The PKR is the industry pension scheme for film and audio production in Germany.
It unites occupational retirement provision for film professionals, production companies, freelance staff at broadcasters, broadcasters themselves, and retirees – reliable, transparent, and easy to access.

With the new collective agreement and a significantly expanded scope, it becomes the central institution for retirement provision in the media and film industry. What long remained invisible is now brought to light: the employer’s contribution, the new access for many professional groups – and the uniqueness of an institution that exists only once.

One PKR for all. Clear. Confident. Relevant.

A brand begins in the detail.

A precise refinement that strengthens continuity: proportions, white space, and typography were sharpened; contrasts optimised for digital. The aim is a balanced interplay of wordmark and emblem – supporting one another without neutralising each other. For legibility, recognition, and clear brand management, the wordmark stands on its own while maintaining unity with the emblem. The result: a word-and-image mark that feels calm, scalable, and distinctive – future-proof and striking.

The refresh is reinforced by a reduced and newly established colour palette that provides orientation and strengthens the brand’s character.

Creation is diversity.

It is creativity and technology, art and craft, organisation and vision.
It is the work on set, in the editing suite, in the sound studio, in the newsroom.
It is the interplay of many disciplines coming together to create something greater – sustained by security that gives room for creativity. By stability that underpins every production. And by protection that grows with the diversity of the industry.

The campaign makes visible what long remained in the background – with real faces and clear statements. The claim “One PKR for all.” stands for orientation and access, supported by modular headlines that reflect the diversity of creative professions.

Rolled out across OOH/DOOH, social media, and owned channels.

Clear. Simple. Structured.

Pension provision is complex enough – the website is not. Structure, design, and tone create orientation: reduced, responsive, accessible. The focus lies on content, not on staging. A flexible grid ensures maximum readability – without distraction from forced imagery.

Instead of hierarchies: roles guide, not pages. Film professionals, production companies, freelance staff at broadcasters, broadcasters, retirees, and the institution itself each find their own tailored entry point. In the public section: all relevant information, clearly presented. In the restricted area: an automated pension system with individual access and a transparent user flow.

The platform is mobile-first, CMS-based, and designed for independent maintenance, scaling, and further development – technically sound, visually clean, editorially precise.