Brand Systems
My approach starts from foundational logic: structure, consistency, governance, and long-term adaptability.

DeepL
DeepL Foundation
PAFnow
    PAFnow
    Process Analytics Factory     No design team, no agency, no existing system. Just a growing B2B tech company that needed everything built from zero — and one designer to do it.
    What that constraint taught me was more valuable than any brief: how to operate under real conditions, where timelines, limitations, and shifting priorities shape the work as much as the original idea.

    What I delivered, end-to-end:
    — Complete brand identity and guidelines
    — 4 sub-brand products
    — 50+ marketing collaterals: sales decks, one-pagers
    — Swag and merch design
    — 10 video storyboards

    All owned and executed solo, before AI workflows existed.
    My role: Sole designer for 2.5 years — responsible for every visual touchpoint across the company.

    ✦ SKILLS: SYSTEMS THINKING · BRAND STRATEGY · PRINT PRODUCTION · END-TO-END OWNERSHIP
    ✦ TOOLS: ADOBE CREATIVE SUITE, MICROSOFT SUITE
    ✦ TEAM: KATRIN DULLMAIER (MARKETING LEAD)
    ✦ LINK: PAFNOW YOUTUBE CHANNEL
     

    Design principles for the AI era
    Every system in this portfolio is one I can defend not just aesthetically, but conceptually, with clarity in the thinking behind each decision.
    That foundation is what makes AI useful rather than dangerous. I combine deep design judgment and systems thinking with AI-assisted workflows that accelerate exploration and execution. The tools change. The thinking doesn't.
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    Selected work