background
Space to grow.

Markenrelaunch für die Jungendkommunikation der Diakonie Württemberg

BUNT BOLD BÄM

Aufgabe

Junge Menschen suchen keine Institution. Sie suchen Orientierung, Raum und echte Entwicklungsmöglichkeiten. Wie schaffen wir es die Diakonie Württemberg zu einer relevanten Jugendmarke für die Gen Z zu transformieren? Unser Ziel war es für maximale Sichtbarkeit und echte Anschlussfähigkeit rund um Freiwilligendienste, Ausbildung und Studium zu sorgen.

Idee

Die Junge Diakonie Württemberg wurde deshalb nicht als Arbeitgeber, sondern als Möglichmacherin positioniert. Mit der Leitidee „Space to Grow“ entstand eine Jugendmarke, die soziale Arbeit als Erfahrungsraum begreift. Als Ort, an dem junge Menschen sich ausprobieren, Fehler machen und wachsen dürfen.

Umsetzung

Die Umsetzung erfolgte als ganzheitliches System über alle Kanäle hinweg – von Strategie und Corporate Design bis zu Website, Social Media und analogen Maßnahmen. Im Zentrum steht eine mobile-optimierte Website mit automatisiertem Jobportal für über 3.000 Stellen. 

Ein eigens entwickeltes Content-Modell verankert die Strategie nachhaltig und steuert alle Maßnahmen. So entstand ein skalierbares Ökosystem aus Marke, Technologie und Content mit langfristiger Wirkung.

Die Auszeichnung der Jungen Diakonie als informativster Messestand auf der Stuzubi bestätigt unseren Ansatz: Relevante Inhalte, eine klare Haltung und eine jugendgerechte Gestaltung erreichen junge Menschen – gerade bei komplexen sozialen Themen. Der modulare Messeauftritt macht diese Haltung erlebbar und übersetzt die Marke in eine direkte, persönliche Begegnung. Statt reiner Informationsvermittlung entstehen echte Gespräche, die Tätigkeitsfelder greifbar machen und einen niedrigschwelligen Einstieg ermöglichen. So wird aus einem ersten Kontakt ein nachhaltiges Interesse an sozialen Berufen und individuellen Perspektiven.

Menschengruppe vor Messestand der Diakonie
Grafik, um Modularität des Messestands darzustellen

Eine klare Contentstrategie mit modularen Templates befähigt das Team, relevante Themen konsistent, dialogorientiert und jugendnah auf Social Media auszuspielen.

Smartphone auf dem der Account zu sehen ist Bunte Grafik mit mehreren Smartphones und Social Media Posts

Auf der Website finden Jugendliche nicht nur Informationen zu Berufen, Wegen und Möglichkeiten, sondern vor allem einen verständlichen Zugang: Was erwartet mich? Was passt zu mir? Und wie kann ich mich bewerben? Die Struktur ist klar, die Ansprache motivierend und die Inhalte konsequent auf die Bedürfnisse junger Nutzer:innen zugeschnitten.

Grafik mehrerer Smartphones mit Ansichten der Website
Grafik mit farbigem Hintergrund auf dem ein Smartphone mit Website Ansicht platziert wurde

Von Gen Z für Gen Z: Echte Einblicke entstehen nicht durch perfekte Botschaften, sondern durch echte Stimmen. Deshalb lassen wir junge Menschen selbst erzählen, wie ihr Weg aussieht – ehrlich, ungefiltert und auf Augenhöhe.

Der Webrelaunch übersetzt die neue Jugendmarke in ein mobiles, niedrigschwelliges digitales Erlebnis und macht Orientierung, Einstieg und Kontaktaufnahme einfach und intuitiv möglich.

Website besuchen

Von Search zu Merch: Für alle, die sich gerade noch finden, hatten wir natürlich auch den passenden Merch auf Messen dabei. Von Socken über Sticker bis hin zu Tote-Bags, T-Shirts oder Zipper Hoodies war alles vertreten, was die Gen Z nicht nur feiert, sondern auch gerne weiterträgt.

Gebrandetes T-Shirt mit plakativer Typografie
Tennissocken mit Icons
Flyer in Händen gehalten
Laptop mit Sticker und Diakonie Website geöffnet daneben liegt ein Flyer

.

Could be you?

Ready when you are.
Wir freuen uns auf neue Chancen.
Kontakt
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