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Corporate Design

HADAG

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Insight

08/08/1888 is more than just a funky-looking date – it marks the birth of an icon. It is the founding date of Hamburg’s HADAG Seetouristik und Fährdienst AG. The circumstantial repdigit kicks off Hamburg history by giving way to a traditional mobility service provider, a floating storage facility for the myth of the port, a breakwater for the maritime mobility of the future.

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HADAG is the one and only provider of port transport and on the Elbe within the HVV, Hamburg’s public transport network. On eight lines with 20 berths and an annual covered distance of more than 330,000 nautical miles, HADAG with its ships and more than 180,000 departures per year ensures safe, speedy and comfortable navigation on the Elbe, even in adverse weather conditions such as ice, fog or storms – 365 days a year.
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Positioning
The move, the myth. But hold on, not so fast: HADAG has connected Hamburg’s North and South, people and destinations, lifestyles and horizons. Down-to-trough, reliable, practical and honest.
A figurehead of maritime Hamburg, combining living cult and genuine tradition – for 130 years.
  • volt Design Web and Social media
  • volt Website
  • volt brochure
  • volt brochure
  • volt brochure
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Task
"New mobility requires a new understanding of public transport, socially as well as ecologically. Not only stops and targets, but also people want to be reached. With a personal message, with individual offers, an emotional connection to the brands that accompany their lives, their everyday lives. HADAG plans to convert its fleet to hydrogen operation in the medium term. New ferries have been ordered, and the technical preconditions for the ambitious future-forward project of Zero Emission Port Hamburg are being laid. The perfect time to give not only the old website but the entire mother ship a new coat of paint. And guess what we thought: High time for a rebrush!"
  • volt Design Web and Social media
    volt Design Web and Social media
  • volt Website
    volt Website
  • volt brochure
    volt brochure
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Corporate Design
"A river that connects it all: the Elbe is the flowing gateway to the world, a place of longing and a scheduled connection at the same time. Always open. For people from Hamburg and all over the world. HADAG’s new claim “Genau deine Elbe” (equivalent to the English Exactly Your Kind of Elbe) expresses a new understanding of public mobility. HADAG is always at eye level, always in reach, always in touch and, above all, sustainable.
Green is HADAG’s traditional colour, which in fresh variation visibly creates new waves and an expansive modern impact on all eight lines."
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Campaign
HADAG’s launch campaign “Kurzurlaub” (roughly equivalent to The Everyday Getaway) focusses on the quality time, as short as it might be, you spend on a HADAG ferry. Clock in and put in the hours while HADAG creates valuable time-outs amidst rush hours and routines. Zoom out, let go of the rhythm of our working and living world, the flow of the Elbe will open up a completely different time zone for you. The expressive design emphasizes the brand experience and relies on a broadly orchestrated media mix of PR, guerrilla, digital and print.