Brand Transformation

GPRA

Intro

Those who champion change have to move themselves.

The communications industry is no longer what it used to be. Classic PR agencies have become strategic communications consultancies. Press work has become transformation support. And communication has become a decisive factor in corporate and social change.

Right at the center: the GPRA. For over 50 years, the association has represented Germany’s leading PR and communications agencies. High time its own brand identity reflected how much the industry has changed.

Together with the GPRA, we developed a new visual identity. One that doesn’t preserve tradition but translates it into the future.

Challenge

Out of the association aesthetic. Into the future.

The GPRA stands for quality, excellence and the interests of an entire industry. But the self-image of its members has evolved fundamentally. They advise companies through complex change processes, shape public debate and take responsibility for social developments.

The previous brand identity could no longer adequately convey this dynamic.

Our task: to make the GPRA’s strategic realignment visually tangible. Away from the classic trade association, toward a confident platform for the future of communications consulting.

More visibility. More resonance. More attitude.

Idea

A system instead of a seal.

How do you design a shared identity for an industry that thrives on different perspectives, disciplines and ways of thinking?

By not homogenizing diversity but making it the design principle.

Our idea: a modular brand design that can be reassembled again and again. At its center is the concise wordmark “gpra”. It is staged on changing color fields, repeated, layered and combined.
Blue, orange, green and pink form a powerful color world that brings together professionalism and creative energy. The variable fields create space for different topics and positions without losing sight of the shared identity.

The result is a visual system that is recognizable not despite its adaptability, but precisely because of it.
One identity. Many perspectives.

Result

Less association. More movement.

A classic association identity becomes a vibrant, contemporary brand.

The new corporate design gives the GPRA a distinctive visual voice. Clear in attitude, open in application and flexible enough to grow with the topics and challenges of a constantly changing industry.

The new wordmark delivers concision. The modular design system delivers dynamism. And the interplay of strong colors and clear shapes delivers a presence that commands attention and makes the diversity of the network visible.

The rebranding itself thus becomes an expression of the strategic transformation: the GPRA no longer positions itself merely as the voice of its members, but as an active shaper of the future of the communications industry.