Goethe Institute – Web Banner

Increasingly, the Goethe Institute is focussed on online marketing as an important mode of distribution, to increase turnover for language courses. As a part of the online marketing strategy, display advertising is being further expanded. The main areas are the Google Display Network, remarketing campaigns, and an increased focus on affiliate programs. As part of updating the design guidelines for the web banner of 2016, we were assigned the task of conceptualising and designing four series of banners.

In this regard, we developed a series of different web banners that reflect a diverse range of offerings, but above all, that communicate various language courses to target audiences. Each series of banners has been adapted to 10 different formats, and realised as static and animated web banners. A part of our service involved technical consulting, so that each banner is structured in compliance with the standards set by the Google Display Network.

The challenges this project posed to us were the relatively extreme formats of the banner. From the outset, this required comprehensive imaging research, in order to find and integrate suitable motifs. The banners position the Goethe Institute as an essential supplier of premium language courses and examinations.