Case Study

Deutsche Telekom

We built a central brand approval platform for Deutsche Telekom, giving national subsidiaries and agency partners one place to submit, review, and approve marketing materials. Fast.

The Challenge

Deutsche Telekom is one of the world’s leading telecommunications companies, operating across Europe and the United States. Dozens of national subsidiaries develop their own campaigns, each working with external agency partners.

  • Revenue: €96.5 billion (2024)
  • Employees: ~200,000 people
  • Value: Germanys most valuable brand

The Company

Maintaining brand consistency across that many contributors was becoming a bottleneck. There was no AI supported review process, and manual workflows slowed down campaigns.

  • Consistency: Reviews varied in thoroughness and interpretation
  • Speed: Approval bottlenecks complicated campaigns and product launches
  • Visibility: Limited traceability across submissions, reviews, and decisions

What We've Built

We developed a one-stop approval platform where subsidiaries upload marketing concepts and assets for review by Telekom’s global brand design and communications experts.

Collaborative Workflow

The platform connects authors and approval managers through a structured workflow. AI-driven processes support consistent, efficient evaluation.

Actionable Feedback

Non-compliant elements are flagged with specific guidance on what to fix, reducing back-and-forth review cycles.

Team-Based Project Work

Built-in tools enable cross-functional collaboration between local marketing teams and central brand experts.

Creative Library

A searchable library of approved materials gives teams access to compliant assets and reference examples, reducing duplicate work.

Audit Trail

Every submission, review, and decision is logged. The brand team can generate compliance reports at any time.

Magenta Colorfix

An AI-powered color correction tool that automatically transforms magenta-like colors in images into the exact Telekom Magenta.

Technology Used

  • AI-driven image and document analysis for brand guideline compliance
  • Collaborative approval workflow engine connecting authors and reviewers
  • Searchable library for approved creative materials
  • Monitoring dashboard for pipeline and compliance rates
  • Deployed on Deutsche Telekom’s own Cloud

Results

  • Unified process: one platform for all markets and partners
  • Faster approvals: structured workflows reduce review cycle times
  • Consistent standards: AI-supported checks apply the same rules every time
  • Less manual work: brand team focuses on strategy, not routine reviews
  • Full traceability: complete audit trail for every submission
  • Scalable: handles growing volumes without additional reviewers

What We Learned

  • Brand guidelines are nuanced, and encoding them requires close collaboration with domain experts
  • A single platform for all markets creates consistency that fragmented tools cannot match
  • Designers need to know what to fix, not just that something failed
  • A shared library of approved work compounds value over time as teams learn from each other
  • Gradual rollout builds adoption: start with the clearest rules, expand over time

Contact

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