Marie Welke

For a medium-sized group of companies in the real estate sector, I handled the initial concept phase for a wall design within the corporate identity of the brand "WorkStay" as part of a project. The goal of this phase was to develop possible design directions based on the provided briefing and existing brand materials, which would align with the existing brand presence and could also be transferable to other locations in the future.

To achieve this, I developed three different visual approaches, each showcasing possible motifs, styles, and the integration of central brand elements. The drafts were intentionally not finalized but served as a basis for jointly selecting a design direction that would be further developed and prepared for later implementation in the next step.

For nextwave-digital, I first conducted a thorough analysis of the existing ads, website, and brand book to better understand the target audience, brand identity, and past performance. Based on this, I developed several creative concepts and designed initial static ads that specifically address the target audience's central pain points – such as time commitment, paperwork, and lack of overview. The focus was on minimalist, website-aligned designs with clear headlines, short sublines, and subtle CTAs to enhance both performance and brand impact. Subsequently, I created animated versions for selected motifs to test additional hooks for social media and to enable the creatives to be used as short, attention-grabbing formats.

Ideation, strategy, and creation of static and animated visuals for different clients as part of a B2B marketing team.