Peter Pfeiffer has more than 40 years of professional experience in design and is the CEO of pfeiffer design group, an agency or corporate identity, design and brand strategy. Before the founding of the agency Mr. Pfeiffer has been in authority concerning all design activities of the brands Mercedes-Benz, Smart and Maybach as the Senior Vice President of Daimler AG. Apart from all of today's existing vehicle categories, also the current brand image has emerged under his direction.

Peter Pfeiffer regularly holds lectures in the field of design, has a professorship at the University of Budapest and is the President of the German Design Council.

Andrej Kupetz (*1968) has been General Manager of the Rat für Formgebung/German Design Council in Frankfurt/ Main since 1999. He studied industrial design, philosophy and product marketing in Berlin, London and Paris. In 1997, after various positions in design management and university liaison, Andrej Kupetz joined German Railways (Deutschen Bahn AG) where he was responsible for brand management in the DB Group and for the implementation of various corporate-design processes. Kupetz is member of the advisory board of the Design Management Institute Bosten. Since 2011 Kupetz has been a member of the higher education council of the Hochschule für Gestaltung Offenbach/Main. That same year the European Commission appointed him to the European Design Leadership Board. Kupetz is married and has three sons.