At S T U D I O Ellen Goebel, we had the pleasure of renewing the corporate design for the S.OLIVER GROUP. The concept was based on expressing the company’s core values—trust, responsibility, and strength—while aligning with the strategic vision of former CEO Claus-Dietrich Lahrs.

The primary goal was to craft a visual identity that reflected the essence of the GROUP, while allowing each of its five brands—s.Oliver, QS by s.Oliver, Comma, Liebeskind, and Copenhagen Studios—to retain their own distinctive characters.

The redesign began with a refreshed logo, capturing the group’s personality in a more modern and confident way. We introduced a new set of corporate colors that echoed the GROUP ’s values, and updated the typographic system to enhance clarity and consistency across digital and print communications. This cohesive approach extended to all brand touchpoints—from stationery to the website and digital platforms.

As part of the project, Ellen also led the art direction for new brand content, working closely with photographers Oliver Helbig and Rainer Hosch. Helbig documented the group's day-to-day operations, while Hosch created the HEART WORKERS series—an intimate portrayal of employees that now defines the s.Oliver Group’s employer branding.

This project was a truly collaborative effort, brought to life through the support and creativity of an inspiring team.