audi denkwerkstatt

Boosting your Ideas. With a new brand identity for Audi AG's startup program.


Audi Denkwerkstatt, the company's own incubator for digital innovation, planned to open up its internal offering to external participants. The new positioning was developed by the strategy consultancy diffferent. New target groups such as start-ups and stakeholders were to be addressed - with the intention of making the think tank the “digital spearhead” of Audi AG.


With the central idea of growth and the gradual formulation of ideas as content, we designed a key visual that only gradually emerges and thus depicts the process of idea development. From the first approach, which still seems fuzzy, to the clear idea, the key visual translates the concept of the Innovation Lab into the digital. At the same time, the Audi Think Tank breaks away from the Audi corporate design by diving into a new and distinct digital color world.


Growth is the guiding theme of our brand design. We translated it into the word mark “denkwerkstatt”, which rises from the ground.

Audi denkwerkstatt uses social media to communicate its programs, events, new members, and podcasts. To present the diverse content in the best possible way, we developed a dynamic design grid.

From 3D to 2D: To translate the theme of growth typographically as well, we designed animations that gradually grow relevant terms from the world of denkwerkstatt.

From a creative idea to an identity that shapes an entire brand. Learn about how we collaborate.