Brand Infrastructure
Scout24
Giving every market a way to work with the brand.
Across the group, licensees and Switzerland
From searching for assets on servers without a DAM to a shared Frontify portal. The March 2021 update reported average asset download times of approx. 1–3 minutes.
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A screen recording tours Scout24’s Frontify portal, moving from the branded home page through brand-design and motion guidance to COSMA product-design resources. It shows design-kit and component guidance before opening the Media Library, where teams can find logos, photography and other brand files.
Animated slides introduce the Scout24 family brand and product and service identities, then demonstrate the ImmoScout24 wordmark. Stacked and horizontal versions, a Gewerbe descriptor and a partner lockup appear with construction grids and spacing guides, explaining how the marks are arranged and kept clear of surrounding content.
A presentation introduces illustrations as a way to simplify complex ideas, showing their use in a mobile interface and a large outdoor campaign poster. The sequence then moves into a consistent outlined icon family, including homes, a calendar, a key, a chair, buildings and a euro symbol.
Why Scout24 needed shared brand infrastructure
There was no DAM. Teams searched for assets on servers, while the new Scout24 identity needed to work across the group, its licensees and the Swiss group. The group needed a shared place for the brand and a practical way for people to find and use it.
“Kerstin is a dedicated leader who consistently goes above and beyond. She translates strategy into action, aligning it with business goals.”
Implementing Frontify across the group
As Creative Studio Lead and project owner for guidelines and asset management, Kerstin Ludwig selected Frontify for Scout24’s multi-brand portal and DAM and led its implementation. With Frontify as infrastructure partner, she developed the guidance, libraries, templates and workflows around it. The aim was to make the brand usable in daily work across organisational boundaries.
Asset organisation and findability
The team audited the imagery and refreshed the library, developed photography guidance and curated collections around the needs of individual journeys. Functional and expressive illustration, icons and highlighter assets became part of the same environment.
Search behaviour informed the organisation of the content. People were browsing with English tags, so a common English tagging logic was applied across photography, illustrations and icons. Approximately 1,900 illustration assets were tagged in the March 2021 update. Collections and use-case guidance helped people choose, as well as find.
Guidance connected to production tools
The portal brought together brand strategy, brand design, product design and the media library. Motion guidance, After Effects templates and Lottie assets connected expression to production. Design libraries and AEM workflows linked the brand environment to product and marketing delivery.
The team simplified and merged the guidelines, added explanatory animations and separated explanations from creation guidance. Training on strategy and architecture helped teams understand the decisions behind the assets. The system continued to evolve as workstreams and tools were brought together.
Faster asset access across markets and licensees
Scout24’s brand infrastructure scaled across the group, licensees and Scout24 Group Switzerland. Teams moved from searching servers to a common environment for assets, guidance and templates. The March 2021 report recorded average asset download times of approximately one to three minutes. Browsing behaviour helped refine search.
Frontify has since expanded into AI, with MCP access to brand guidelines, assets and metadata management. A common tagging structure and shared guidance make the foundation built at Scout24 useful for these newer workflows. The same organised brand knowledge can now provide context to connected AI tools.
Infrastructure partner Frontify
Capabilities
- DAM strategy and implementation
- Brand systems
- Metadata and asset findability
- Governance
- Enablement
- CMS and design-tool integration
