A change in the managing directorship of BayWa was used as an opportunity to introduce a new optical signal and new beginning. A new corporate claim was developed for the corporations anniversary: Future requires Heritage. For the first time ever the financial report and corporate profile were separated from one another, yet still joined by one common report case. The information within the financial report was color coded according the respective topics. The underlying idea of the corporate profile was dialog, which is one of BayWas primary success factors. Core themes were introduced with question and answers, and visualized using striking metaphorical interpretations of images. The striking use of the brands colors represents both Heritage and Future.