Branding and Marketing campaign for real estate



BayernCare develops and manages real estate in the field of senior citizen housing and care facilities. With 40 facilities, including 900 apartments, it is one of the leading providers of senior citizen real estate in Bavaria, hosting more than 2,200 residents in total. BayernCare Immobilien, headquartered in Erlangen, is a joint venture of Sontowski & Partner.


Development of an overarching concept of measures for the precise positioning of BayernCare in the market, plus the successful marketing of new properties in all relevant online and offline media.


We worked together with BayernCare's marketing department to develop a concept and realised many marketing activities. We developed two new claims for the business areas residential care and service living, as well as a uniform language style for the entire communication. A new corporate website, in addition to modular microsites for new properties. A new presentation concept, brochure design and on-site communication, as well as various social media activities. In this way, we were able to sharpen the profile of BayernCare and transform the entire communication into a contemporary and uniform appearance.


  • Market analysis
  • Strategic consulting
  • Concept development
  • Planning campaign measures
  • Copywriting
  • Claim development
  • Design
  • Implementation
  • Project management

“The agency PUNKTUM has supported us for several years in the areas of print, online marketing and brand development. Through creativity and reliability, the men and women from Bad Vilbel have become a very important partner in marketing our project developments. PUNKTUM not only sees itself as a pure service provider, but proactively presents us with ideas and optimisation suggestions.”

Christopher Kunze, Managing Director at BayernCare

Logo and claim development

During our collaboration, we refreshed the BayernCare logo to give it a modern look. With its sleek lines and harmonious colour scheme, the logo makes a great impression on customers.


We care for your investment.The claim for the nursing home division stands for comprehensive care and support in modern nursing homes. Simultaneously, it underlines a worthwhile investment.


We safeguard your values. Our claim for the business segment senior citizen homes aims at an independent, individual form of living with free space and support, if needed. And does so with ageless dignity.


BayernCare celebrates its 20th anniversary. For this very special occasion, we developed a commemorative logo that illustrates its most successful locations by highlighting famous architecture in Nuremberg, Munich and Donaustauf near Regensburg.

PowerPoint templates
New PowerPoint templates and customised slide masters deliver a modern design and well-structured content.

3D renderings
Vivid impressions of new properties and projects before the groundbreaking ceremony: photo-realistic high-end 3D renderings make future projects come to life.

Product brochures
Property-specific brochures present a comprehensive overview of new real estate projects, including lifelike 3D renderings of the buildings and surrounding environment.

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