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For more than 25 years, Deg has stood for project controls. With expertise in project management, risk management, and planning management, the firm grew into a trusted name in the sector. In 2017, a new chapter began. Under the leadership of Afshin Khaknegar, Deg embraced a fresh vision: project controls not just as technical expertise, but as a human profession. With passion in what you do, relationships at the core, transparency as a principle, and people at the center. That approach paid off. In the years that followed, organizations such as ProRail, Oracle, and the Port of Rotterdam chose to work with Deg. The company grew rapidly, driven by success in contracting, consultancy, and recruitment.
But growth brings new questions. How do you show the outside world what is felt so strongly inside? How do you make Deg’s human approach tangible for employees, clients, and partners? In a market where most firms emphasize what they do or lean on clichés, Deg sought a story of its own. The answer was Deg 2.0: a brand not defined by services alone, but by the experience people have when working with Deg. A brand that creates recognition internally and sparks curiosity externally. Ready to grow in the years ahead, without losing the human touch that makes Deg unique.
We started by diving into existing documentation and mapping the market and competitors. Where do others position themselves? Which claims are already taken, and which words ring hollow? This showed us the space to position Deg’s story as unique and authentic. At the same time, we spoke with employees and clients. The same theme kept coming back: working with Deg feels like coming home.
Together with Deg, we went back to understanding the core: why do people like working here, and why do clients choose this firm? The answer was not in a new logo or a different color palette, but in how Deg operates every day. People feel seen. Consultants take the time to truly understand what’s going on in a project. And clients know they can rely on both expertise and honesty. Sounds simple, but the feeling and experience were much more intense. That feeling became the foundation of Deg’s new story: a firm that feels like coming home. Not in the standard sense of “cosy,” but in the deeper sense of being familiar, reliable, and human. A place where specialists can practice their profession while being themselves. And where clients don’t just get a solution, but a consultant who stands beside them and fits their way of working and their culture. Because especially in projects that struggle, Deg is at home in project control.
To make sure this story held up, we tested it with different groups: trainees, consultants, managers, and clients. The feedback brought useful insights and refinements, but the answer was clear: this is Deg. It didn’t feel like marketing, but like a recognizable translation of the day-to-day experience.
We developed an identity that feels like a modern living room, bringing the idea of “coming home” at Deg to life visually. Warm and inviting, yet professional and clear. Each department was given its own chair and color, a symbol of recognition and an open invitation to sit down. To share your question, your challenge, or simply to have a conversation. The design system combines warm base tones with bright accents. Typography is friendly but firm, so messages come across with clarity. And the tone of voice consistently says the same thing: welcome home. With photography and illustrations, we emphasized the human element: real people, real settings, familiar moments. The result is a brand system that is easy to use, responsive across scales, and rich enough to grow with Deg.
In 2025, Deg’s new identity went live with a new website, a brandbook, and a full set of tools for both online and offline use. From social media and print templates to office signage and signatures. Everything aligned with the new story, making Deg a brand experienced not only externally, but internally as well.
With Deg 2.0, the firm now has a brand that makes “coming home” tangible. For clients, it means working with consultants who not only fit their teams, but also add visible value through both expertise and character. For employees, it means a place where you can be yourself, develop further, and feel truly connected. The first results are clear: a consistent visual identity, a brand story that resonates, and an organization that communicates with pride and recognition. This translates into a stronger employer brand, greater attraction in the market, and more trust among existing clients. And this is just the beginning. Together, we’ll continue to build with Deg: keeping the brand sharp, exploring new channels, and always holding on to that one feeling that makes Deg unique:
