It visualizes the group’s evolution from automotive manufacturer to networked mobility provider, creating a new image and setting a new tone. The story is developed by a text that works with associations, conveying a dynamic image that speaks to the emotions. Language, design and photography are combined in a high-quality print format to create a clear identity. The first step involved identifying the relevant stakeholder-oriented communication themes using the “structural coupling” technique. As the first corporate brochure to feature Daimler’s new corporate design, “Ready to start up” also marks the start of a new communication strategy.