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Managing Director
Whether strategy, campaign, or digital product – if you want to communicate complex topics clearly, we look forward to the conversation.
Design systems
Design systems that work in everyday use.
For industry, technology, and energy. From brand core to an asset library your own team can run themselves.
Purpose
Why a design system exists
A design system isn't a manual sitting on the intranet. It's the set of rules that lets marketing, sales, and other departments design for themselves without asking for sign-off on every layout. Whether it's any good isn't decided by how complete it is, but by whether it actually gets used day to day.
Symptoms
How you can tell one is missing
- 01
Every department keeps its own collection of templates.
- 02
The brand color shifts by small degrees from channel to channel.
- 03
Every new graphic starts from zero because nothing is reusable.
- 04
Switching agencies means starting all over again.
Fields of work
What belongs in a system
Brand core and principles
What the brand stands for, translated into design principles that hold up in decisions — including cases the document never anticipated.
Color, typography, grid
Values with clear roles instead of a palette with no rules for use. Plus visual language and iconography.
Components and templates
Building blocks for the formats that are actually needed — from presentations to trade-show appearances.
Asset library
A searchable library the team runs itself. New assets are created by the same rules.
Rules for AI tools
A machine-readable layer that keeps generative tools on-brand, and a human layer that says what's approved.
Training and handover
After that, the system belongs to your team. We hand it over so it keeps working without us.
How we work
01
Taking stock
What exists, what actually gets used, where it breaks down. Conversations with the people who work with it every day.
02
Designing the system
Principles, building blocks, rules. Developed against real use cases, not mock-up pages.
03
Applying and refining
The system gets tested on live projects. Whatever surfaces there flows back into the rules.
04
Handover
Documentation, library, training. After that, the team can work with it independently.
Design systems and AI
Once generative tools are designing in-house, a styleguide for humans isn't enough anymore. It takes a second layer a machine can read — and an approval logic that defines what's allowed to go out.
We develop both layers together, because they keep each other in check.
For more detail, see our article on brand governance (in German).
Design systems
AI guidelines
Brand strategy
Asset libraries
Selected work
From illustration style to interface
Three pieces of work for a medical technology group, a Swiss brand manufacturer and an academy of sciences.
From practice
Three systems running in clients' everyday work.
Dräger · Preferred Agency PartnerOver 800 assets across more than 50 marketsView project →
VictorinoxBrand presence for a heritage companyView project →
WallroundBrand strategy in the renovation marketView project →
Also worth noting: the illustration system for Lufthansa — a kit of figures and objects that illustrates the modernized corporate identity, in several levels of complexity for print, web, and social media.
What it costs
Projects start at €15,000.
What a system costs depends mainly on the number of brands, channels, and languages — not on the number of pages in the manual. A single brand across three channels sits at the lower end; a brand universe with sub-brands and international rollout runs well above that.
In an initial conversation we work out which scope fits your situation. That's without obligation.
Great ideas start with a conversation.
Managing Director
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