A new brand for a new era.
From Deutsche Bank’s asset management division through the 2018 IPO to today, we have supported DWS as Lead Brand Advisor throughout its continuous transformation — from an internal unit to an independent, global brand. Fewer rules, more room to create. Powered by AI workflows for more efficient creative production.
Brand Values. Global Impact.
The core values define the foundation of the DWS brand and form the framework for a consistent global brand perception. From these values, we derived clearly differentiated core messages that shape all communication:
Client Commitment: Trust as the highest asset
Entrepreneurial Spirit: Driving change and challenging the status quo
Sustainable Action: ESG not as a trend, but as a responsibility
Wertebasierte Markenführung
We developed a values-driven brand strategy for DWS — from a clearly defined brand core and the derivation of key messages to the establishment of a globally consistent brand framework. Strategy, positioning, and messaging interlock seamlessly, creating orientation, trust, and a strong brand identity across all markets.
The new branding gives the brand room to breathe. We simplified logo variants, introduced a vibrant color system, and developed a custom corporate typeface. A modular design system enables creative freedom without sacrificing consistency.
Fewer rules. More freedom. Maximum recognition.
The new design is clear and distinctive. It works just as well in annual reports as on social media, at investor conferences as in internal communications. With a digital brand portal, we ensured that teams around the world can use the brand correctly and creatively — without constant approval loops.
The new design is clear and distinctive. It works just as well in annual reports as on social media, at investor conferences as in internal communications. With a digital brand portal, we ensured that teams around the world can use the brand correctly and creatively — without constant approval loops.
