Integrated Brand & Communication Concept for my.NRW
Digital Transformation in the Public Sector Requires Strong Communication
For the central digital initiative my.NRW, the State of North Rhine–Westphalia issued a public tender to find an experienced marketing agency. The goal was to accompany the introduction of digital HR processes with a professional communications strategy and establish it sustainably.
- # Design Thinking
- # UX / UI Design
- # Image Film Production
- # Integrated Brand & Communication Concept for my.NRW
VUCX came out on top in a multi-stage pitch process against numerous competitors and was selected as one of five agencies to submit a complete communications concept. Our approach stood out and took us all the way to the final negotiation round.
Project Context:
What Is my.NRW?
my.NRW is the statewide digitalization initiative to modernize HR administration in North Rhine–Westphalia—with direct relevance for more than 660,000 employees and pensioners across the state. It includes:
- a modern employee portal,
- the introduction of a digital personnel file,
- the replacement of outdated administrative software,
- integration into existing ERP systems.
Our Communication Approach for my.NRW
Our strategy: position digitalization as cultural change. Not abstract or technical, but relatable, motivating, and audience-focused.
VUCX Services at a Glance:
- Image film for the State Government of NRW:
An emotional and informative campaign film for leaders, HR teams, and employees.
- Wikipedia entry for maximum discoverability:
Editorial development with a focus on visibility, neutrality, and SEO relevance.
- Content strategy for internet & intranet:
Structure, editorial planning, and design—aligned with UX, accessibility, and the state administration’s CMS (Drupal).
- Further development of the corporate style guide:
A consistent visual language, aligned with DVN requirements.
Result: Final Round in the Pitch Process
With our integrated brand and communications concept, we qualified for the final selection round—an impressive proof point of our expertise in public-sector communication.
Conclusion: VUCX Expertise in Public Sector Communication
The my.NRW project is a strong example of our expertise in communications for public institutions and digital transformation initiatives.
✓ Strategically grounded
✓ Creatively compelling
✓ User-centered execution
Planning a Similar Initiative?
Let's get in touch – we’ll shape your communication for digital transformation.