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Since the relaunch of the architecture portal BauNetz, the changing background of the organization’s magazine has become one of its newest trademarks. In addition, advertisements connect the magazine to each background’s style.

Three different advertisements convey messages that vary per target group - they are sometimes informative, sometimes subtle, and sometimes coded. Ads appear in the magazines form, Bauwelt and brandeins. Additional postcards advertising the motifs were printed and sent out during the relaunch.