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Client
Dräger
Topic
Design System & Brand Guideline
Illustration system
Design Systems
Guideline
Illustration system
A Visual Language That Covers Every Need — and Is Easy to Apply
The starting point of the entire Dräger partnership: a new illustration system based on the existing corporate design. What was needed was a unified visual language that extends the Dräger brand logically, covers every use case, and remains easy to handle.
Task
Developing a new illustration system that extends the Dräger brand consistently, is versatile, and can be professionalized.
Solution
Three reduced illustration styles for technical and emotional representation, digital connectivity, and 3D/animation — documented in a brand guideline with instructions.
Skills
Illustration System, Guideline Development, Brand Design
The direct comparison shows the leap from inconsistent individual illustrations to a clearly recognizable, systematic style — the foundation for all subsequent Dräger projects.
A design system only becomes one once others can work with it. Our guidelines capture every parameter for development and use, and every graphic exists as an open file with individual exports. In a joint on-site workshop, we enabled Dräger’s design team to use the system independently.
The same principle drives our most recent work: for the AI-generated Service Heroes, we didn’t just design characters — we delivered a Canva template with instructions, so employees can create their own social media posts.
Today, the system comprises more than 800 assets, in use across more than 50 markets. The effort required for new graphics has dropped by around 45 percent as a result.
More than twenty projects later, a pattern has emerged: we build systems that others can keep working with.
More Dräger Cases
The Dräger illustration style in physical space — large-format wall design at headquarters
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