Since its foundation in 2009 the Düsseldorf based company CRENEO develops, defines and fosters brands with a cross-media ambition, combining strategic planning and an interdisciplinary approach with outstanding design and the necessary know- how. The portfolio includes brand strategy, design and communication. The quality of great products is easy to measure. When it comes to brands this is far more difficult, because brands often only exist in people’s heads. “When establishing a brand, design plays an important role,” says CRENEO brand expert Alexander Willuweit. A good design functions as a navigator through a changing world. No matter where consumers are, no matter which devices they are using, the brand needs to be recognisable.