A Clear Line for Diversity: Bacon & Bold and Heidlmair Shape AMS Diversity Presence
The consortium (ARGE) of Bacon & Bold and Heidlmair Kommunikation has developed a new, comprehensive communications concept for all diversity topics for the Public Employment Service Austria (AMS). Under the claim “Our Clear Line”, the modular system unites all facets of diversity, guaranteeing a strong, consistent presence — both internally and externally — that takes a clear stance.
Christine Juen, Head of Communications at AMS: “AMS fulfils the socially and labour-market-policy-relevant mission of bringing people and work together. We repeatedly deal with clients who have experienced discrimination or prejudice in the labour market. It was therefore important to us, with our new communication line and visual identity, to show that we as an organisation stand behind these people and draw a clear line against discrimination.”
The centrepiece of the concept is the combination of a fixed claim and situationally adapted messages. Visually, diversity is expressed through organic lines on a neutral background: each cluster – such as LGBTIQ+, accessibility or women – receives its own colour world. This keeps each topic individually recognisable while the overall appearance feels cohesive and lends more weight to each cause.
Martina Maurer, Deputy Head of Labour Market Policy for Women at AMS: “The path to AMS is often associated with anxiety. We want to show that we are here to support clients as best we can and to set a clear signal against discrimination — namely, ‘a clear line’.”
The rollout takes place across all AMS channels: from posters and social media to merchandise and event branding such as Pride 2026.
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About Bacon & Bold
Bacon & Bold (Vienna/Linz) is a digital agency focused on AI technology and social media innovation. Under the motto “We keep pace with AI — and bring you along”, the team develops campaigns, modern branding and AI tools for clients such as AMS Austria, Vienna Tourist Board, voestalpine AG and Ottakringer.
About Heidlmair Kommunikation
The branding and design agency was founded by Gerhard Heidlmair in 1991 in Linz. Since 2003 there has been an additional location in Vienna, and since 2025 in Graz. 14 experts conceive and produce holistic brand strategies including employer branding and employee communications.
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