Style Guide CDU Hamburg

Development of a new visual identity for the German Party "CDU Hamburg". The brand relaunch has given the party a new image: fresh, open and communicative instead of monotonous, outdated and expressionless. The relaunch affected the entire identity: uniform visual language, responsive websites for all organizational units and contemporary design elements. In this way, the bond with the Free and Hanseatic City of Hamburg and its citizens should be better emphasized. The goal: conception and implementation of a new visual identity for the CDU (Christian Democratic Union) Hamburg. The dynamic and modular new brand identity for the CDU Hamburg now gives the party a new image - fresh, open and communicative instead of monotonous, outdated and expressionless. The aim is: How do we shape a modern, social, bourgeois party of the future? The party must speak about tomorrow from today and not from today about yesterday. This goal should be reflected in the outward appearance. So after the logo, color scheme and typography have been approved, all websites of the local and district associations as well as the state association will be re-rolled and simple ways of making contact and recruiting members will be created. As part of the structure development, the previous website was to be professionally redesigned and the organization presented in a new fresh look. Specifically, it was about creating a concept for the relaunch of the website. A website with a modern layout and easy-to-grasp texts was requested, which can be used by the employees in the long term via an easy-to-use content management system.

The new design aroused curiosity and once again presented the party as a cohesive entity that can stand for a modern and liberal city party.
After the relaunch in the fourth quarter of 2022, we succeeded in increasing website traffic (+300%), increasing engagement on social media channels (+35%) and recruiting a total of 300 new members (+6%).