Sternauto Rebranding

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Agency

Deloitte Digital

Launch

2024

Role

Design Lead

Intro

One of the largest automobile trading groups in Germany in 6 federal states at 23 locations. As a multi-brand dealer, STERNAUTO offers you a large selection of premium brands, from e-scooters to trucks, regardless of whether you are a private or business customer.

With a wide portfolio including Mercedes-Benz, Mercedes-EQ, Mercedes-AMG, Mercedes-Maybach, smart, BYD, Grenadier, Tremonia, Hymer, FUSO and Silence. 

The challenge

As a car dealer group, Sternauto traditionally had a strong focus on Mercedes-Benz and drew heavily on the OEM‘s branding.

Now pursuing a multi-brand strategy and aiming to expand their B2C and B2B offering further beyond cars, Sternauto needed a new brand identity to support this endeavour and emancipate itself from Mercedes as a strong stand-alone brand.

We developed a modern, differentiating and relevant brand strategy and corporate identity system that enables Sternauto to build up a strong, consistent image across OEM brands, target groups and services. 

Simplify to Amplify

Simplify to Amplify encapsulates the visual narrative for Sternauto. It translates into a core shape enriching our brand values. The smooth processes depict Performance, reflected in organic movements and rounded corners. Innovation, conveyed by the bleed-out form, represents our forward-thinking expertise, suggesting infinity. This primary shape encapsulates endless possibilities, yet retains our brand's inherent simplicity and elegance.

The window that reveals infinite possibilites

The focus on the optimization of the customer journey

The curve that symbolizes the amplification of the customer experience

The pattern to symbolize the many facets of the service and product portfolio

Shaping the Design System

We then translate this visual journey into our visual system. These core building blocks shape our visual narrative, underpinning all elements and creating a cohesive and distinctive brand identity that's truly unique. This core, consistent brand principle is key for unifying the look and feel for a multiple brand dealership such as Sternauto.

Strategy

Vincent Kyas, Head of Brand Development
Dominik Minte, Strategy Lead

Creative

India Armstrong, Design Lead
Mariana Arias, Designer
Jonas Fries, Designer