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Client

Dräger

Topic

Brand Strategy & Audience Work

Personas
Brand strategy
Needs Analysis

Personas 2.0

Target Groups That Guide Decisions — Not Taste

Dräger aligns communication, products, and messaging with clearly defined target groups. We reworked the existing personas and put them on a robust, strategic foundation — comprehensible for everyone in the company who works with them.

 

Task

The existing personas had grown over the years but were never systematically refined. Decisions in marketing and product communication relied on gut feeling rather than clearly substantiated target group profiles.

Solution

We rebuilt Personas 2.0 from existing data, interviews, and market experience — with clear needs, decision criteria, and communication triggers for each target group. The result is a set of personas that actually serves as a decision-making basis in everyday practice.

Services

Brand Strategy, Target Group Analysis, Persona Development, Workshop Facilitation

 

Instead of superficial target-group clichés, the new personas provide a solid foundation: What drives this target group, what questions does it ask, what does it respond to? This turns personas from a nice-to-have into a working tool that teams across departments use together.

Dräger persona templates

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From digital illustration system to printed sustainability brochure

Kachel Dräger Service Heroes: Messeankündigung mit KI-Avatar eines Dräger-Servicetechnikers neben der illustrierten Vorgängerfassung

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An AI-powered avatar as a digital brand ambassador — customizable for each region

Kachel Illustrationssystem: aufgefächerte Styleguide-Seiten mit der Übersicht der Dräger-Illustrationsarten und ein Raster weiterer Anwendungsbeispiele

Illustration system

A modular illustration system for every use case — consistent and scalable

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Great ideas start with a conversation.

Katrin Kolossa, Managing Director of Sapera Studios
Katrin Kolossa
Managing Director

Whether strategy, campaign, or digital product – if you want to communicate complex topics clearly, we look forward to the conversation.

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Sapera Studios ist eine Strategie- und Kommunikationsberatung für komplexe Themen in Berlin. Von der Strategie bis zur Umsetzung.

Storytelling, Narrative und Strategie · Faktencheck · Designsysteme · Beteiligung und Befähigung · Change Management und Prozessbegleitung

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