Creative Excellence. Impressive Simplicity.

Around two years ago the Deutsche Post DHL Group chose STRICHPUNKT as its agency partner for the DHL brand in the areas of brand management and visual identity. The launch of the freely accessible DPDHL Group Brand Hub and its integrated AI-supported Layout Creator is now making it possible to see how global brand management works in the digital age.

An intelligent, intuitive brand management system has been created with the aim of improving the brand performance of one of the world’s most valuable brands.

The result is quality and efficiency. But also independence from agencies. “The Layout Creator enables employees to design media themselves, produces results that are always on brand and makes us more effective. This is not only fun, but will also save time and money.” Arjan Sissing, Senior Vice President of Group Brand Marketing, Deutsche Post DHL Group.

The focus of the collaboration was on making it easier to work with the brand. To simplify the existing DHL brand design, we started our thought process in the digital arena and then developed a modular, seamlessly scalable design system on this basis. The DPDHL Group Brand Hub is now the digital home for efficient brand management. It inspires its users with easily comprehensible design guides and lots of interactive examples, and provides users around the world with everything they need for their day-to-day work, from the logo to the digital component. The brand personality was translated into new, more emotional imagery and a dedicated corporate typeface called “Delivery” was developed with Dalton Maag. DHL and DPDHL Group are now based on one brand design system. This represents a practical, state-of-the-art development with more flexibility and therefore more scope for creativity.

The future of global brand management starts here.