ANGELCAB Branding & Print
Place
Year
Berlin
2019.08—2021.06
Role
Lead Designer / Brand & Visual Direction
About
As the sole in-house designer at ANGELCAB, I led the evolution of the brand's visual identity and communication system during a key period of growth.
The project marked the first major transformation of the brand's visual language, introducing a more mature, minimal and fashion-forward identity rooted in clarity, functionality and timeless aesthetics. Beyond a visual refresh, the work focused on building a more cohesive brand ecosystem across identity, editorial, photography direction, product communication and customer touchpoints.
The repositioning helped translate ANGELCAB's commitment to craftsmanship, sustainability and thoughtful design into a stronger and more emotionally engaging brand experience, establishing the foundations for the company's future communication across both physical and digital platforms.
As the sole in-house designer at ANGELCAB, I led the evolution of the brand's visual identity and communication system during a key period of growth.
The project marked the first major transformation of the brand's visual language, introducing a more mature, minimal and fashion-forward identity rooted in clarity, functionality and timeless aesthetics. Beyond a visual refresh, the work focused on building a more cohesive brand ecosystem across identity, editorial, photography direction, product communication and customer touchpoints.
The repositioning helped translate ANGELCAB's commitment to craftsmanship, sustainability and thoughtful design into a stronger and more emotionally engaging brand experience, establishing the foundations for the company's future communication across both physical and digital platforms.
The project marked the first major transformation of the brand's visual language, introducing a more mature, minimal and fashion-forward identity rooted in clarity, functionality and timeless aesthetics. Beyond a visual refresh, the work focused on building a more cohesive brand ecosystem across identity, editorial, photography direction, product communication and customer touchpoints.
The repositioning helped translate ANGELCAB's commitment to craftsmanship, sustainability and thoughtful design into a stronger and more emotionally engaging brand experience, establishing the foundations for the company's future communication across both physical and digital platforms.
Contributions
Led the evolution of ANGELCAB’s visual identity, developing a cohesive brand system across print, packaging, product communication and editorial touchpoints.
Developed brand architecture, naming and nomenclature systems (U—/A—/C— Series) to create a clearer and more considered product ecosystem.
Conceived and creatively directed the first edition of the brand magazine, A Place Where Life Grows, in collaboration with Martina Wichmann, translating the brand philosophy into an editorial format.
Directed product and lifestyle campaign shoots, helping establish a more mature, fashion-forward and emotionally coherent visual language.
Defined visual guidelines across photography, print design, packaging, product communication and retail materials to ensure consistency throughout the growing brand ecosystem.
Led the evolution of ANGELCAB’s visual identity, developing a cohesive brand system across print, packaging, product communication and editorial touchpoints.
Developed brand architecture, naming and nomenclature systems (U—/A—/C— Series) to create a clearer and more considered product ecosystem.
Conceived and creatively directed the first edition of the brand magazine, A Place Where Life Grows, in collaboration with Martina Wichmann, translating the brand philosophy into an editorial format.
Directed product and lifestyle campaign shoots, helping establish a more mature, fashion-forward and emotionally coherent visual language.
Defined visual guidelines across photography, print design, packaging, product communication and retail materials to ensure consistency throughout the growing brand ecosystem.
Developed brand architecture, naming and nomenclature systems (U—/A—/C— Series) to create a clearer and more considered product ecosystem.
Conceived and creatively directed the first edition of the brand magazine, A Place Where Life Grows, in collaboration with Martina Wichmann, translating the brand philosophy into an editorial format.
Directed product and lifestyle campaign shoots, helping establish a more mature, fashion-forward and emotionally coherent visual language.
Defined visual guidelines across photography, print design, packaging, product communication and retail materials to ensure consistency throughout the growing brand ecosystem.
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Core Areas
Brand Identity
Art Direction
Editorial Design
Visual Systems
Photography Direction
Print Design
Explore more
The repositioning extended beyond identity and editorial into the full digital ecosystem, translating the visual language and brand philosophy into web structure, content and customer experience.
→ Explore the Digital Experience
