Branding

Explanation

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A logo alone does not make a brand. Visual identity is undoubtedly an important aspect, but corporate design is only part of the comprehensive corporate identity.

A company is the result of the ambitions of one or more people who want to offer a product or service. That idea creates a promise, and that promise forms the basis for the brand. This brand tells an ongoing story that continues with every interaction — whether by customers, partners, or employees.

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Approach

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Strategy:

Whether I'm developing a new brand for a start-up, modernizing a traditional brand or harmonizing a global corporate brand, it all starts with a clear vision: Where should the brand lead and why? In order to formulate an effective strategy that achieves this goal, it is crucial to include various perspectives. This includes the views of founders, managers, employees, customers, and partners. In a participatory process, I sharpen this goal in order to develop a well-founded and implementable strategy.

Story:

In order to align all stakeholders with a common goal, a clear story is needed — a common narrative that describes the target image and outlines the way to achieve it. On a higher level, this is the brand story that runs through all areas of the company. In my experience, projects such as campaigns, transformations or new developments are particularly successful when they have their own narrative derived from the brand story.

Nothing conveys a project, both internally and externally, as succinctly and memorably as a well-told story.

Design:

Corporate design plays a central role in the perception of a brand, but it goes far beyond the logo. It includes the careful optimization of the digital application of typography, colors, image style, tonality, and interactions.
This also includes service design and the development of new products and offerings that are deeply rooted in the brand identity. Every visual and functional design should not only strengthen the brand, but should also consistently support its story at all levels.

In my career so far, I've had the privilege of working with outstanding designers, both leading internal teams and building external teams of experts. This experience has enabled me to develop a deep understanding of the transformative power of design and to use it in a targeted manner to make brand identities vivid and sustainable.

Management:

My experience has shown that managing brands is often a complex challenge. Whether it's ensuring a consistent brand image in a global conglomerate with a diverse infrastructure ranging from apps to aircraft in over 220 countries and regions, promoting innovations within the umbrella organization of German soccer, or translating a founder's gut feeling into a precise briefing — the decisive element is always the same:
A central location where everyone who works with the brand can access content and assets.
This platform must be designed in such a way that it enables users to work independently and efficiently with the brand.

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