Handl.e Pictures

Reframing storytelling for the new world

Project Overview

Brand: Handl.e Pictures
Objective: To revitalize a legacy brand by transforming an outdated vision into a dynamic, future-focused identity with global relevance
My Role: Creative Director, Writer and Project Manager

The Challenge

Handl.e Pictures, a once-celebrated creative powerhouse, was facing a brand identity crisis. After more than 20 years of delivering large-scale immersive productions, the corporate world had evolved. Budgets had shrunk. Business priorities had shifted. And the brand's outdated identity no longer captured the essence of what Handl.e Pictures did best—transformative, high-impact team-building and leadership events. The challenge? To reframe the narrative in a way that would connect with the new generation of leaders and innovators.

The Creative Strategy

In the post-pandemic business world, Handl.e Pictures needed to shed its legacy and embrace a new, adaptable approach. Together with my co-creator, a talented designer, we worked in close collaboration with the team to rethink the brand from the ground up. We started with the foundational elements: vision, mission and values. From there, we created a bold, forward-thinking identity that would resonate globally and transcend industry boundaries.

I led the copywriting and messaging overhaul, transitioning from German to English to unlock international opportunities. We completely redefined the company’s positioning and aesthetic, ensuring that every visual element—new logo, refreshed typography and updated color palette—echoed the brand's dynamic transformation.

We didn’t just stop at aesthetics. We revamped the user experience with a website redesign, focusing on a fluid and intuitive information architecture that guided visitors seamlessly to what they needed. We also crafted a comprehensive marketing toolkit—social media assets, flyers, brand guidelines and a content strategy—empowering Handl.e to own their narrative and consistently engage with the market.

Execution

The execution was an immersive, hands-on process. We led the client through every step, working collaboratively to ensure that their new identity felt like a natural evolution, not a radical departure from their legacy. The result? A brand that felt as bold and collaborative as the transformative work they do for their clients. Key deliverables included:

  • Brand Identity: A comprehensive rebranding that included a new logo, updated color palette, and typography—aligned with Handl.e’s values of innovation and collaboration.

  • Website Redesign: An optimized user experience with streamlined navigation and an information architecture that highlighted the company's expertise and ease of engagement.

  • Social Media & Marketing Toolkit: A complete set of assets—ready to deploy—from branded flyers to an adaptable tone-of-voice framework, allowing Handl.e to stay agile in their marketing efforts.

Results & Impact

The rebrand gave Handl.e Pictures a revitalized, future-forward identity that captured the essence of their work. Not only did they successfully reconnect with their legacy, but they also expanded their reach, positioning themselves as thought leaders in the evolving corporate team-building market. The modernized look and strategic messaging helped Handl.e Pictures  stand out and stay relevant, securing their place in a competitive landscape and empowering their team with tools to drive long-term success.

Reflections & Takeaways

Rebranding a company with such deep-rooted history isn’t without its challenges. There’s always resistance when it’s time to let go of what’s familiar, especially when the client has a long history with the old brand. But empowering the client through this transformation—helping them embrace a fresh, modern look and feel—was key to our success. By involving the client in the process and bringing their vision to life, we created a rebrand that honored their past while confidently preparing them for the future.

The journey was a powerful reminder that brands must evolve or risk being left behind. Handl.e Pictures took a bold step forward—and now they’re poised to capture a new, dynamic market.