Brand communication
BKK VDN
Very close. Completely you.
BKK VDN is a company health insurance fund and thus a statutory health insurance provider that was originally founded by Vereinigte Deutsche Nickelwerke for its employees and families. Since it was opened up to insured persons from outside the company, BKK VDN has faced increasingly tough competition. In 2025, the management decided to break new ground. In a selection process, BALLEYWASL | UNSTK won the day and developed and implemented a new look for the health insurance company within just a few months. The result and the first measures to attract new members were presented to the Board of Directors at the turn of the year and launched immediately. At the centre of the communication is the repositioning with the claim ‚Very close. Completely you.‘
The new corporate design: Fresh. Colourful. Cheerful.
The new CD emphasises the claim to be close to the changing needs of members and policyholders at every stage of life. Whether starting a career, starting a family or in the middle of life - the numerous benefits and services of the health insurance company are vividly told and presented. A colour code supports the target group approach and provides orientation. Together with a small touch-up of the logo, the new claim, a new visual language and a modern typeface, we have achieved a unique selling point among the many health insurance companies in Germany.
Content, corporate ambassador and storytelling for social media
The initial situation: BKK VDN is not visible. There are numerous, highly attractive benefits and motivated, likeable employees that hardly anyone knows. A contradiction to the former claim „Trust through proximity“.
And now? We have developed storylines that tell the stories of people and services. We cast an ambassador who speaks for the BKK VDN and conveys content. We shot, edited, set to music and animated. Our unit UNSTK has taken over Facebook and Instagram and added TikTok. We post and we tell stories. We push with paid to get out of the bubble. We build the community and moderate on all channels. The measurable result: awareness, followers and engagement increase 
. We are on the right track.
Cosmetics first: website and app facelift
Our legacy: a website and an app. Both with room for improvement in terms of content and member acquisition. Therefore: first of all, a little make-up on the front end to avoid a massive break in the customer journey. The next step is to optimise the UX and UI to turn the static tools into digital 24/7 assistants. This will still take a while. So: Stay tuned and follow the BKK VDN on social media. NRW, Hamburg and Saxony - here we come. Slowly but with vigour 💪🏼.
Sales literature: a refresh that does you good
What luck: we can also do analogue and print. Fun fact: when BALLEYWASL was founded in 1989, Tim Berner was developing hypertext (HTTP) and the WWW World Wide Web at the Swiss research centre CERN. Joking aside: the BALLEYWASL | UNSTK design team has given the sales literature a real facelift. New images, new typography, more colour, new layout. Now the brochure and flyer match the overall picture. Et voilà 👍🏻.
Member recruitment in event format: occupational health management BGM
In technical jargon: identifying, evaluating and exploiting business opportunities. This is what we are doing in the area of occupational health management (BGM) and profiling the BKK VDN as an expert and partner for companies. The event format is recharged, attractive and modular event equipment is designed and produced and an acquisition guide for the BGM team is developed. The aim: access to employees, awareness of the BKK VDN and its services, collecting contacts via a funnel system, directing them to the back office, finalising membership applications. A well thought-out sales process with the side effect of fulfilling a legal requirement.
Efficient: content production
A small, regional health insurance company doesn't have the budget for a big film production. No problem, because we can produce great content even with modest means. And as is so often the case: first of all, reservations and the question: do I have to be in front of the camera 🤔? Then the realisation: it didn't hurt at all 😉. And last but not least, the excitement: look, I'm on Instagram now 😀. Thanks to the BKK VDN team for their courage and for taking part. You guys are great!
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