Brand and strategy·Brand strategy · Creative direction · Berlin
Brand strategy and creative direction, then website and tools.
Brand strategy is the decision on what a company stands for, for whom, and what sets it apart from the others, before logo, website or campaign are made. I have done this work in Berlin for 15 years, for BMW, for my own businesses and for companies that then have me build their website, spaces and tools. Strategy first, then what people see.
Why strategy first.
Most websites, logos and campaigns do not fail on execution. They fail because nobody decided beforehand what the company claims. Then design follows taste and advertising follows fashion. A positioning in three sentences, in writing, prevents that. It is the basis for every page, every space and every text afterwards.
What I do differently from an agency.
I have run businesses myself. I built Honey Lou Bar in Berlin from an empty shell: brand, space, operations, website, numbers. I took WAYSA from positioning to 500 retail points. At BMW I directed brand experiences at CES and Art Basel. Strategy, design and implementation come from one person, and I know which of it brings revenue in the end.
Agencies deliver a presentation. I deliver a positioning document your team can use, and then build what it says.
Who it is for.
Owners and managing directors who reposition, rename, bring a project or a location to market, or need to become visible as an employer. I have proof in real estate, gastronomy, consumer goods and automotive. Berlin first, Germany and Europe on request.
Steps.
- 01
Positioning workshop
One to two days. Market, customers, competition, offer. Result: a positioning in three sentences, in writing.
- 02
Identity
Name, wordmark, imagery, tone. Only where the strategy demands it.
- 03
Implementation
Website, space, campaign, tools. From one person, at a fixed price.
Questions
- What does brand strategy cost?
- Positioning workshops in the German market sit at 1,740 to 3,800 euros, agency brand sprints at 12,000 to 30,000 euros, corporate design by freelancers at 4,000 to 8,000 euros. With me every step has a fixed price you know before the start.
- Do I need a new logo?
- Mostly not. Most companies need a clear statement and a website that carries it. Whether the mark stays is decided by the strategy, not by taste.
- Do you also do campaigns?
- Yes. Creative direction for campaigns, launches and experiences, 15 years for brands like BMW. Today mainly for companies whose strategy I wrote first.
- Is there funding?
- Positioning and business model are consulting topics BAFA subsidises until the end of 2026, in Berlin with 50 percent of up to 3,500 euros, if the consultant is listed. Whether that fits your project, we clarify in the first call.
Request a first call.
Write me in three sentences what your company does and what should change. You get an honest assessment of whether strategy is the issue.