Authentic and approachable –
the corporate website of
the Migros Group

The focus of the new content strategy is on people – employees, customers and partners of the Migros Group. Both visually and lyrically, they appear inclusive, authentic, involving and humorous and thus form the common thread for the new group website. This principle was also applied in the creation of the new brand experience: user surveys, card sorting and user testing ensured a user-centered approach.

At the heart of the new group website are real stories. They show how people in the Migros Group live the corporate values, illustrate background information and provide a wide range of perspectives on various topics. This creates closeness and trust. The developed taxonomy ensures that the stories are automatically displayed in the appropriate places outside the magazine area and on other platforms, based on keywords, which reduces maintenance costs and guarantees up-to-date contextualization at all times.

A diverse company like Migros needs to be explained. Infographics are used to present complex ideas, concepts or processes in a simple and clear way. Unique illustrations, created in collaboration with the Swiss team of illustrators Till Lauer and Arbnore Toska, get to the heart of Migros’ brand identity and personality and arouse emotions in users through their tongue-in-cheek humour. The imagery on the new corporate website stands out from the competition, especially due to the illustrations, and attracts the attention of visitors.

With the corporate website, we have created a central point of contact for customers, employees, talents, partners, media representatives, cooperative members and other interested groups. A networking concept ensures seamless, goal-oriented forwarding within the digital ecosystem. With the new content strategy, whose formats pay off for different usage scenarios and target groups, and the newly created design system, the brand can be felt in every pixel.