MetaDesign

MetaDesign is a global brand consultancy and creative agency founded in Berlin in 1979. Its work connects business strategy with corporate identity, digital experiences, communication and physical environments. The consultancy develops brands as coordinated systems, bringing together the ways an organization presents itself, communicates and interacts with its audiences.

Its strategic practice includes brand positioning, naming, verbal identity, brand architecture and portfolio development. Research into markets and brand equity informs this work, alongside employer branding, messaging frameworks and the articulation of purpose, mission and vision. These activities support both the creation of new brands and the transformation of established organizations.

From identity to experience

MetaDesign translates strategic foundations into visual identities and experiences across multiple settings. Its creative capabilities encompass corporate design, interaction design, motion branding, packaging and dynamic design guidelines. Digital work includes websites, mobile applications, service design and product prototyping, while its spatial practice covers retail environments, exhibitions, signage and wayfinding.

The consultancy also supports implementation beyond the initial design process. Its activation and governance services include international brand rollouts, internal and external communications, compliance monitoring and brand help desks. Leadership and employee engagement, together with change management, form part of its approach to putting a brand into practice across an organization.

MetaDesign serves organizations in automotive and mobility, technology, telecommunications, healthcare, financial services, consumer goods, culture, education and the public sector. Its work spans customer experiences, institutional communications and complex corporate brand systems, reflecting the different requirements of commercial businesses and public-facing organizations.

An international practice

An early milestone was its development of passenger guidance, typography and visual communications for Berlin's transit system. Corporate design programs for major automotive and industrial businesses also helped shape its systems-oriented approach. Acquired by Publicis Groupe in 2015, MetaDesign continues to operate as an autonomous consultancy within the group. Its integrated studio network spans Europe, the United States and China, supporting international brand programs across strategy, design and implementation.