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A brand like Hamburger Hochbahn AG (HOCHBAHN) is more than just a service provider; it is an integral part of public life. Since March 2025, Strichpunkt has been working with HOCHBAHN as its lead agency. Together, we haven’t reinvented its brand identity, but rather adapted it for the future. The goal: a modular, highly flexible design system that preserves the familiar identity while creating new visual possibilities.

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We are continuing to expand our portfolio in the B2B sector and translated the strategic repositioning of PALFINGER as a global manufacturer and supplier of innovative crane and lifting solutions into a new brand identity. We also provided support with the concept for the international implementation and activation of the brand within the organization.

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The design and branding agency was commissioned to further develop the brand design of the CEWE umbrella brand. The aim of the collaboration is to make the strong brand identity more concise and consistent in all markets, with a focus on digital, moving, and mobile channels.

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The new brand identity is intended to help make the association's diverse tasks and content more visible. To achieve this, Strichpunkt and the DFB rely on a flexible design system that brings the DFB's achievements and responsibility to life, both on and off the pitch. At the core are a revised logo, a resulting Supersign, a new color palette, and a fully variable font – all brand-defining assets for the DFB's broad and dedicated work.

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Today, brand management is much more than just new designs, eye-catching campaigns, or a fancy AI pilot project. All these measures will have little impact if the organization behind them remains stuck in the past. However, many marketing departments still work with outdated structures, processes, and tools—which is like running your computers on an ancient operating system and wondering why the latest apps constantly crash on them.

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The design and branding agency will continue to be responsible for further developing BVG's brand identity. The roadmap for the next two years also includes the consistent further development of the corporate design and design system.

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MAN Energy Solutions becomes Everllence - with support from Strichpunkt. The company, which is more than 260 years old, is thus embarking on a new and exciting chapter. Martin Stich-Kluge, Senior Brand Manager at the technology leader, explains the background.

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Strichpunkt accompanies re-branding with new brand identity. As part of the rebranding of MAN Energy Solutions to Everllence, the design and branding agency Strichpunkt developed a comprehensive brand identity including strategy, brand architecture and corporate design for the provider of propulsion, decarbonisation and efficiency solutions for shipping, the energy sector and industry.

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