During my employment as an Art Director at Strichpunkt Design, I was responsible for the development of the new brand worlds of the German Football Association / Deutscher Fussball Bund . Along with the raise of the overaching brand strategy, a big exciting part for me had been the execution of the digital design ecosystem.

For more insights, please have a deeper look at Strichpunkts Case Study

Strichpunkt Design
Employed Art Director
2017–2020

From XS to XXXL:
consistent and scalable to every touchpoint

Our goal was to establish a design system that is able to cope with the diversity of football itself; enabling strong and independent sub-brands with a high number of different touchpoints.

Digital Design System

DFB-UI: A modular components library

In order to continue the flexibility of the modular brand system the fields of digital, we at Strichpunkt designed a brand-spanning system that can be changed at a central point and is documented by an authoritative and always up-to-date source - the DFB brand portal.

DFB Digital Design System

"All combined in one large interconnected system, arching over all brands"

The DFB UI-Kit

User Interface Components

DFB UI-Kit (DFB Dachmarke)

Darkmode-Ready

Digital Design System

Look and Feel

How do you transport the dynamics of football into the digital spaces of the German Football Association? How can the applications of the individual sub-brands feel independent and yet related?

The DFB Brand Portal

One single source
of truth

A central place for all brand topics offers home to every subbrand, creates understanding for the corporate design and its values through inspiring examples and stays intuitively accessible from every touchpoint. (Credit: Strichpunkt Design)