Own project, from the logo through the design system and the website to the SEO strategy. An information and affiliate platform on a sensitive subject.
My own project, and a complete one: logo, colour and type system, structure of the website, content and the SEO strategy behind it. None of it was supplied from outside.
A sensitive subject that touches on worries and the need for safety. The content is therefore kept factual; urgency as a sales argument does not appear.
- Client
- Own project
Brand
The brand had to do two things at once: signal protection without producing fear. The mark solves that through a house whose roof is also a shield, with an arched door in it. A closed form, but no bunker aesthetic.
Alongside that a design system with clearly named roles instead of a loose collection of colours. Every colour has a job, which is why the mark stays equally legible on light, sand-coloured and dark ground.
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Why the mark looks the way it does
The design follows principles from neuromarketing that I came across in a workshop with Gesa Lischka. On a subject that has to do with worry, the first decision is what you do not show: no concrete walls, no warning colours, no imagery of threat. Frightening people may sell once, but it gambles away the trust that advice needs.
Instead the mark works with a sense of shelter. The roof is also a shield, the form stays closed and round rather than angular. The terracotta of the door stands for earth and warmth, the muted green for calm. The lettering splits the hardness in the word: Bunker sits strong and dark, berater light and in green.
Outfit runs throughout as the typeface, in one weight for headings and one for body text. The preview sheet shows the brand in all three environments side by side, so that failures of legibility show up early and not first in the finished layout.
Website
The entry leads to the question visitors actually bring with them: what really protects, and what it costs. The positioning as manufacturer-neutral planning therefore stands above the offer, not below it.
Structure, implementation and maintenance are mine.
SEO strategy
A subject on which hardly anyone writes soberly can be won through completeness rather than through noise. The structure therefore follows what people want to know in sequence: basics, types of construction, requirements, costs, process.
The content grows along the actual search demand, and visibility is measured continuously rather than checked once. Because the project is mine, I can try things here that would only be possible in client projects after a round of approvals.
The standard for the content
Anyone searching on this subject is rarely detached. The platform accordingly separates information from recommendation and discloses affiliate links openly.