The "Wir testen" initiative was founded by Centogene, a biotech company, to promote acceptance of preventive corona testing and generate support for this pandemic response tool among the German population through an integrated campaign. As part of the FGH Creation Team, I contributed to developing this project.
Process
COVID-19 has starkly demonstrated our collective vulnerability – from individuals to corporations and governments. This realization can lead to doubt, uncertainty, and mistrust. To succeed in this challenging environment, we need a foundation of hope and positivity.
The "Wir testen" initiative brand aims to engage with a broader audience through the power of optimism and fact-driven design. From its serene gradient blue primary color to the curved edges of the "W," all assets are guided by the idea of spreading hope and promoting optimism – just as we do when advocating for the impact of preventive testing.
Accordingly, marketing funnels were developed, tested, and optimized for advertising media and target groups. Active community management helped clarify questions and build relationships with users.
