Public transport providers are in a race for talent. While startups show off with foosball tables and beanbags, DVB faced a different question: How do you turn 2,000 employees into authentic brand ambassadors? And how do you build an employer brand that doesn’t just sound good—but actually delivers? The mission was clear: co-create a brand that shines inside and out. No glossy façade. No empty slogans. Just real tram power. That meant diving headfirst into the complex inner workings of a public company and emerging with a brand that inspires everyone on board.

After winning the pitch, we kicked off the biggest co-creation project in our agency’s history. The mission: create a brand that brings together the knowledge of comms, HR, change management—and the entire DVB team. It started with deep-dive interviews by our sociologist Nora and a quantitative survey involving all 2,000 employees. From there, we co-created personas and a compelling Employer Value Proposition (EVP). Then came the design phase: posters, website, trade fair booth. Documentary-style photo shoots brought real-life energy. A bold new scenography for the career fair launch. All with one goal: authentic, emotional, fresh.

Co-creation in a public institution? Challenge accepted! With the right mindset, we navigated the complexity and tapped into real motivation. We ran workshops across departments, held brainstorms for campaign ideas, and brought a wide range of voices into one powerful EVP. Changing contact partners and long timelines were no problem. We stayed flexible and built a full word-image brand identity. From a new careers website and apprenticeship brochures to a rich and diverse visual world—everything was created together, and it shows.

The result was a completely new employer presence that turns heads—and shows DVB as a forward-looking, diverse employer with a heart. It offers real glimpses into the world of work at DVB, featuring employee stories and what drives them in their mission to keep Dresden moving. The new trade fair booth for the Karrierestart expo was a magnet for the next generation. Plus a fully overhauled careers website, integrated with the HR backend, along with a full CD manual and branded merch—from keychains to popcorn cups. Mission accomplished: an employer brand that delivers what it promises. 100% tram-powered passion.