Audi – Brand Campaign

"Future is an attitude" Transforming brand strategy into a powerful narrative.

Audi – Audi etron GT

Releasing an icon into the future of electric mobility.


When life itself is the best source of inspiration.

Andreas Baetzgen "Brand Planning"

Contributing a chapter to the reincarnation of a German classic in brand planning literature.

Lufthansa Technik

Turning the love for flying, into a purpose, that is moving the world.

McDonald's – McCafé

Sometimes in life, all it takes is just a good cup of coffee.


"Jeden Tag einmalig." – Putting a 300 year old commitment into the center of the brand.

Trax Associates

Editing the first in-depth 'blackbook' on branding in emerging markets.

Porsche Design

Revitalizing a legacy of engineered passion for design, functionality and performance.

Aigner Parfums

Infusing an iconic brand with the scent of modern hedonism made in Munich.

Strategy Work

Daniel Neye