Dynamic brand experiences
for a changing world
End-to-end-solutions
for your brand
The brandcycle group consists of experienced professionals with skills ranging from brand creation to implementation, with expertise in design, architecture, technical product design to interior design as well as creative and technical know-how in project management and construction.
This enables the team to deliver comprehensive end-to-end solutions for trade fairs, live marketing, retail, POS and modern working environments. Each project is approached from the outset with sustainability in mind as well as the use of AI and digital solutions to maximize the experience of your brand.
// The brandcycle group
Holistic view
The brandcycle group is a dynamic and multidisciplinary team that accompanies companies holistically through the entire brand life cycle – from the initial idea to long-term optimization.
Multidisciplinary approach to the goal
The brandcycle
// Our solutions
The brandcycle group offers comprehensive end-to-end solutions that cover every phase of the brand lifecycle. Our approach is practice-oriented, measurable and geared towards long-term brand loyalty.
// Sustainability
// Reality check
As part of the brandcycle approach, we integrate sustainability into every phase of the brand life cycle. From analysis and strategic planning to creative implementation and evaluation.
We consult
Even in the consulting phase, we attach great importance in developing sustainable brand strategies. This includes analysing the environmental and social impact of a brand and integrating sustainability goals into the brand positioning. Through strategic planning, we help companies to credibly integrate sustainable values into their brand core.
We create
During creative implementation, we pay attention to sustainable materials, energy-efficient design processes and resource-saving solutions. Our designs are not only aesthetically and emotionally appealing, but also designed to have minimal environmental impact. One example is the use of recyclable materials for brand displays and the implementation of sustainable production processes.
We implement
We evaluate
// Projects
Our projects demonstrate how we are making an impact worldwide—through innovation, strategic partnerships, and sustainable solutions. Insights into selected initiatives can be found here and on our LinkedIn page.
group photo @ Martin Mall
// GNS – 50th Anniversary Celebration
Scope of Services / Areas of Responsibility
- UNDUZO (a cappella performance)
- Urbanatix Parcour-Crew (parkour show)
- Canavaltwins (juggling & music)
- Martin Mall (moderation & live acts incl. giant selfie)
- Concept co-developed with Karl-Heinz Helmschrot
// Sephora Dresden
Scope of Services / Areas of Responsibility
Retail fit-out
//Transforming Spaces
Kundenprofil: GNS, headquartered in Essen, is a leading company in the field of nuclear waste disposal and services. With a clear focus on quality, safety, and innovation, GNS pursues sustainable and future-oriented corporate development.
We are proud to have successfully implemented the “Transforming Spaces” project.
In a tight timeframe from the end of May to September, we were responsible for the complete redesign and implementation of the GNS office in Essen – from conception and planning to on-site realization.
Thanks to the smooth cooperation of all those involved – from the planning team to the implementation partners – the result was presented on time for the location celebration.
A classic and functional office environment was transformed into a place with character, identity, and a sense of community that brings GNS’s values—excellence, cooperation, and sustainability—to life in a tangible way.
Scope of work
// New corporate brand
Client: DERTOUR Group
One Brand for a Global Travel Powerhouse
Scope of work
Brand Development and Corporate Identity
Development of a secondary brand element
Catalog Concept
As part of this process, the main brand DERTOUR, developed by evoq, will become the new corporate brand DERTOUR Group. The brand’s fluid design brings to life the dynamic evolution of the brand—and now of the entire company—in a visually compelling way
The visual elements reflect a modernized and more emotional look and feel, enabling the seamless integration of all business units under a single, strong brand.
Die Umwandlung von DER Touristik in die DERTOUR-Gruppe unterstreicht unser Bestreben, eine führende Rolle auf dem internationalen Reise- und Tourismusmarkt einzunehmen. Wir wollen als eine starke Gruppe stärker in Erscheinung treten. Das neue Designkonzept bietet ein moderneres, emotionaleres und relevanteres Markenerlebnis, das es uns ermöglichen wird, unsere Reichweite zu vergrößern.
Dr. Ingo Burmester, CEO DERTOUR Group Zentraleuropa
// Corporate Identity and Corporate Design
Client: GO!PHA
Wenn Gestaltung Bewusstsein schafft.
The mission
GO!PHA is an international alliance of scientists, brands, and innovators committed to addressing one of the planet’s most pervasive pollutants: microplastics. The challenge was to create an identity that reframes the debate and positions material innovation as a tangible path forward.
// Scope of work
Brand Development and Corporate Identity
The Idea
It’s not plastic that’s the enemy, but microplastics—the invisible particles that have long become part of nature, wildlife, and humanity.
