Der Brutkasten

Brand architecture for the designers of the future.

Development of brand structures.

Project Context

The “Brutkasten”, an Austrian multimedia platform for start-ups, the digital economy and innovation, has been in existence since 2015. Focused on high-quality, up-to-date journalism, the platform’s portfolio of offerings has been steadily expanded in recent years.

Today, the “Brutkasten” is one brand combining several sub-brands – or rather fields of activity – that have not been represented visually in the current product portfolio.

To enable the company to successfully position its offerings and services, potentially increase user and reader activity and strengthen relationships with financiers and sponsors, two workshops and the brand architecture including its strategy have been created.

The participants of these workshops represented stakeholders within the structures of the “Brutkasten”. In the first step, current supply fields were defined from the company’s point of view. Participants were then asked to take the internal view and determine the incubator and its offerings from the perspective of potential customer groups.


Blank Manuskript |
Visual Identity

Internationally successful, Blank Manuskript released their third album, “Himmelfahrt”, in 2020.