The difference between traditional advertising agencies and Bergwerk
When companies are looking for an advertising agency, they often expect a clear division of tasks: They submit a briefing and the agency provides creative suggestions or finished campaigns. Traditional agencies focus on implementing specific projects and often see themselves as pure service providers. In comparison, Bergwerk takes a more holistic approach that goes far beyond traditional brand work.
Traditional advertising agencies — focus on project work
Many advertising agencies focus on achieving their clients' short-term goals. The task is usually based on clear guidelines, such as the development of a new logo, a marketing campaign or a specific product placement. Creativity and precision are paramount, but the deeper strategic context, such as the long-term development of the brand or the company, is often excluded.
Bergwerk - Strategic brand work with a view to the future
Bergwerk stands out due to its integrative and strategic approach. We go deep into the DNA of a company to understand its values, origins and visions. The brand process begins with the question of “why” — i.e. the reason for the brand's existence — and based on this, develops clear strategies for long-term orientation.
We do not see ourselves as just a service provider, but as an equal partner who works closely with companies. Workshops, intensive target group and competition analyses and the joint development of communication solutions form the basis of the work. In doing so, Bergwerk focuses on combining emotional and strategic brand management. The results are not only aesthetically pleasing on the surface, but also deeply rooted in their content.
Strategic brand work - ELPATO
The brand relaunch of ELPATO, an established media and communications service provider in the healthcare sector, impressively demonstrates Bergwerk's strategic way of working. Over the years, the company had significantly expanded its portfolio of individual brands. The challenge was to position the umbrella brand in such a way that it kept pace with the dynamism and recognition of its individual brands while remaining independent.
Bergwerk began with a clear strategic goal: The EL PATO brand should consciously change its name to ELPATO Emancipate from old associations. The new name functions as a term of art — a blank canvas that could be refilled with fresh values and a modern image. In addition to collecting and formulating corporate values and a manifesto, a typographically minimalistic logo was developed that radiates sovereignty and timelessness. This was supplemented by the claim “Healthcare Communication Innovators”, which confidently emphasizes the innovative strength of the company and supports internationalization.
The implementation went beyond pure design: With a complete relaunch of the website and innovative graphic variations (ELPATO Art), Bergwerk created a uniform and strong brand image that is used on communication tools such as posters and brochures. The result was not just a brand relaunch, but a company relaunch. ELPATO is now positioning itself as an adult brand with clear self-confidence that gives employees orientation and customers trust.
This project underscores our philosophy.
Understand. Conceive. Implement. — Since 1994
Our approach shows that every change requires a clear strategy: “Every concept needs a clear strategy, and the strategy is the basis for every concept. ” That is exactly what Bergwerk has been doing since 1994 — with a methodology that not only renews brands, but also strengthens their entire identity. This strategic depth makes Bergwerk a partner that goes beyond mere service and helps companies make their brands shine in the long term.
