journal / venture technology

CMO and Senior Creative Director: brand to digital reach to Ku’damm retail

VC-backed startup identity in motion: device and brand mark.

From 2022 to 2024, I was CMO and Senior Creative Director at VC-backed startup. I led the full creative and marketing remit, taking the work from brand positioning and identity into UX/UI, website, social presence and digital reach, then through customer touchpoints, go-to-market and production at the company’s Ku’damm retail location, Berlin’s Fifth Avenue. I worked alongside the CEO, engineers, hardware specialists, store teams and builders, making the product interface, company story and physical repair experience work as one system.

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01 / Creative leadership: own the full remit

I was CMO and Senior Creative Director, leading creative strategy and marketing from the start. I set the company’s positioning and brand direction, designed the UX/UI and website, led social and go-to-market communications, and carried that work into customer touchpoints, retail and production. I was accountable for how the company looked, explained itself and met customers, not just for one part of the visual identity.

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02 / Brand foundation: make the repair offer clear

I developed VC-backed startup’ positioning, identity and creative direction around a practical customer promise: make device repair feel clear, modern and worth choosing. The brand had to hold together across the investor story, the website, social content, marketing outputs and a real service environment. I treated identity as a system for explaining the business and its repair model, not as a logo exercise.

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03 / UX/UI: turn the service into a digital experience

I designed the UX/UI and website, including the public-facing service experience and mobile interface explorations. The visual record shows the repair proposition presented with a flat-rate €39 screen-glass replacement, the device and brand, and a clear “how it works” path. I connected those elements so a customer could understand the offer, see what the repair involved and move toward the next step. This was product experience design as well as visual design.

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04 / Digital reach: website, social and marketing touchpoints

I led the digital presence and marketing system across website, social presence and paid-social and advertising outputs. The point was not to make separate channels look alike. Each touchpoint needed to extend the same positioning, reach people who might need a repair and make the service recognizable before they encountered the physical store. I reviewed website traffic and paid-media performance alongside store footfall as signals for where the customer journey was working and where to look closer.

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05 / Funding proof: brand and pitch decks helped raise millions

I worked with the CEO on company positioning and investor pitch decks, and joined investor meetings. The branding and pitch materials I created helped VC-backed startup raise millions in venture funding. I shaped how a technical product, a repair service and the company’s growth opportunity could be understood by customers, partners and funders, while keeping the story connected to the actual experience.

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06 / Physical experience: take the brand into Ku’damm retail

For the company’s retail location on Ku’damm, Berlin’s Fifth Avenue, I explored the space through iterative workflows using Blender, Rhino and AI-assisted tools, then developed the retail concept and store layout. The physical environment extended the digital brand into a place where customers could encounter the service, team and technical work directly. I brought the visual direction from digital render to completed installation, keeping the in-person experience connected to the website and marketing.

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07 / Production and outcome: deliver the system under constraint

I oversaw build and implementation with engineers, builders and the retail team on a constrained budget. Layout, lighting, signage, repair environment and customer-facing details had to reinforce one proposition without unnecessary complexity. The work delivered a coordinated brand and experience system across digital and physical touchpoints. I treat web traffic, paid-media performance, retail sales and footfall as feedback signals, not controlled tests or proof that design alone caused a measured lift.

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