Evolving the Visual Identity of FSB Franz Schneider Brakel
My work began in 2023 with an in-depth analysis of the brand, including stakeholder interviews, a competitor review, and a close examination of the product range from user, design, and market perspectives.
Building on Aicher’s original design principles, the updated identity introduces a reduced typographic system, grid-based layouts, and a new visual language.
The result is a future-oriented corporate identity adapted to digital requirements – now forming the foundation for the new corporate website and a reimagined product finder.
The project covered multiple aspects
– Brand refinement
– New imagery and visual language
– New corporate website
– Printed product overview
– Reimagined product finder
FSB Franz Schneider Brakel GmbH + Co KG
New imagery and visual language
Creative Direction, Art Direction in collaboration with Markus Michalski
Career History
2019 – 2011
W.A.F. Design Studio (now waf.gmbh)
Co-Founder & Creative Director
During this period, I played a key role in shaping the studio’s creative direction and growth in close collaboration with my co-founder Malte Müller. Working with a diverse range of clients, I focused on refining their brand identities and enhancing digital communication strategies to ensure enduring, contemporary relevance.
2011 – 2005
Employee & Freelancer
Designer & Digital Art Director
During this period, I worked with multiple renowned advertising agencies, including JvM Next, JvM, Fork, Serviceplan Group, Plan.Net, WirDesign, Deepblue Networks, Fischer Appelt, and Ligalux. This experience allowed me to contribute to diverse projects, collaborate with multidisciplinary teams, and refine my approach to digital brand communication.