Aleksandar Stanglmayr

Self-employed full-time since March 2021, skills: []

In 2019, I decided to support the startup AMAWELA as Brand & Design Director on a part-time basis in order to influence the brand development process directly from an internal perspective. From August 2019 to August 2020, I was responsible for branding, strategy, creative team leadership, and marketing for Steinberger, a new brand in the food market with traditional Bavarian roots, which inspires people to eat and live more consciously.

The task was to consider the inspiring and at the same time challenging environment of the start-up from an internal perspective, especially in a role that makes groundbreaking decisions. Taking into account the rapid decision-making within a still young corporate culture, we at Steinberger managed to become a serious competitor in the food market, especially in the online market, within just one year.

As someone who was used to working with clients as an external consultant and designer, my time at AMAWELA showed me how dynamic a young start-up culture can be with short-term, fast, and occasionally unpredictable decisions, where there are no firmly anchored structures or constants. This taught me to rethink and revise my methods and ways of working, making them more dynamic and organic – so that the brand learns to act like a very flexible, dynamic, and malleable organism itself in its raw phase within a constantly changing company. The same applies to the visual identity of the brand.

Due to the positive development of Steinberger, the internal communication of brand understanding on my part, and the intention to let the corporate organism grow on its own initially, I decided to take on an external, selective, and needs-based consulting role from August 2020 onwards.