Work

From a follower plateau to a funded concept

The client, a career changer, had started his Instagram presence by copying other creators and hit a plateau at 12,000 followers: reach yes, effect no. The problem was not the posting rhythm but the fact that the brand had nothing of its own to say.

I started with an audience and market analysis, derived a redesign of the corporate identity from it and restructured the website. On that basis came a complete investor pitch: positioning, the numbers, visual language and narrative in one document the client can present himself.

Content metrics picked up, engagement rate and reel views noticeably. What mattered most was the pitch: to date it has brought in 120,000 euros of investment.

German launch of a regulated brand

As creative strategist I supported the German launch of RELEAF, a brand for medical cannabis. A field where advertising is tightly regulated and any exaggeration becomes a problem: the communication has to build trust without promising cures.

The result was a growth strategy, a launch campaign and a social media series from teaser to brand message. The visual language is deliberately calm and clinically clean so the brand is taken seriously in a medical context instead of ending up in the lifestyle corner.

One brand out of two competitors

The merger of Deppe and Stücke, the two leading agricultural businesses in central Germany, was a consulting challenge on every level: two established customer bases, two self-images, one shared future.

Together with NewFaceMedia I developed the brand strategy for the merged company and ran the first online campaigns after the merger. The comic style was a deliberate move away from the catalogue aesthetics of the industry: lawnmowers and robotic mowers staged as products worth talking about.

Trust you can see

Care services do not compete on price, they compete on trust. That is exactly what the old identity failed to convey: inconsistent, dated, barely usable on a phone, even though relatives search almost exclusively on mobile.

The design relaunch brings the identity to a clear, contemporary state and holds it together: logo in positive and negative, fixed colour and type rules, a CD manual external partners can follow too. Mobile presentation became the main concern rather than an afterthought.

Websites that do more than look good

After around 100 websites, landing pages and relaunches, UX and UI design matter to me as much as functionality. A layout succeeds when it lifts engagement and conversion rates, generates leads and carries the customer journey, not when it looks good in a portfolio.

HTML, WordPress, TYPO3, ERP systems and the common e-commerce and CRM platforms are familiar ground. That way I do not design anything nobody can build or maintain afterwards: the design is created with the editorial team and the data source in mind.