Following the successful launch of the state's new corporate design, Strichpunkt Identity continues to support the State Ministry of Baden-Württemberg as its lead agency. The collaboration will focus on the continuous evolution of the brand, the implementation of additional touchpoints, and the visual support for the state's 75th anniversary in 2027.
Strichpunkt Identity is continuing its collaboration with the State Ministry of Baden-Württemberg and will remain the federal state’s lead agency. Having worked for the State of Baden-Württemberg since 2023, the agency carefully modernized the state's more than 20-year-old design, strengthened the visual connection to the overarching campaign "THE LÄND" and laid the foundation for a unified, accessible, and future-proof brand identity for the state administration. Additionally, the employer brand was repositioned—supported by the core guiding principle "Schaffen für das Land" (Working for the State) and a revamped UX/UI design for the official career portal.
Second Chapter of Brand Transformation Begins
The continuation of the mandate marks the beginning of the next chapter in this partnership. The objective is to consistently develop the Baden-Württemberg brand and to position the state administration’s communications to be even more digital, efficient, unified, and citizen-centric. Priority areas include maintaining and deploying central touchpoints and advancing digital applications. Among the upcoming projects is the rollout of the Layout Studio developed by Strichpunkt Identity, designed to streamline the efficient creation of communication assets across individual state institutions. Visual support for the state's anniversary in 2027 will also form part of the ongoing collaboration, aiming to highlight Baden-Württemberg's identity at the intersection of tradition and modernity, regional diversity and collective strength.
Identity as a Strategic Core
For the agency, this mandate exemplifies its ambition to build brands out of their True Identity. In the case of Baden-Württemberg, this meant not only modernizing the visual appearance, but making the state's unique character tangible and actionable. The synthesis of clear design principles, authentic imagery, distinctive iconography, and high functional efficiency creates a brand presence that unifies the state's diversity while providing clear orientation.
Eva Bankoley, Head of State Marketing at the State Ministry of Baden-Württemberg: "With Strichpunkt Identity, we have a partner at our side who understands the identity of Baden-Württemberg and has translated it into a modern, functional, and distinct corporate design. Our work together so far has shown how much potential lies in a consistent design system for the entire state administration. The introduction of the Layout Studio is the next crucial step toward creating synergies across state institutions and simplifying media production. We look forward to continuing this together."
