Copywriting

In 2019, the European Parliament elections presented the SPD and its Spitzenkandidat Katarina Barley with a challenge and an opportunity. The challenge was to identify the benefits of the EU and to demonstrate how the SPD contributes to those benefits. It was also necessary to define the SPD’s position on the European level. The opportunity was to build on the enthusiasm for a strong EU that had developed in the wake of the first Trump presidency and Brexit. This meant focusing on the challenges that a stronger EU could address, or where „a stronger EU is the answer.“

In light of the fragmentation of the political party systems in Germany, Peter Tschentscher, the mayor of Hamburg and his SPD, sought to emphasise the continued relevance of political parties as organisations representing diverse societal groups. Their campaign underscored the importance of government policies that benefit the entire city, rather than just a select few.

Research showed that Malu Dreyer is one of the few politicians in Germany most people consider to be „one of them.“ We decided to center this campaign around a picture-in-picture campaign that demonstrated that even the election posters are part of people’s lives.

The Arolsen Archives are the international center on Nazi persecution with the world’s most comprehensive archive on the victims and survivors of National Socialism. The digital education hub, „and today?,“ was developed by the Archives to engage a new generation, Generation Z, with an interactive, multimedia resource for historical and political education. The objective was to meet the target group’s expectations in terms of copywriting tonality and to enhance the user experience by making the copy and navigation more intuitive.

This car sharing project faced two main challenges: creating the micorcopy/UX writing for an extensive certification process, including making adjustments to user flows for better usability–and the creation of an online campaign in English and German to raise awareness for the new brand.

The Gigaset project presented a unique challenge: to create an international advertising campaign and microsite that would resonate with diverse audiences across eleven countries while maintaining brand consistency.

The nationwide print campaign was designed to reinforce Deutsche Post’s brand promise to be the postal service for the entire country, „Die Post für ganz Deutschland.“

Audi regularly promotes its brand image at its production sites around the world (Brussels, Ingolstadt, Györ, Neckarsulm). These posters focus on big, emotional headlines to connect with local audiences and foster solidarity and identification with the brand.

Kärcher is one of a select few brands globally that employs humor as a core aspect of its brand identity. At MetaDesign, we developed a new tone of voice guideline to assist the company in this regard.