that CYCLA stands for.

Maren Bertram, Founder of CYCLA

It was important for CYCLA to extend the brand values to the studio space. CYCLA customers needed to experience a comprehensive brand experience: When they visit, they don’t just feel welcome and comfortable, but experience themselves as part of a community that enriches their daily lives.

Who is CYCLA talking to? Who is the place for? In the brand workshop, together we acknowledged that there is quite a gap between people who just need a release after their stressful day, without being judged, without having to look, feel or talk a certain way and can just be themselves and still feel part of a positive collective. Spaces and sport studios for these people and their needs are missing, they are often highly functional and mechanic or have become social status hotspots for people above a certain economic class fitting to a certain body type. CYCLA couldn’t be more different, it is proudly inclusive, welcoming and diverse.

With CYCLA’s sports studio, we were able to extend the feeling into a well-rounded and holistic spatial brand experience using the colour scheme, icons, typography and other interior design elements. We feel pleased to see all elements coming together and complimenting each other in a physical space.

Creative Direction: Franziska Veh
Claim/Text: Franziska Veh
Design: Callum O’Neill
Development: Ralf Büsch
Project Management: Kiyoshi Stelzner
Interior Design: undplus
Photography / People: @jantitvs
Photography / Interior: undplus

By encouraging the integration of seemingly contradictory thoughts and ideas, Voland & Quist creates a dynamic environment where diverse perspectives converge to drive breakthrough stories. With a broad range of publications from the recent literary scene of South-Eastern and Central Europe to multivolume picture books for children since it’s foundation in 2004, the publishing house today stands for courageous, emancipated, fresh literature that does not fit into any moulds or stereotypes. On the occasion of their 18th birthday, the publishing house teamed up with Studio VEH to take their brand identity to the next level and to give all publications a consistent appearance with high recognition value.

The first strategic task to address was the restructuring of all editions and publications Voland & Quist maintained over the years, in order to enable them to continue to grow. As a solution, Studio VEH developed an umbrella brand system that can house all existing and future publications in equal subcategories. This brand system consisted of VQ as the umbrella brand for general brand communication, and VQSONAR, VQAZUR, VQJUNG, VQVELO and VQTAXI as sub brands:

VQSONAR includes first translations from the younger literary scene of Southern, Eastern, and Central Europe.

VQAZUR gathers the selection of the former edition AZUR.

VQJUNG — the name gives it away — is the label for a younger audience featuring multi-volume picture books.

VQVELO hosts all publications keeping with the motto “Nothing compares to the simple joy of riding a bicycle.” (John F Kennedy), including calendars and graphic novels.

For VQTAXI, Marcel Reich-Ranicki’s statement „It’s better to cry in a cab than in a streetcar” gave it its name.

The in-house artist management, managing and booking events and projects by artists with an affinity for literature, is now called VQPlus.

But how can it work to unify all these full-bodied personalities into a powerful sum of all its parts and at the same time express an openminded and cosmopolitan attitude?

By combining the significance of symbolism and inherent playfulness in the new identity, which also represents a unique position in the direct market environment.

Merging the company’s initials V and Q into one iconic, visually striking and memorable yet simple symbol – it celebrates the bold and independent legacy of the publishing house with all its polarities and dualities dancing together – good and evil, order and chaos, fate and free will — yet opens up a new, more seasoned chapter with a clear brand message.

Creating a striking symbol requires several rounds of typographic detail work: First, testing a typeface with angular Q tail, flattened Q tail and bottom-aligned flattened Q tail. For comparison, testing another more geometric typeface, matching the width of the V with the Q tail and aligning it.

After several rounds of refinement with line heights, spacing between the letters and the alignment of the V and Q stem’s diagonals, Studio VEH arrived on this final system for umbrella brand and subbrands, based on the same sign.

To express the brand’s core values – young and contemporary, imaginative and aware, colourful and always evolving — and to communicate the unconventional attitude of Voland & Quist with all its multifacetedness, a broad palette of brand colors was created that is as bold and unconventional as the publishing house itself.

Putting even more emphasis on the unique and far-reaching personality, Studio VEH selected the typeface Mint Grotesk for the visual identity. It is a Grotesk typeface with a super fresh, almost eccentric nature that when used in its many weights and cuts, accentuates the charming personality of the brand identity quite perfectly. It’s a match made in heaven!

In the second phase of the project, the full visual identity was developed based on the wide-randing color scheme, and the very generous family of the typeface Mint Grotesk.

Preparing for the big identity launch at Leipziger Buchmesse 2023, Studio VEH created various brand collaterals such as business cards, paper bags, rollups, the preview magazine for fall 2023, enamel pins and elements for their fair booth. To announce and celebrate the new identity at Leipziger Buchmesse — the place to be for VQ’s target group — we booked the full cover of Börsenblatt, the magazine with the widest reach for book trade and publishing houses in Germany.

Strategy: Franziska Veh
Creative Direction: Franziska Veh
Design: Aditi Kapur
Motion Design: Lind Haugaard
Portfolio Photography: Aditi Kapur

Strategy:
Franziska Veh

Creative Direction:
Franziska Veh

Design:
Lind Haugaard

Typedesign:
Tobias Rechsteiner

Photography:
© Grit Siwonia

UX:
Robert Siuda

Design:
Franziska Veh

Project Mgmt & Development:
CodeControl

Hero Image:
© Deutsche Lufthansa AG

Binary code is the basis of digital information processing and is at the heart of the logo’s concept. Code is the language that everyone in the community understands; it symbolises a sense of community and a shared attitude in life. Anyone who simply sees random ones and zeros or, in programming languages, weird strings of slashes, dollar signs and brackets, is simply blind. Why? Because these characters reshape the world: they create universes in which nothing seems impossible. They not only saturate the night’s sky pink in a computer game, but they also ensure that houses are green in real life. They optimise logistic processes, reduce greenhouse gases and create autonomously driven taxis. Code is full of life, and its logic is fundamentally human.

In the brand concept developed by Studio Veh, this binary – the logical on one hand and the human on the other – runs throughout, from the business stationery to the brand’s external communications.

Marc Clemens, Founder CodeControl

Merchandise plays a vital role in strengthening and fostering a sense of community. It serves as a tangible representation of shared values, interests, and experiences. Having community merchandise allows members to proudly display their affiliation. It promotes a sense of belonging and camaraderie among individuals, forging connections and encouraging interactions. It also acts as a promotional tool, spreading awareness and attracting new members who resonate with the community’s ethos. This is why CodeControl started their own merchandise material.

Taking the idea of binary code of a common language to the next level, we used creative coding to create a tool that allows the CodeControl team to create static and animated graphics based on a binary code pattern. It is visually connected to the brand but doesn’t make the merch feel too branded. More merch articles coming soon!

Brand Workshop & Strategy:
Franziska Veh

Creative Direction:
Franziska Veh

Identity Design:
Lind Haugaard

Creative Coding:
Anatoly Grashchenko

Green + The Gent’s product range includes shaving soap, facial tonic, moisturiser and shower products, as well as a razor with matching blades. This custom razor is made by the Solingen-based manufacturer Giesen & Forsthoff, and of course, comes engraved with Green + The Gent’s typeface.

Quality and gentlemen have a lot in common: they’re both an art form, and if you’ve got it, you’ve got it.

Brand Workshop & Strategy:
Franziska Veh + Mark-Marcel Müller

Creative Direction:
Franziska Veh

Design:
Lind Haugaard
, Callum O’Neill

Typedesign:
Tobias Rechsteiner

Project Management:
Kiyoshi Stelzner

Porfolio Photography:
Daniel Faró