This realization shapes our brand strategy and design: GO!PHA stands for a radical shift in perspective—from assigning blame to finding solutions.
The transformation begins with the material.
The implementation
The new visual identity conveys science, urgency, and optimism through a clear visual system.
A bold orange breaks away from the familiar blue-green aesthetic of sustainability. Key visuals highlight the threat in an aesthetic—yet precisely because of this, unsettling—way: microplastics accumulating in bodies, rendered visible as an art form.
PHA headlines combine language and science into concise messages:
PHAse out microplastics.
PHA: Designed to disappear.
Change the material – change the story.
The brand communicates clarity and consistency across all touchpoints: logo, corporate design, film, campaign, summit.
The Result
GO!PHA becomes the voice of a new consciousness. A brand that combines urgency with optimism—and demonstrates that true change begins at the molecular level.
Material Change isn’t just told;
it’s experienced through exceptional communication design.
// Brand Guidelines and Cross-Media Presence
Client: Berge & Meer
Travel. For explorers. Relaunch of a long-standing brand.
Intro
As a brand agency, our mission was to guide the Berge & Meer brand into the future with a fresh and contemporary identity—without losing sight of its core values. For decades, Berge & Meer has stood for authentic travel experiences that combine a spirit of adventure with relaxation. With the new brand identity, we have reinterpreted and further developed this identity in a modern way.
At the heart of the rebranding was the creation of a clear and inspiring brand image that awakens a longing for the world and its diverse landscapes.
The new brand experience not only sets visual accents but also creates an emotional connection—whether in print materials, the online world, or directly on-site. With this rebranding, Berge & Meer invites you to rediscover the world and clearly positions itself as a brand for people who travel with passion and want to experience the diversity of nature.
Our vision: A brand that shapes the travel dreams of tomorrow—strongly rooted in its values, yet bold enough to break new ground.
Scope of work
Logo Design
Visuals
Publications
Sales promotion
The Super Symbol
The Super Symbol draws the eye to the travel moment. It is our signature layout element and makes it immediately and unmistakably clear what matters most.
At the heart of the Super Symbol is always what matters most: the experience, the travel moment. The Super Symbol is typically used in an accent color that complements the color scheme of the image.
The Colors
Color Wheel
The Berge & Meer color wheel is based on the color spectrum and consists of 12 colors. Each color in this wheel can be associated with specific experiences, landscapes, or emotions we encounter on our travels, reflecting the diversity and beauty of the experiences we can gather along the way.
Accent
The accent color is available in each of the 12 color groups. It is a lighter version of a primary color and is assigned as an accent to the color directly opposite it on the color wheel. The accent color is used for the super symbol and for disruptive elements. In special cases, such as when designing a Sognature trip, the primary and accent colors may be swapped.
Print Media
The Berge & Meer Round-Trip Catalog evokes a spirit of adventure and wanderlust, combined with a longing for relaxation in nature. The design should reflect a harmonious interplay of majestic mountain landscapes and serene seascapes. The focus is on large, evocative images of natural settings, complemented by clean, modern typography.
Natural color palettes—such as shades of blue, green, and earth tones—emphasize the theme. Clear layouts with structured content ensure user-friendly navigation, while inspiring texts and highlights invite readers to dream and explore at first glance.
Website and Social Media
Using the new brand guide, we have modernized Berge & Meer’s social media presence and website and aligned them with the brand. Clear, visually appealing layouts and a consistent color and visual language ensure that Berge & Meer’s identity is evident across all channels.
// Corporate Identity and Corporate Design
Client: TOURVITAL
Bringing the fascination of travel to life
Everyone should experience the world
TOURVITAL, founded in 2008 as a provider of medically supervised travel and the market leader in this sector in Germany, has evolved into a specialist in adventure tours. During this time, the self-image of the core target group has also changed; “the elderly” have become active “Best Agers.” The company’s brand identity has kept pace with these developments just as little as it has with digitalization.
Scope of work
Repositioning and a new brand identity
The core idea of the brand story
“Travel is life in its purest form. We believe everyone should experience the world—in all its facets. We don’t just drive you from one photo spot to the next. We organize tours.”
The result is a performance that puts the TOUR at the center of attention: as colorful and vibrant as the journeys it represents.
The logo visually captures the essence of the tour. Instead of a fixed color scheme, it adapts to its surroundings in five different variations.
The imagery of the brand presents travel destinations very closely and from unusual perspectives—not postcard-perfect scenes, but the world as seen through the traveler’s eyes. Complemented by design elements that represent the destination and the itinerary, as well as destination symbols that appear as organic-looking silhouettes inviting travelers to fill them with their own experiences, the design
already takes prospective travelers on a journey in their imagination.
