SWR Brandportal

For SWR, I analysed the existing brand portal and developed recommendations for a clearer, more intuitive and engaging experience in Frontify. The aim was to make the platform a practical tool that helps teams understand the brand and confidently apply it in their everyday work.

My work focused on information architecture, navigation and content presentation. I mapped the existing structure, identified barriers to orientation and proposed a user journey that moves from brand purpose and personality to design principles and practical applications.

Using SWR Heimat as a pilot, I demonstrated the approach directly in Frontify. Restructured navigation, visual examples and modular content replaced dense pages with a more accessible experience. Accordions made detailed guidance easier to explore, while application examples connected design rules with their use across different formats.

The result was a strategic roadmap and a practical reference for the portal’s further development—making SWR’s brand world easier to navigate, understand and work with.