Design as Orientation: Creating Clarity, Conveying Values – Just Like Golf, the Less You Play, the More Effective It Becomes
For me, design is about creating orientation – both visually and conceptually. In an increasingly complex world, where information and possibilities are endless, I see my role as providing clarity and making values tangible. Good design goes beyond aesthetics: it conveys a stance, shapes identity, tells stories, and fosters meaningful connections.
I help companies and organizations communicate their values and culture authentically and consistently, both internally and externally. The key, in my view, lies in balancing flexibility with stability: designing a visual system that evolves with change while maintaining continuity. This balance is essential for establishing a sustainable, long-term relationship between a brand and its audience. Successful visual identities are rooted in authentic values – values that are not only visible but deeply felt.
To me, design is far more than outward appearance. It serves as the interface between society, culture, and communication. My approach is holistic, grounded in real values, supporting processes of change, and connecting people on a deeper level.
This is my belief – and my passion.

Education

Master of Arts: M.A. Communication Design and Creative Strategies
HMKW – University of Applied Sciences
Cologne, Germany
2023
Bachelor of Arts: B.A. Graphic Design and Visual Communication
HMKW – University of Applied Sciences
Cologne, Germany
2021
Download Curriculum Vitae (PDF)