Evangelical Johanneswerk
German Brand Award

Together with our client Johanneswerk, we were honored with the German Brand Award 2025 in the category “Excellence in Brand Strategy and Creation – Employer Branding Activities & Campaigns.” The campaign, with the tagline “Make Yourself Count,” is aimed at professionals in the social services and care sectors. It deliberately emphasizes individuality, appreciation, and self-efficacy.

With over 7,500 employees, Johanneswerk is one of Germany’s largest diaconal organizations. The rebranding aimed to establish a clear positioning as a modern, values-driven employer.

At the heart of the communication campaign is the slogan “Make Yourself Count.” This message conveys a sense of self-efficacy and self-worth and deliberately breaks with traditional views of employees in the social services sector. It highlights the contribution of each individual and underscores how important good work is for the common good.

The design elements of the new corporate brand—including the distinctive “Johanneswerk J,” an expanded color palette, and a dynamic design language—were integrated into the employer branding across all media. In light of the growing shortage of skilled workers in the healthcare sector, Johanneswerk is using this campaign to reposition itself specifically as an attractive, values-driven employer. The new employer branding page has generated many times more page views than the previous career portal. The rapid and successful filling of over 70 positions at the newly opened Perthes-Haus (in Bielefeld) also demonstrates that this new employer brand identity is effective. The reactions and results are a clear sign of its viability and relevance in recruiting.

The German Brand Award, initiated by the German Design Council, is one of the most prestigious awards for successful brand management. In 2025, more than 1,500 entries from 11 countries were evaluated—with awards given for outstanding achievements in strategy, design, and brand impact.