ZEISS Group has locations in over 50 countries and a team of around 30,000 employees. When it comes to strategy, the group emphasizes the importance of consistent brand management and a corporate design that supports a uniform brand experience. A decisive factor to ensure this: A user-friendly digital brand portal available to users around the world, which compiles all content on the brand in one central location for employees and external user groups. The brand portal simultaneously provides instruction, inspiration and a platform for service. 

Together with ZEISS, we reviewed existing corporate design guidelines to restructure them in line with the new specifications of digitalization and simplicity, and translated these into logical navigation structures. One key aspect in designing the individual guidelines was how we relayed information – from providing quick access to detailed applications. Examples of the latest projects bring the content to life, showing a variety of actual brand applications and their many facets. 

Involved areas of expertise


  • Corporate design guidelines
  • Online design manual
  • Brand portal






Brand Portal



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Our starting point for the new Audi corporate design was to take a truly holistic approach to creating design principles for analogue and digital applications. Our goal was to replace the complex system of CI rules with dynamic principles – allowing the brand to communicate quickly, flexibly and creatively with people across all touch points in the age of digital transformation.

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