Die Marke TOURVITAL wurde in das Produkt gehoben. Marke, Produkt und Abverkauf werden eins. Das ist stimmig, neu und einzigartig.
Marcel Mayer und Beat Zingg, Geschäftsführer Tour Vital Touristik GmbH
// Leadbrand Touristik
Client: DERTOUR
DERTOUR is creating vacation. One brand for everything, one brand for everyone.
A new global flagship brand for one of the world’s largest tourism groups
Building trust in an uncertain world, providing guidance in a sea of information, ensuring brand recognition across a wide range of media and channels, and selling real-life experiences in an increasingly digital world—the demands placed on tourism brands are immense.
Scope of work
Brand Development and Corporate Identity
Development of a secondary brand element
Catalog Concept
DERTOUR: DER Touristik’s New Masterbrand
One brand for everyone, one brand for everything
In an uncertain and confusing world, trust and instant recognition are more important than ever. When it comes to their travel experience, customers are looking for a strong partner who is always by their side – whether in the digital or the real world.
To better meet these needs, the world’s second-largest travel group is focusing on the brand that most clearly reflects its origins: DERTOUR.
It is being established as the main brand and will replace local consumer brands as well as DER Touristik’s retail brands. This will make the DER brand family much more recognizable as a unified entity than before – not only for customers, but also for employees and business partners. The travel experience with companies in the DER travel group will become a comprehensive customer experience—digitally and at every moment of the travel experience.
The redesigned brand is fluid and responsive, yet has become even more emotional. Flexible elements are arranged around the core brand identity in the DER brand wheel.
Instead of rigid guidelines, the CI provides only general guidelines for use, ensuring consistency while allowing for a high degree of flexibility. This allows the brand to adapt to its environment and the situation, rather than the other way around. Clear recognizability meets maximum creative freedom.
This is clearly evident in the design language, with the so-called “shapes”: the logo shape in the brand colors ensures high recognizability, while the content shape—as well as the headline bars and other supplementary elements—aligns its colors with the visual motif.
Tourismus verkauft reale Träume in einer immer digitaleren Welt. Eine extreme Herausforderung für Marken: Sie müssen sie medienübergreifend schnell und aufmerksamkeitsstark überzeugen und inspirieren. Die überarbeitete Marke DERTOUR wird diesen Anforderungen gerecht.
Rat für Formgebung
// Brand extension and technology brand architecture
Client: SENA
It’s all about connection.
Sena and ricon – Two target audiences, two related brands
As a provider of smart helmets, Sena will operate in the consumer market under its own brand. To this end, the brand will be given an emotional appeal and clearly positioned with a focus on “connectivity”: It’s not about technology or helmets; it’s about staying connected.
#rideconnected
A separate brand will be developed for the B2B sector. It will operate independently but still maintain a clear connection to Sena.
The brand name for the technology brand is derived from “ride connected”: ricon.
Scope of work
Brand Positioning
Brand development
Brand identity
The Brand’s DNA – The New Sena Brand Story
The ability to connect has made humanity the most powerful species in evolution. We look out for one another, we share our knowledge, we’re constantly improving—and we have a lot of fun doing it. Together, we can move mountains—or ride right over them.
Take your riding experience to the next level!
More safety.
Better performance.
More fun.
#rideconnected
The Connector – A Super Symbol Explains What It’s All About
Both brands share the use of a connector as a key visual element. However, this element differs visually enough to emphasize ricon’s distinct identity. In the case of ricon, the connector is also part of the logo, giving it a distinctive look and strong visual impact.
In Sena’s visual motifs, it clearly highlights the product’s benefits and makes the target audience immediately apparent.
Furthermore, the connectors also serve as a distinguishing feature for the two connection technologies offered: Mesh and Bluetooth.
Mesh and Bluetooth – Explained by the Super Symbol
While Bluetooth connections are established in a so-called daisy chain—meaning the connected devices are linked in a row and communication always flows from front to back and back again—the mesh network developed by Sena creates a network between the receivers. This makes the connection significantly more stable and self-healing: If a rider loses the connection, the others remain connected to each other, and the connection is automatically reestablished as soon as the rider is back within range.
Connected by ricon
The eye-catching blue emblem on helmets and packaging serves as a clear indicator to consumers: this helmet is a smart helmet that enables communication while cycling. This feature is not monopolized by a single helmet brand but becomes a functionality offered by various providers. This benefits all providers, but above all it helps build the market—connectivity is particularly attractive when many potential communication partners are available.
However, it differs visually enough to emphasize ricon’s distinctiveness. At ricon, the connector is also part of the logo, giving it a distinctive look and strong visual impact. In Sena’s imagery, it clearly highlights the product’s benefits and makes the target audience immediately apparent. Furthermore, the connectors also serve as a distinguishing feature for the two connection technologies offered: Mesh and Bluetooth.
