ÖBB - Austrian Railways

celum DYNAMO facilitates the necessary flexibility to react on any situation with individual and professional print media

CI&M is the internal advertising agency of the ÖBB, responsible for corporate design, campaign management, and the various tasks of marketing. Every year, the team at CI&M oversees approximately 1,300 different print productions. The orders are placed by over thirty departments within the twelve independent divisions which make up corporate ÖBB. Coordination among so many different subsidiaries is a difficult task, and in the past, ÖBB lost any control they could have had over corporate identity. For example, with no one thinking of corporate design, even the simple process of ordering new business cards could take several days.

According to Roland Eisenbeutl, ‘’every process, from the creation of business cards and standards of correspondence to invitations, signs, and special notices, is beyond our control. That could only be changed by reducing the processing time and by simplifying the creation of templates.’’

With celum DYNAMO, ÖBB was able to strengthen and standardize its corporate identity through the creation of a brand portal, which automates the entire production of print materials. Using Adobe InDesign, designers can generate templates for layouts which they have created. Administrators can then define which text and graphic elements may be changed by employees, and finally, ÖBB employees access the brand portal through the Internet and can find the different templates available to them. The material in circulation will conform to corporate guidelines because only editable fields can be changed, providing a corporate standard. Once the customer has finished adapting the templates, a PDF is automatically created and can be sent to a commercial printing service immediately – everything becomes fully automated with celum DYNAMO.
Aside from a uniform corporate design, by looking at ÖBB, one can easily see the tremendous benefits gained when using celum DYNAMO. The simplification of the design and ordering processes provides significant savings of both time and money.

Roland Eisenbeutl is convinced that, “celum DYNAMO provides the necessary flexibility to react to any situation concerning individual and professional print media.’’ He is also proud of the fact that celum DYNAMO has once again, “brought design and data competence in-house,’’ instead of relying on external agencies.
 

A comprehensive transportation provider, ÖBB ensures the environmentally-friendly mobilization of people and freight throughout Austria. With approximately 45,000 employees and annual revenue of €5.7 billion, ÖBB is a driving economic force within the country, carrying over 435 million passengers and 120.3 million tons of cargo in 2009 alone. ÖBB's advertising agency, CI&M, employs nine full-time staff with an annual turnover of approximately €11 million.