In 1994, Audi laid the strategic foundation for repositioning its brand in the premium segment. It needed a partner that grasped brand management as a strategic process — and it found that partner in MetaDesign. The newly defined brand mission was translated into a new brand experience, ensuring a unified visual identity from point of sale to the corporate website. This work set the stage for a change of image. Over the next few years, Audi’s clear visual strategy and matching products enabled the company to establish itself in the market for luxury cars.

Audi has continued to analyze the positioning and potential of its brand. Like the products themselves, the Audi brand has not rested on its laurels but set itself new goals. MetaDesign has provided support for this strategic process, working on over 1,000 individual projects. The MetaDesign project team has its finger on the pulse of the Audi brand.

Awards: Art Directors Club, The New York Festival, Cannes Lions, iF Award, Red Dot Award, etc.