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Arndt Benedikt

Winning with People
Showing a talent for attracting talent

Boehringer Ingelheim
Pharmaceutical Industry
Brand Architecture
Brand Design
Printed Matter

Case Study

Our Client

Winning hearts and minds

As Boehringer Ingelheim knows all too well, in business it isn’t the taking part but the winning that counts. With three strategic growth areas – oncology, integrated health management and personalized healthcare – on its radar, Boehringer Ingelheim’s future as a leading global pharma heavyweight relies on four things: winning the war for talent, inspiring its staff, creating a work environment that has candidates queuing up, and taking care of their professional deployment after joining the company to become an integral part of the team.

The Challenge

Giving corporate the human touch

BI’s multi-year corporate programme for fostering talent, “Winning with People” was in need of a strong new visual system that would showcase its core strengths: the ability to attract the right minds and inspire employees to show their best side day in, day out at the company. One other little hurdle: It had to be strictly in line with BI’s existing corporate design.

Our Solution

Mapping the corporate DNA

The message Boehringer Ingelheim wishes to impart with its “Winning with People” programme is clear: the company wants to put people first in everything it does. Using this as our starting point, we created a logo featuring strong, complementing colours (luminous greens, blues and yellows) and contoured shapes to drive home the message that this is – quite literally – an attractive place to work where a nurturing environment and inspiration are the order of the day. We embedded these elements within an overarching visual system that shows off Boehringer Ingelheim’s DNA as a business leader, with a combination of vibrant, people-centric illustrations, fonts and tones all reinforcing the idea that this is a place where talent is cultivated. Photos also play a role, with the camera’s eye being trained on – you guessed it – people. Finally, we drafted a set of guidelines on how to roll out the visuals internally, externally, online and in print to help Boehringer Ingelheim position itself as the employer of choice for talented individuals.

The war for talent may be far from over, but the battle of best-looking corporate programme on the block has a clear victor – thanks to some strategizing by Arndt Benedikt.




Attractive work environment
Strong people foundation
Attracting the best talents
Powerful internal talent development
Inspiring leadership




We were bowled away by Arndt Benedikt’s ability to create something fresh and original while still respecting our corporate design. It’s clear they understand what we’re about at Boehringer Ingelheim!

Melanie Jakubowitz, Manager at Talent, HR Governance and Analytics, Boehringer Ingelheim

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© Arndt Benedikt
Arndt Benedikt
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