The design must trans­late the company’s strat­e­gy and be assem­bled into a suit­able char­ac­ter set for the con­sumer or user. For me, this also makes design an instru­ment for successful brand management — not design as an end in itself.

We there­fore use the strat­e­gy for every task we are given and match it with the cur­rent status of the brand. Where does the brand stand in com­par­i­son to the strat­e­gy and where are the gaps that must either be filled, changed, rethought or reducedWe base our strat­e­gy on the status quo and derive rec­om­men­da­tions for action, which then always form a won­der­ful basis for intel­li­gent brand devel­opment.