Kurt Kurt Ulmer – my mentor – founded his Ski Wear Label in 1968 with no cash but enough craziness to make a splash. With bold, bright colours, animal prints and moto-x inspired ski-pants – we transformed the industry and created the planet’s first «Ski Fashion Label».

In our vertically integrated & super creative marketing department, we collaborated with the very best from this era and constantly challenged the status quo. Today you would call this «disruptive» – we called it rock n’roll …

While bringing bright and crazy colours to the skiers, we re-defined the Denim look and drove mothers mad with the first ripped and stone washed jeans in the industry … another «Game Changer» from the same basecamp.

We - as a team - were thick as thieves – and in charge to fuel the incredible demand in a pre-social media world.

We followed our hearts and guts; so, keeping the market short – was an instinct – not a marketing strategy …

While most skiers in our fancy Alpine Resort thought we were the rebels, the troublemakers, the misfits – we pioneered this sport and since this lifestyle is part of my DNA – I never felt that I was actually doing something special.

I just got up, went snowboarding – back to the office – and repeated …

The CEO of a High End Cashmere Mill in Hawick (Scotland) approached me, and asked for support to transform their heritage collection into a brand.

With the first phase we refreshed all the touchpoints (incl. stores) of the brand and introduced a soft evolution of the general look & feel.

The second phase included a complete rebranding with the introduction of their new brand «Hawico of Scotland».

Multiple Trips to: Austria, Germany, Italy, Slovakia, London, Scotland, Japan and USA (Miami, Los Angeles, New York, Hawaii) …

When a German Restaurateur and Serial Entrepreneur approached me with his bold idea, how he planned to build a game-changer in the fast food industry – I was hooked. Together we created the look & feel of their first «Hans im Glück» Restaurant in Munich. Now 70 Locations Worldwide.

Meanwhile, with my friends at «Mesmer Societe» I redesigned the «Weight Watchers» Line for Swiss Mega Grocery Chain «Coop».

Multiple Trips to; USA (Miami, New York, Los Angeles, Seattle, Chicago), Caribbean, London, Munich, Italy, Moscow, Barcelona, Paris …

With the Director of «Shanti Hospitality» – a Collection of Lifestyle Hotels – I discussed the challenges and chances of tailor made traveling and the needs and wants of the «Global Nomads». We launched a unique string of Sensorial Activities along with a sharp and distinctive Corporate Identity.

And while making a splash for the Hospitality arm of the group, we worked on a myriad of game changing projects and spearheading researches.

Multiple Trips to: USA (Miami, Aspen, New York, Los Angeles), London, Scotland, Japan, India (Dehli, Mumbai, Goa), Philipines, China (Shanghai, Bejing, Yangshuo, Gulin, Langshi), Cambodia, Thailand, Mauritius, Italy, Russia, Israel (Tel Aviv, Jerusalem), Germany (Munich, Berlin), Spain (Ibiza, Barcelona) …

It started with a phone call of a friend of a friend and with a great idea, solid funding, but no design concept. A couple days later, I sat in the midst of a buzzing StartUp and tackled every design challenge in the books. The only existing assets; A blank canvas and the name «Pumpkin Organics». The result of 12 Months hard work and tough discussions still amaze me – because the design is still the DNA of their rapidly expanding company.

In Zurich – I was asked by the owners of «Markenfels» to join the team and help dressing up the bride for the IPO, with a complete Rebranding of «Siemens Healthineers» … and some other large scale branding projects … before I flipped the page … and commenced the next chapter ……

Multiple Trips to; Munich, Milano, Amsterdam, London, Berlin, Barcelona, Porto, Athens, Tel Aviv, Jerusalem, Hamburg, Stockholm, Porto, Lisbon, Copenhagen, Oslo …

To remain competitive in the international arena, Switzerland needs to ensure a high degree of technological independence.

Dominique Mégret, author of the book and a seasoned venture capital expert, set the debate in motion – I designed the book.

The task was simple, yet very complex. How do we democratise and streamline our packaging?

First and foremost we wanted to improve the look and feel and add touch of class. Second, we needed to ensure that every supplier (no matter where) can handle the task – so we reduced the complexity of the process. And while doing all this, we wanted to drive down cost by simplifying the construction …… and reduce the general footprint.

Packaging – well done.
Rollout Spring 2023

For an entire year (2020 - 2021) we developed a specific and distinctive visual language (photography, moving images, animation and backgrounds, tone of voice, looks and cast) for all our channels.

The project was spearheaded by my team and in collaboration with Swisscom Branding, «Wirz Communications» and «Wirz Brand Relations» and climaxed in an epic production of our best received TV Spot ever. [ADC Shortlist 2021]

In 2021 we analysed every single touchpoint of our brand with an internal Brand Audit Team.

Every touchpoint was identified and updated … some tasks were easy and a quick fix, others took us a year of testing before we were able to proudly roll them out.

Ongoing.

How to dress our staff to make them feel «ready», reduce cost, reduce the environmental impact and modernise the general look & feel.

See … it pays off that I have spent a larger part of my career in fashion. Not only do I know what I am talking about – but I also have a pretty good sense for the actual Zeitgeist.

My Staff Uniform Project will rollout in November 2022 for all 950 Employees in 110 Stores

Not many companies can report this, but we were approached by Apple to establish a Collaboration Plattform for both brands on our common values.

And this is my latest project. After I pitched my vision and ideas to my colleagues at Apple and our senior management – the response was overwhelming …… and the budgets were actually increased.

Aired in December 2021 in Cinemas, on TV, YouTube and other SoMe Channels.

Nominated: Edi.22
Winner: Edi.22 for best Camera

With new demands, higher paced promotions and more communication channels than ever – we wanted to simplify the brands elements – while at the same time – adding a box of tools to maximise the variety of the individual campaign.

With an impressive sprint – and an interdisciplinary Team (Branding, Brand owner, Marketing and Campaigning) and in close cooperation with our Lead Agency – we developed the visual evolution of our beloved attacker brand – «Wingo».

Ohhh … and sales doubled.

While WINGO is a Swisscom Brand, we communicate with a much younger and price sensitive audience – and naturally with a digital first approach.

Nonetheless, we have very high expectations to the Look and Feel and of course the Brand Experience of our attacker brand.

My visual concept was implemented and rolled out in 2022.

How to activate teenagers and their parents to opt in for one of our Concert Series «Energy Air» – while staying on brand, maximise targeting, collect new leads and drive the FOMA to a new height.

How to introduce a new device and make it heard? We took a «Ramp Up» approach and produced a string of cryptic yet cool movie clips and booked Mega-Billboards in all over Switzerland – while staging a press conference that followed the look & feel … and had our CMO take the stage and reveal the secret.

Earned media coverage tripled compared to our regular media events – and sales went through the roof.