As part of the completion of her degree in Business Administration, this thesis was created, which can serve as both a guide and a reference. The author, Patricia Wurch, demonstrates through a practical example that even service companies in the leisure sector can strengthen their market position with a small budget and achieve differentiation from competitors through a cohesive appearance. The theoretical foundation for communication is the Corporate Identity described in the book. The aim is not only to provide definitions for well-known terms such as Corporate Design, Corporate Communication, and Corporate Behavior, but rather to focus on understanding the context of a desired Corporate Identity strategy. The goal of this work is to illustrate the challenges of creating a memorable corporate image and to design all components of the communication mix, both internally and externally, as a complex and coherent picture. In the second part of the thesis, the author examines the Corporate Design of the leisure pool Wellenspiel Meissen, with the tangible outcome being the development of a new flyer.