Case Study

Time for change

Bernecker — branding, UI/UX and a web presence for 60 years of stock market experience

A firm with 60 years of stock market experience and a presence from yesterday: for Hans A. Bernecker Börsenbriefe GmbH we created a brand identity that swaps red for green — in the world of finance, the difference between a falling and a rising price. Plus a purpose-built iconography for the tight columns of the stock market newsletters, and a UI that puts shop, media library, account and reader forum side by side without friction.

Publishing
Education
Banking & Finance
Branding
Graphic Design
UI/UX Design
Web Design
Exhibition Design

A tablet showing the new Bernecker homepage: green price chart, quote table and news ticker

The old Bernecker website on a CRT monitor, next to it the word “Starting point” — Like many other companies, Bernecker GmbH waited a long time before taking this step. The risk of breaking up old structures and driving away long-standing customers seems too great. Here the decision was taken anyway — boldly — and the result is terrific.

Bernecker gets a complete redesign, starting with the logo. For the stock market experts behind the well-known name Hans A. Bernecker, whose main product is stock market newsletters, we designed a brandmark that represents the entire expertise of Bernecker GmbH: just pocket the know-how of Bernecker GmbH! The old red — in the world of finance, red stands for falling prices — gives way to a fresh green that stands for rising prices. A rising price chart also becomes part of the new identity.

The brandmark on a green and yellow gradient — Unusually three-dimensional, the brandmark makes it easier to take in. Combined with the wordmark, which pairs the elegant “Forum” lettering with the clean “Roboto”, it creates a fascinating first impression that sparks interest.

The same brandmark on light gray — Unusually three-dimensional, the brandmark makes it easier to take in. Combined with the wordmark, which pairs the elegant “Forum” lettering with the clean “Roboto”, it creates a fascinating first impression that sparks interest.

The color guide: two greens, two oranges, two grays with HEX, RGB and CMYK values — The color scheme impresses with a clear contrast in quality. Strong greens with luminous gradients, supported by the action color orange on a restrained gray, give the brand a fresh, lively note without looking overly playful.

The font pairing: the serif Forum next to the sans-serif Roboto, each as an alphabet — The color scheme impresses with a clear contrast in quality. Strong greens with luminous gradients, supported by the action color orange on a restrained gray, give the brand a fresh, lively note without looking overly playful.

Several issues of the Aktionärsbrief in the new layout, fanned out on a dark background — The Bernecker redesign has to be applied flexibly to many elements and products, digital as well as analog. The severely limited space in the stock market newsletters is a particular challenge. To improve comprehension in tight quarters, a purpose-built iconography was developed that can also be used digitally.

Eighteen green icons for topics such as analysis, law, trend, television and markets — The Bernecker redesign has to be applied flexibly to many elements and products, digital as well as analog. The severely limited space in the stock market newsletters is a particular challenge. To improve comprehension in tight quarters, a purpose-built iconography was developed that can also be used digitally.

Six annual editions of the Wegweiser side by side, each with a different accent color in the price chart — Further printed items include the annual “Wegweiser für Kapitalanlagen”. If Bernecker's new brand identity is implemented skillfully, it can also take on other accent colors harmoniously for separate topics.

Three roll-up displays with editors and the claim “Now with a new shine” — On top of the brand identity, we were commissioned to optimize the way the editors and presenters are presented. After our photo shoot and the corresponding graphic editing, all the key protagonists can now be shown and used at equally high quality.

Three views of the new website side by side, above them the word “Interface design” — The pivotal point, however, remains the digital presence. Bernecker's web design has to convince functionally and aesthetically alike. The UI and UX design has to stand up to the challenge of making a subject as complex as the stock market and share trends comprehensible for new and existing customers, and of offering simple control and orientation.

Two laptops with the premium and publications pages, above them the words “Unique Selling Point” — For this we relied on clear boundaries and a distinct structure with enough room for differentiation. Users are taken by the hand, the topics and areas are clearly defined. Strong contrasts in the color scheme support the distinction and make every single product stand out.

A tablet with the reader forums, in front of it a single post as a detail view — Designing the forum, which is closely tied to account status, was particularly interesting. Status, activity and role come together interactively here.

Post lines in green, orange and white for author, editor and member — Designing the forum, which is closely tied to account status, was particularly interesting. Status, activity and role come together interactively here.

The account's topic overview on tablet and desktop, with a legend of the post types — The account area and partner presences such as the Trendbrief follow the same system — here too the concept brings function and appearance together.

Two tablets with the Bernecker Trendbrief in a dark color world, above them the word “Partner” — The account area and partner presences such as the Trendbrief follow the same system — here too the concept brings function and appearance together.

The pages “About us” and “Your order” side by side at full length — The Bernecker project proves that the fear of change is unfounded — pressing ahead boldly pays off.

Keep developing instead of standing still

The Bernecker project was a very special challenge for us and at the same time a celebration in its result.

A complex subject with a high barrier to entry for newcomers, combined with the great figurehead Hans A. Bernecker in the encrusted coat of days gone by. It is understandable why a brand might shy away from wanting to change a system that works as it is. Even so, the ladies and gentlemen of Bernecker GmbH were far-sighted enough to recognize that this state of affairs would not hold forever. In a world where neobrokers are springing up everywhere and interest in the stock market and shares is growing, you cannot look to the future and rely on aging long-standing customers alone. You have to step boldly into the future to open up new markets.

Bernecker now shines in a new, function-oriented brand identity with a strong focus on UI and UX design, combined with a smart communication concept for selling their products. This work had to keep many different media, age groups and levels of knowledge in mind at once in order to achieve a coherent, working result.

With their new brand identity, Bernecker no longer needs to shy away from any comparison, nor from any future option. The concept we developed can be carried flexibly and far into the future, and comes with communication tools that can be relied on for a long time.

Client: Bernecker GmbH
Studio: Creative Agency WAGEMUT
Services: Branding, Graphic Design, UI/UX Design, Web Design, Exhibition Design
Industry: Publishing, Education, Banking & Finance

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