Deutsche Bahn allocates its CD / CI budget to the Peter Schmidt Group
The Peter Schmidt Group is now the new corporate design agency of Deutsche Bahn (DB). Following a European wide tender where the agency was up against many well-known competitors from across the industry, as of October 2017 the Peter Schmidt Group will fully support Deutsche Bahn in the further development of its brand appearance. Additionally, alongside developing the brand’s corporate design this new partnership also embraces a further enhancement of Deutsche Bahn’s digital services as in both specialised fields the Peter Schmidt Group convinced this iconic German company with its brand and design expertise.
"We are very pleased to have the opportunity of accompanying Deutsche Bahn as it explores mobility concepts for the future," said Lukas Cottrell, Managing Director of the Peter Schmidt Group. Adding that "This is not only about brand management, but also providing a simple and consistent user experience across all touchpoints as Deutsche Bahn's brand portfolio now includes a large number of mobile Apps and services that are fully networked to one another to provide a comprehensive railway offer." Deutsche Bahn's decision to place its digital services and corporate design development in the hands of the Peter Schmidt Group is a testament to the agency's proven holistic consulting approach that delivers consistent branding.
"With the Peter Schmidt Group we have found both an experienced and competent partner and especially within the field digital design. Together we would like to give DB a more human face alongside making our design more consistent and flexible," commented Dr. Bastian Grunberg, Head of Brand Management and Content Control at Deutsche Bahn.
Simplicity and flexibility combined with the highest degree of recognition are the primary challenges of branding in today’s digital age and for Deutsche Bahn the Peter Schmidt Group has developed an approach born out of digital applications that equally transfers to analogue settings. This transfer of elements is media-friendly and corresponds to the character of Deutsche Bahn as a mobility service provider. The creative route was developed at the Peter Schmidt Group’s Frankfurt and Hamburg locations and Felix Damerius, Creative Director, and Kristin Janoschka, Consulting Director, are jointly responsible for the project.
The Peter Schmidt Group is currently Germany's highest earning brand and design agency and a part of the BBDO Group Germany. Close to 220 employees work at the agency’s Hamburg, Frankfurt, Düsseldorf, Munich and Tokyo locations for customers such as Henkel, REWE, Hilti and DZ BANK. The agency has worked closely with Linde for more than ten years whilst its relationship with Postbank has been running for almost twenty years.