2020 - Europe's largest, partner-led agency group celebrates its 50th anniversary. 50 years of creation, innovation, independence. When the agency was founded in 1970, the so called "Serviceplan", that gave the agency its name, represented a visionary approach: integrated, holistic communication solutions. How can the leitmotif of integration become the central theme of the anniversary year, involving 4.317 employees at 24 locations worldwide, partners and friends of the company? At first we created the SP50 anniversary logo - a clear homage to the logo from the 1970s. Distinctive lines and a high degree of recognition are clearly visible. That inspired an idea that brings Serviceplan's "Born integrated" philosophy to life in the form of a unique arrangement. We projected the anniversary logo onto an arrangement of all communication measures for 2020. Thus, each element received its individual share of the whole. Digital representatives for e.g. social media formats, presentation templates and digital company presentation were integrated as well as haptic counterparts: business equipment, agency furniture, employee and customer gifts. The logo itself, scaled down to each object, serves as a springboard to a microsite. Read out digitally, it leads to the history of the installation and the basic idea behind Serviceplan: integrated communication. 1 INSTALLATION 1 YEAR CORPORATE BRANDING 1 PHILOSOPHY: BORN INTEGRATED.