journal / berlin creative direction
Berlin is a working context. The job is to connect a clear point of view to a useful product, real places and the people who make a market specific.
I work between New York and Berlin. Berlin gives a brief a particular relationship to independence, subculture, experimentation, local trust and access. Those conditions matter more than adding a surface-level Berlin reference to an otherwise generic brand.
My record moves between the Museum of Modern Art retail environment, Tommy Hilfiger, venture-backed technology and Countercult. I am most useful when the brief needs one person to hold the relationship between proposition, product, customer experience, culture and market.
Creative direction is not finished when the identity looks right. It has to help people understand what the company or place is, what they can do there, why it matters and what should happen next. That can mean product definition, experience design, partnerships, local intelligence, launch planning or a clearer editorial route.
Read the Rebel Tech Labs brand and go-to-market record, the MoMA retail and wayfinding record, and the Tommy Hilfiger rollout record. Countercult shows how I have carried the same questions into founder-built cultural infrastructure.
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