What’s next?
The Sena brand will continue to grow—new areas of application are already being implemented, as are new communication technologies. The flexible and versatile new brand identity will support this growth.
// Interior Design
Kunde: MeLu Bistro
Interior design and comprehensive project development for a bistro concept in the heart of Moers.
For the MeLu Bistro in downtown Moers, we had the opportunity to carry out a project that was a real home run for us. Together with a dedicated couple who run the business, we supported the development of their dining concept from the very beginning—from the initial idea all the way through to the grand opening.
The focus was on creating an inviting space for a wide variety of target groups: students, working professionals, downtown visitors, and anyone looking for a quick break from their daily routine. The result is a bistro with a clean, inviting atmosphere, high-quality coffee, and freshly prepared snacks.
Leistungsumfang
Konzeptentwicklung
Innenarchitektur & Gestaltung
Technische Planung
Umbaukoordination
Zusammenarbeit mit Gewerken
Grafik- und Erscheinungsbildentwicklung
Abstimmung mit Behörden
Projektsteuerung bis zur Eröffnung
Our services encompassed the complete design and implementation: from concept development and technical planning to managing the renovation. Working closely with skilled trade partners, the space was developed step by step and realized with a clear design signature.
At the same time, we refined the graphic identity to create a consistent connection between the space and the brand. We were also responsible for coordinating with the city of Moers and providing support through to the grand opening.
The project exemplifies how the brand cycle works in practice: from the initial idea through planning and implementation to the further development of the space and visual identity—all underpinned by trust, close collaboration, and a shared commitment to quality.
#implement #hospitality #Moers
// References
The senior management and team members of the brandcycle group have built up expertise through the successful management of complex challenges at the following companies:
Are you interested in our project work?
Ask us straight away for the right references for you:
// The three founders
Ralph Kaebe
Ralph is characterized by his ability to combine creative visions with strategic business objectives and has led holistic projects for well-known brands such as Milka, tesa, Henkel, TUI and DERTOUR. He is known for his hands-on approach and his passion for emotionally charging brands and making them successful through clear, measurable strategies.
His expertise includes brand storytelling, corporate identity and brand experience design.
Frank Marreau
Partner
Strategic Business Development
and Experience Marketing
Frank Marreau
His extensive expertise spans the entire process of brand evaluation and implementation of brand experiences.
Martin Tischer
His most successful projects include the development of brand experiences for Liberty Global, Sixt, LOEWE and Piaget, among others.
// The Team
Our strength of our team lies in positioning brands and their products coherently and sustainably across all touchpoints so that they can prevail in a dynamic market environment and achieve long-term success.
We don‘t just work on creative campaigns; we make sure that every interaction embodies the brand message and builds customer trust.
Are you interested? Welcome to our team.
We are currently looking for new colleagues for the following positions:
Project Lead Exhibition, Retail, and Interior Construction (m/f/d)
Project Technician Trade Fair, Retail, and Interior Construction (m/f/d)
Construction Manager Interior Fit-Out (m/f/d)
Lerne das Team kennen
Martin Gabrys
Managing Director
Steffen Henneböhl
Project Lead
Frank Schmidt
Project Lead Creation
Joana Nees
Interior Designer
M.A. Interior Architecture
Adrian Appel
Project Lead
Hannah Lauer
Design Manager
Birthe Restau
Project Lead
Sonja Mischke
Assistant to the Board/ Administration
Wararat Sorg
Technical Assistant
Marvin Tischer
Technical Designer
Philipp Schilling
Design Director
Patricia Müller
Projekt Managerin
Michaela Kaebe
Content Writerin
Marion Börke
Senior Brand Designerin
Gabi Schlagwein
Administration
Linet
Media Designer Trainee
// Our vision
Rethinking every day
In a world that is constantly changing, we see it as our job to support brands that not only achieve shortterm success, but also remain relevant in the long term.
Flexible and resistant
Our vision is to develop brands that react flexibly and resiliently to market changes without losing their identity.
Your added value of tomorrow
We create brands that offer real added value through emotional connection, innovative solutions and sustainability.
// Our mission
We are at your side
As a strategic partner, we support companies that want to future-proof their brand. Our mission is to empower brands from the inside out by internalizing the essence and values of your brand.
Creative and strategic
We combine strategy and creativity to bring brands to life across all touchpoints and build long-term customer relationships.
Reaching our goal with us
Through comprehensive analyses, creative design solutions and targeted implementation, we ensure that every action achieves measurable success.
// Downloads
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