NeDeNa - Dein Netzwerk
Rebranding & Platform for a Business Network in Spain
01
Introduction
FIERY+GLINT developed a rebranding and a bilingual platform for NeDeNa, a German-speaking business network in Spain. Growing networks need a brand that appeals to new target groups and a digital infrastructure that organises members, content and communication efficiently. We delivered both as one system.
02
Project overview
For NeDeNa, a German-speaking business network in Spain, we developed a comprehensive rebranding with a redesigned logo and a premium sub-brand.
In parallel, we built a bilingual website (German/English) with member management, event management, a job portal and a login for premium members. We also set up automated email processes, launch materials for the 10th anniversary and training in system maintenance.
The goal was to expand the target audience beyond "Young Professionals" and to build a scalable platform structure.
03
Challenge
The brand had to appeal to a wider target audience while separating itself clearly from premium offers. NeDeNa also needed a platform with several functions and user roles that is intuitive to use and can be maintained over the long term without external help.
04
Solution approach
We developed brand and platform as one integrated strategy, focused on scalability and audience growth.
Key Elements:
- Rebranding for a more diverse target audience
- A clearly differentiated premium sub-brand
- An integrated system with member login and role structure
- Automated email processes
- Self-service structures for independent maintenance
05
Implementation
The project ran on four connected levels:
1. Brand Development and Rebranding
- Logo redesign
- Premium sub-brand with clear differentiation
- Visual identity for a wider target audience
2. Website and System Architecture
- Bilingual website (German/English)
- Member management, event management and job portal
- Member login for premium users
- User guidance for different target groups
3. Process Automation and Communication
- Automated email processes, for example for registration, events and updates
- Communication along the user journey
4. Launch and Training
- Launch materials for the 10th anniversary
- Training in independent system maintenance
- Self-service functions for the team
06
Result
The combination of rebranding and an integrated platform creates a scalable structure for several target groups:
- Target audience expanded beyond Young Professionals
- Premium membership clearly differentiated
- Members, events and content managed more efficiently
- Fewer manual processes thanks to automation
- More independence through in-house system maintenance
07
Conclusion
Business networks grow sustainably when brand positioning and digital infrastructure are developed together. At NeDeNa, a wider target audience, a clearly separated premium offer and integrated systems support growth and efficient organisation.