A dynamic brand system for the DLRG-Jugend

Design Ops

After about 15 years of stagnation, I got the chance to lead the revamp of the brand design language of the DLRG-Jugend. As Deputy Federal Chairman I directed a cross-functional team of about 30 over two years in the creation and implementation of a design system that fits the needs of the organization.

More than 360.000 young people in about 2.000 independent branches needed to be empowered to adopt and utilize the design — regardless of the structural levels involved and the experiences, resources, and abilities available. This wasn’t a mere aesthetics mission; it was and is an endeavor of Design Ops.

Result

We divided the final design language into two parts and established a centralized platform that serves as a hub for all design-related questions and resources.

Design Framework — The Mandatory

Defines the core elements of the DLRG-Jugend’s visual identity. Serves as a baseline for all design-related work and ensures that the organization’s visual identity is as recognizable and consistent as possible while maintaining enough freedom for all the different needs in the organization.

Design Guide — The Suggestion

In addition, there is a suggested design language that offers a common direction and supports it with resources e.g. inspirational material and templates. It is designed to help create visually appealing and effective materials, no matter what skills and resources are available, and still leave room for maneuvering for the diverse requirements and applications in the organization.

Impact

The result has been overwhelmingly well received and has unexpectedly quickly taken root in the organization. Its adoption not only enhanced our shared visual identity but also fostered our culture and brought the organization closer together. While quantifiable figures are sometimes hard to grab in our structure, one telling KPI is that roughly 20% of all visits to the federal website lead to the design platform.

And the organization uses the components of the new language as intended: some are closer to what we offer, and some take more freedom.

And with that, it does completely what it was designed to do: to empower everyone inside the DLRG-Jugend to identify with and express themself as a part of the organization — with their resources and opportunities while having space to stay true to themselves and learn in the process.

Felix Kalkuhl © 2025 — Imprint (German)