Studio 2br

Core disciplines: Brand strategy, Branding / design, Corporate communications

Born to Be
Turning CSR strategy into ideas

A strategy is fine for planning the journey. But it takes an idea to really get things rolling, and detailed thinking to reach the destinations you want.

When Deutsche Bank decided it wanted to focus all of its corporate citizenship activity in the UK on preventing youth unemployment, it needed to turn a new strategy into a big idea.

We conceived Born to Be, an idea that unifies activities, aspirations and audiences.

Born to Be works as both identity and narrative, telling the world about the existence of Deutsche’s programme and the thinking behind it—helping young people to realise their potential and become who they were born to be.

So successful in the UK, Born to Be has now been adopted globally as the youth engagement pillar of Deutsche’s CSR strategy. 

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