Axel Springer – BILD Club
Premium Brand Identity • Visual System Design • C-Level Presentation
Redesigned the visual identity and brand experience of the BILD Club membership platform to strengthen its premium positioning and create a consistent, modern and commercial look & feel
Visual research
I explored a new visual direction for BILD Club, moving beyond BILD's traditional red and white corporate identity established over 70 years. The research focused on contemporary editorial design, typography, composition and premium visual aesthetics to develop a distinct identity while maintaining brand recognition.
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Initial design & visual direction
The existing BILD Club design was promotional, with bold red design elements, product-focused imagery and limited visual differentiation.
I explored a new direction with a more distinctive, premium membership experience, introducing a refined visual language while preserving brand identity.
Print layout & visual system
I created a layout system with reusable templates that allowed text and images to be easily replaced while maintaining a consistent visual structure, visual design and brand identity.
Digital advertising
I extended the visual system to digital advertising, designing static and animated banners in multiple formats. The layouts adapted the established brand identity and content hierarchy to different sizes, while motion and transitions added visual emphasis to key messages and promotional offers.
