No Failed ChildrenAn explain project case for rebranding, positioning, and brand activation.
Rebranding Positioning Storytelling Movement building
No Failed Children supports young people who have not yet found their place in the system.
explain helped reposition the brand, make its stance visible, and strengthen it sustainably through diverse measures.
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When we first visited the campus, we immediately felt: Something special is happening here. Marc Breuer and his family have created a place for children who do not find a place in the existing system and here, for the first time, experience that change is possible.
The previous name Domiziel was not doing it justice. Together we laid the strategic foundation for a realignment. Thus, Domiziel became No Failed Children: a name that embodies mission, ambition, promise, and conviction: "There are no failed children, only failed systems."
Building on this, we developed the foundation for a movement. Marc took our work to the network, and the network responded. Partnerships were formed with partners like Voelkel, Nico Espenschied, and La Marzocco.
What started as a film project turned into a comprehensive rebranding.
In the end, the first film was also created: personal, close, powerful. The starting point for everything that may come.
Communication consulting and brand building.
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Renaming
The previous name Domiziel no longer suited the new direction. Together, we developed the strategic foundation for repositioning, from mission statement to naming process.
From this emerged NoFailedChildren: a name that clearly encapsulates stance and aspiration. For behind the brand is a clear conviction: There are no failed children, only failed systems.
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Rebranding
Based on the new brand strategy, a rebranding emerged, making NoFailedChildren more than an organization: a movement.
For this, we developed a striking corporate design with clear typography, strong colors, key visuals, website, and print media, consistently aimed at making the brand's message visible and recognizable.
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Brand activation
To create awareness for the issue of child and youth welfare, brand activation became the central lever. The idea: use companies as a platform to jointly show stance and generate visibility.
As a result, partnerships were formed with partners like Voelkel, Nico Espenschied, and La Marzocco. In addition to a partner acquisition deck, we strategically and directly supported the collaboration in implementation with the partners.
Partnerships and movement building.
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Voelkel
Voelkel has stood for organic quality with attitude for four generations. When they learned of the mission of NoFailedChildren , a mutual decision was made, leading not to a classic cooperation but a shared decision. For the collaboration, we developed an individual bottle design and a stop-motion film that makes the brand’s message visible.
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Espenscheid
Together with Nico Espenschied, a collaboration was created that makes stance visible.
For this, we developed a striking bottle design and accompanying communication materials. The wines bear terms like "good-for-nothing" or "system breaker", labels often used against children in youth welfare. On the bottle, these words take on new meaning.
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The Bakery
For the bakery on campus, we developed the complete branding, from logo, color scheme, and typography to imagery and layout system. The Bakery combines craftsmanship quality with social responsibility: Every sale supports the mission of No Failed Children and makes the campus a place that creates everyday life, warmth, and perspective.
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