Dräger

Making trust visible in safety-critical contexts

Dräger AG is a globally active company in medical and safety technology. The brand stands for safety, trust, and tradition — in fields where mistakes can cost lives.

The Collaboration in Context

The collaboration began with a new illustration system: a unified visual language built on the existing corporate design, documented in a guideline with clear rules for use. In parallel, Sapera Studios rebuilt Dräger’s personas — the strategic foundation that has since ensured communication decisions are made by target audience. Together, the illustration system and personas form the foundation that every subsequent project has built on.

That foundation has since grown into 32 projects — from trade fair appearances to infographics to spatial design. More than 800 visual assets have been created this way, in use across more than 50 markets and 12 product, training, and communication areas. The modular systems save around 45% in effort compared to one-off productions, and more than 25 external agencies and service providers worldwide work with the same system. Sapera Studios has been Dräger’s preferred agency partner ever since.