20 Jahre “WIR” – Anniversary Campaign for the Munich Job Center
Project duration: December 2024 – November 2025
To mark the 20th anniversary of the Social Code Book II (SGB II) in 2025, MWIMMERDESIGN developed a standalone anniversary campaign for the Munich Job Center.
Under the slogan “20 Years of Us,” a fresh, colorful campaign branding was created that deliberately takes a slightly different approach to a government agency’s image: personal, approachable, and with a good dose of humor.
Client: Munich Job Center, government agency, over 1,000 employees
Task: Development of a campaign to mark the 20th anniversary of SGB II and its implementation across various communication channels and media.
Services: Consulting, concept development, anniversary branding, logo design, print design, editorial design
The Anniversary Logo
The campaign should have its own distinct character, while at the same time remaining clearly recognizable as a communication initiative from the Munich Job Center.
Some campaign visuals
The Design
For the anniversary, existing elements of the Jobcenter’s corporate design were taken and reinterpreted, then expanded to include a unique visual component.
The result is a modern and colorful anniversary design that conveys a sense of lightheartedness unusual for a government agency. Typography, colors, and graphic elements create an eye-catching look without losing sight of the necessary professionalism.
The deliberately humorous approach fosters a sense of connection and turns the anniversary into more than just a number: 20 years become 20 years of “us.”
Our services in a project context
Visible all year round
The campaign branding was designed as a flexible design system and used throughout the entire anniversary year.
A central component was a series of postcards that highlighted different aspects of the anniversary and continually provided fresh inspiration. Various promotional materials and communication media were also created to complement the campaign.
A particular highlight was the design of the extensive anniversary issue of the employee magazine JOMIKO.
Here, the anniversary design was able to showcase its strength as a flexible system and create a distinctive, dynamic look across numerous pages.
Anniversary issue of the employee magazine “JOMIKO”
The result was a campaign that not only highlights the anniversary but, above all, showcases the people behind the Munich Job Center.
