Valuable insights that inspire your brand programme
Previous clients and employers include: Airbus Group, AMD Academy of Fashion & Design, ARD German Television (public broadcasters including WDR and BR), Bauhaus University Weimar, BDA Creative, BMG Music, BMW, Daimler, DMC Group, DTV Book House, Dumont Book House, Eyes & Ears of Europe, Fresenius Medical Care, KMS Team, Lambie-Nairn, The Linde Group, Lufthansa, MAN, Martin et Karczinski, MTV Networks, Nürnberger Versicherung, o2, ProSiebenSat.1, The School of Life, Sonos, Steelcase, Telefónica, VIVA Television, ZDF, ZEISS.
CHANGE BY EVOLUTION - LUFTHANSA REBRAND
In developing the new look and feel for Lufthansa, Martin et Karczinski, Lufthansa’s brand lead agency, sharpened the brand’s holistic and functional design. The goal: to highlight the clarity and precision that have been the hallmarks of Germany's iconic airline brand in the spirit of their newly defined premium aspirations. As client service director, I managed the entire process – ranging from the initial strategy and design developments through to the final board decision to launch and implement Lufthansa's refreshed corporate identity.
THE TIME IS NOW – THE DAIMLER AND BMW JOINT VENTURE BRAND
If two of the world's leading premium carmakers decide to join forces, you know they’ve got an ambitious goal: nothing less than shaping the future of mobility. The joint venture encompassing the entirety of Daimler's and BMW's mobility services portfolios called for a clear, forward-looking positioning and identity. As client service lead at Martin et Karczinski, I had the opportunity to support project teams from both companies in the organisational process – from strategic positioning through to naming, the development of the visual brand identity and the design of the launch microsite.
ONE NAME, ONE VISION - AIRBUS GROUP REBRAND
When leadership at European aerospace giant, EADS, realised that its Airbus brand had greater public awareness than its corporate brand, EADS approached long-time branding agency partner, Lambie-Nairn Munich, in 2013 to support them in their rebranding as “Airbus Group”. As client director, I managed the Airbus Group brand development and implementation, which marks the corporation’s most significant shakeup to date – uniting all its activities under one single brand and renaming two of its divisions.
FROM AGENCY TO IN-HOUSE OPERATIONS - LINDE CREATIVE SERVICES
From delivering the concept for a trade show booth in Singapore to the design review of annual reports in India or the digital templating of key assets, Linde's brand operations team, Linde Creative Services, covers a wide array of deliverables. We accompanied the Linde team from start to finish to support its plan for transforming the creative services unit from agency operations at the Peter Schmidt Group to an in-house brand implementation team. My task was to help drive this transition process effectively.
TELLING BRAND STORIES - DESIGN JOURNALISM
With a strong editorial background and passion for motion graphics, media architecture and content marketing, I have contributed to some of Germany's leading design magazines, including PAGE and Weave. Have a read of my Universal Everything portrait and Matt Pyke's vision of remote co-creation in design and branding practices (in German).
I WANT MY MTV - VIVA TELEVISION
Playing in a teenage indie rock band fuelled my dreams about meeting my music idols. As an editorial trainee and Adolf Grimme Academy scholar at VIVA Television, Germany's counterpart to MTV, I had the opportunity to meet and interview some of my musical heroes like Oasis, Blur, Radiohead, The Charlatans, Nick Cave, Can and Kraftwerk. This experience taught me the skill set key to my work in training and mentoring MTV Central Europe's junior editors in London, Munich and Berlin. Have a look at this studio session with Blur I directed for VIVA Television at Matrix Studios in London.
NEW MEDIA IN FILM - BACKUP FESTIVAL WEIMAR
Together with a group of cinephile Weimar students, I founded and directed »backup.clipaward«, a national award in Germany for progressive music videos launched in 2001. Only two years later, the »backup_festival. new media in film« was awarded with PricewaterhouseCoopers‘ Future Award for Youth Culture, presented by Germany's then-federal president, Johannes Rau. Today, the festival is an intrinsic part of Bauhaus University's media faculty programme and an acclaimed platform and showcase for experimental student film works.