Approach / Field Grey’s task was to deliver guidelines across all areas of Deutsche Telekom that both emphasised the importance of the brand’s position and offered practical guidance on how to create a uniform solution from scratch.
Key to the guidelines’ direction was the concept that this was no longer corporate wear or uniform, but Branded Fashion.
The guidelines covered three key areas: the Business line, the Service line and the Event line. Each of these three lines had very different demands, both on the garments selected and the approach to brand positioning.
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