heureka GmbH

Deeply rooted in 3D visualisation, the Essen-based agency for design and communication heureka has been making complex content visually understandable and tangible since 1990, when digital rendering was still uncharted territory. Even today, the passion for captivating storytelling remains unbroken among the now 18 employees. Calling themselves “Fluid Thinkers”, they use technology, design and surprising approaches to bring content to life. “We like to try out new things, to think outside the box with wild combinations – and we all have one thing in common: having fun with creative ideas!” True to this motto, heureka created an extraordinary digital annual and sustainability report for Gewobag, one of Germany’s largest property companies. Designed to be playful and technically sophisticated, the immersive 3D experience draws the user right into the heart of the company and conveys its values, goals and figures in a vivid way. Smooth navigation on various devices and simple operation contribute to the fun of discovery, as does the charming, vivid environment. Film and photographic elements create exciting contrasts and round off the image of a company that is characterised by customer proximity, innovative strength, foresight and creativity. In this way, the report becomes an interactive experience that is focused on narrative, aesthetics, atmosphere and technology across the board.

Interview with Gorden Koschel

Red Dot: The annual report has a very playful design. What function does it fulfil beyond the figures?

Our aim was to create an emotional, low-threshold – yet informative and inspiring – user experience for both internal and external stakeholders. The image section is designed as a virtual 3D neighbourhood through which you move with a character. Players discover stories from the company’s everyday business life and solve small tasks. This creates impulses for a deeper understanding of Gewobag’s work and attitude – in line with the motto “Impulse of  Time”.

Which corporate values were to be at the centre of communication?

Gewobag stands for the high quality of its services and its proximity to tenants. For the company, it is important to tailor their services precisely to the unique needs of different tenants, taking into account how lifestyles and needs change. At the same time, they focus on holistic social neighbourhood development, support numerous social projects and enable tenants to partake in actively shaping their living environment. The report conveys precisely these core values: customer proximity, innovative strength, foresight and creativity.

You mainly rely on illustrations – why?

Illustrations offer visual flexibility, which is crucial in digital, interactive environments like our 3D neighbourhood. Gewobag’s illustration style is already a strong identity-forming element in the corporate design – so we were able to use it specifically as a bridge between the brand and the digital world. Unlike photography, which is more documentary in nature, illustrations allow for an accessible and emotionally charged visual language. At the same time, it was important to us to use real image and video material as a contrast.

Is interaction the biggest benefit of a digital annual report?

Interactivity is a key advantage, but the real added value lies in the ability to convey content in a way that is target-group-specific, immersive and sustainable. One example of this is our drone short film on environmentally friendly modular construction, in which viewers experience the creation process up close. Visually impressive and narratively dense formats like this help to promote understanding and emotional connection. The interaction itself raises awareness and ensures that content is remembered longer.