Freelancer profile translated to English.

Description

When margins stagnate, growth stalls, or communication becomes interchangeable, it's usually not the product that's missing – but clear brand leadership.

I support managing directors and CMOs in strategically realigning their brand: from the precise brand core, through positioning and design systems, to consistently managed campaigns.

Goal: higher relevance, stronger differentiation, better pricing and margin potential.

Formats:

• Brand Quick Scan with concrete action recommendations

• 1-Day Brand Core Workshop (Fixed Price)

• Interim Creative Direction (8–12 weeks)

Focus: Fashion, Lifestyle, Premium – especially during phases of relaunch, repositioning, or restructuring.

If you don't want louder communication, but a clearly led brand, let's talk.

Brand Strategy • Creative Direction • Interim • Brand Relaunch • Design Systems • Campaign Architecture

Industry field of expertise

Languages

German
Native or bilingual
English
Native or bilingual

Workplace preferences

Can work on-site

Hamburg (up to 50km)

Brainchild UK
Founder and Creative Director
May 1998 - June 2003 (5 years and 1 month)
London, England, United Kingdom
International brand and campaign development in bilingual environments; pitch-winning concepts and cross-border creative leadership. Key accounts: British Department Of Health, Holland & Holland, Vogue magazine, London Fashion Week, Unilever.
Fashion Creative Direction Concept Development Ideation Film Production
Gerlachhartog Brand Communication
Co-Founder & Creative Director
August 2010 - June 2025 (14 years and 10 months)
Hamburg, Germany
Entrepreneurial leadership across retail and fashion brands; development of brand architecture, corporate identity systems, integrated campaigns, performance creatives, and international productions; budget and KPI responsibility. Accounts: Norisbank, Porsche Design, Cinque, Otto, Bogner, bruno banani, Calida, Gerry Weber, Schiesser, About You, Deutsche Bank, Hiltl, Mastermind, Barutti, Einsnulleins, Powerbar, Timezone, PC-Spezialist, Seacloud cruise, E-Hoi Cruise platform, Eniola, SPD, Roy Robson, CSW Consulting, Geswein, Strenesse, Terstappen, Witty Knitters, Jette Joop, mobile.de, PKW.de, Küche & Co, Bench, Lonely Planet, Garant Home Design, Trauma Academy, Aqin management consultancy, Gipsy/Mauritius
Branding Workshops Photo Production 360-Degree Communication Corporate Design
Grey Worldwide,
Visual Director
January 2007 - January 2009 (2 years)
40 Düsseldorf, Germany
Led visual and conceptual standards; key account responsibility for Karstadt Department Store, balancing price-driven categories with fashion positioning within a complex retail structure.
Team Management Visual Communication Retail Marketing Concept Development Fashion