hallertau.de – Der Guide der Region
Local journalism for the largest hop growing region in the world.
Define new market shares and occupy them with attractive journalism.
Project Context
hallertau.de is a regional news platform in the Hallertau area of Bavaria. The site is aimed at the local population and offers local journalistic content about the people of the region.
In 2018, the brand was repositioned and redesigned.
After an in-depth analysis of the product, the employee structure and resources, as well as the regional media market, the task for IDL consisted of four points:
- Define and occupy market potential
- Develop and establish media content
- Adjust structures and resources
- Develop and design attractive and flexible publication structures
User data
Visitors / Month
%
Growth of interactions via social media since relaunch
%
Increase in visitors / month since relaunch
User-Needs und Positionierung
hallertau.de has a clearly defined task: to find and occupy new business areas. The first step was to define an attractive journalistic offer to tempt customers away from the competition. Through a series of workshops and interviews with a target group, a new direction developed: hallertau.de as a guide and recommendation platform for the entire region.
Logo
As part of this repositioning, the new logo was designed with a youthful appearance and a nod to regional specialties. The Hallertau is the largest hop growing area in the world. Its landscape is dominated by wire and wood frames, a reference that was included and adapted in the logo.
User Experience
The content of the platform was structured in four thematic areas and journalistic standards were defined. In addition, the platform was given a new publication structure that is accessible to users on all devices.
Focus on content and quality
A clear structure of the articles has been established in order to communicate content quickly and entertainingly.
Traceable user data
In order to control future development, a revised statistical system has been implemented.
Clear imagery
Clear structures, colors and fonts create a consistent and unmistakable impression.
People of the region
The journalistic content is focused on people, their stories and the region, and uses a clear visual language.
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