New digital design system for BVG

Strichpunkt & IBM iX

The collaboration between BVG and the two agencies will create an improved user experience that will cover all digital touchpoints of Berlin's public transportation system.

PRESS RELEASE Berlin, December 7, 2023: Berliner Verkehrsbetriebe (BVG) has relied on the combined expertise of design and branding agency Strichpunkt and experience agency IBM iX to implement a new digital design system. The collaboration will redesign all digital touchpoints in terms of both visual design and experience, creating an optimized, coherent user experience. This gives BVG an asset that enables it to implement new digital products more quickly at the frontend through standardization.

The creative experts at Strichpunkt translated BVG's visual language into the digital world and provided guidelines, Figma libraries for components and the foundation for design tokens. The result is a standardized and dynamic visual communication that is accessible across all platforms. The IBM iX team contributed its expertise in digital experience design and delivery and advised with its many years of experience in product design at Using agile implementation, it delivered the architecture of the design system and developed robust React components.

"The combination of brand strategy and digital transformation can lead to impressive results: In an agile setup, we as the joint team of BVG, Strichpunkt and ourselves are implementing a design system that will lead the BVG brand into a new digital age and at the same time enable BVG to implement new digital products more efficiently in the future," says Daniel Knoll, Design Director of IBM iX Berlin. "In this way, we are creating a higher standard in digital experience and front-end implementation - and not just on the web, but on all platforms."

"The roadmap ensures that an iterative approach is pursued, with a particular focus on components and functions that offer the highest added value to BVG's stakeholders," says Romina Fuchs, Creative Director of Strichpunkt Design. "Through the valuable collaboration with IBM iX, we have created a system for BVG that simplifies processes and enables a holistic brand experience. We are very proud to be part of BVG's transformative journey."

Future developments of the collaboration between Strichpunkt and IBM iX for BVG can be found here.

Digitales Design System

Digitales Design System

About STRICHPUNKT With 140 employees, Strichpunkt is one of the leading design and branding agencies in the DACH region. Founded in 1996, the specialists for brand, experience, culture and business design work from Stuttgart and Berlin for clients such as Audi, Deutsche Bahn, Deutsche Post DHL Group, Otto Group, Porsche, Schwäbisch Hall and Trumpf. More at:

About IBM iX With 50 studios worldwide, IBM iX is one of the largest providers of digital experience services in the world. As part of IBM Consulting, the consulting and services unit of IBM, IBM iX is a consultancy, digital agency, design studio and tech company all in one. At the intersection of strategy, design and technology, the teams support organizations, companies and brands in their digital transformation. They design digital experiences that put people at the center - based on IBM technologies and in collaboration with leading technology partners such as Adobe, Salesforce and SAP CX. Further information can be found at: