JP’s Projects

Netflix: Localization meets Governance

Wed, 28 Jan 2026 16:50:12 GMT

Netflix — Multi-Market Campaign Localization

Scaling creative intent across 20+ EMEA markets through operational design.

Context

Working at Netflix means operating inside one of the most structured and brand-sensitive creative ecosystems in the world. As Regional Operations & Design Systems Partner , my role sits at the intersection of creative intent, operational reality, and large-scale execution. Global campaigns are conceived centrally, but their success depends on how well they translate across 20+ EMEA markets —linguistically, culturally, technically, and legally—without diluting the original creative idea.

The challenge

The core challenge was not visual quality, but coherence at scale. Global campaigns were often designed "US-First," ignoring EMEA realities like significant copy expansion in European languages, Right-to-Left layouts for Arabic markets, and diverse OOH format specifications.

In other words: Adaptation relied on interpretation, leading to repeated review loops, inconsistent branding, delayed launches, and overwhelmed local marketing teams.

The Systems Intervention

Rather than treating localization as a downstream execution problem, I focused on upstream structure.

EMEA-Ready Masters: Designed master assets to anticipate worst-case adaptation scenarios (text expansion, RTL systems, local legal disclaimers) before production began.
Hybrid AI Quality Control: Architected a workflow leveraging LLMs for bulk automated technical checks, reserving human experts for strategic nuance.
Risk-Driven Governance: Implemented formal Risk Registers and dependency tracking in Jira and Monday.com to predict bottlenecks before they impacted delivery.
Trust & Autonomy: Framed the initiative as an experiment, actively involving local teams to ensure real-world applicability. This built trust, leading markets to voluntarily delegate adaptation authority to the central hub.

Impact

Efficiency: Significantly reduced review loops per asset, accelerating time-to-market.
Reliability: Drastically reduced delayed and last-minute deliveries.
Scale: Enabled the pipeline to handle hundreds of asset variations monthly without additional headcount.
Cultural Shift:
Strengthened brand guardianship across markets while increasing local autonomy.

Why This Matters

At this level, design becomes governance. Sustainability is no longer just a material choice, but an operational one: fewer iterations, fewer errors, and systems that are built to last.

Finishing: HOVER / TAP on the picture above to compare before and after

Sensos: Brand System

Wed, 21 Jan 2026 15:54:36 GMT

Sensos — Brand System, Sales Enablement & Design Governance

Context

Sensos is a logistics technology startup developing software for real-time global shipment tracking. Following a successful Series A funding round, the company needed to operate at a significantly higher level—commercially, strategically, and in terms of brand perception. The immediate trigger: A high-stakes CEO-level sales presentation. The broader need: A brand system that could scale.

A Key Decision

The "Control Tower" Narrative: Early on, I made a deliberate decision to break with the existing minimal startup guidelines. I reframed Sensos as a high-tech control tower : a system that brings clarity and light into the uncertainty of global logistics.

Visual Shift: Stronger contrasts, cinematic pacing, and visual tension to signal authority and innovation.

What Was Delivered

Flagship Presentation: A narrative-driven, animated CEO deck that validated the new direction.
Scalable System: Redesigned brand guidelines, website concepts, and sales templates.
Autonomy: AI-supported, tool-agnostic frameworks enabling non-designers to work on brand without drift.

Impact

Credibility: Elevated Sensos’ perceived maturity in C-suite contexts.
Efficiency: Reduced dependency on designers for everyday materials.
Consistency: Enabled consistent communication across sales, marketing, and leadership.

Why This Matters

Balancing long-term vision with operational reality is where design becomes leadership.

Measuring Berlin: An infographics book about a city told through numbers

Fri, 19 Dec 2025 15:22:03 GMT

Die Vermessung Berlins — An Infographic Book About a City Told in Numbers

Translating hidden urban data into clear, engaging visual stories

Context

Berlin is one of the most written-about cities in Europe, yet many patterns that define daily life remain buried in raw data. Published by BeBra Verlag, this project aimed to uncover and translate those invisible structures.

My Role: Co-author, Art Director, and Lead Designer.

A Key Decision

The Teddy Bear Motif I chose to pair rigorous data visualization with a playful visual tone, using a recurring teddy bear motif as a symbolic anchor. This made complex information approachable without compromising analytical precision.

What Was Delivered

50 Original Data Visualizations: Covering diverse urban topics.
Complete Editorial System: A cohesive design language for the 128-page publication.
Narrative Coherence: Balancing precision with emotional engagement.

Impact

Publication: Released nationally in October 2024.
Accessibility: Made complex urban data accessible to a broad, non-expert audience.
Engagement: The "hunt for the bear" became a quiet game for readers, fostering deeper interaction with the data.

Why This Matters

Strong visual systems are not about decoration but about accelerating understanding . Even serious data can invite curiosity and joy.

Website & Online-Shop: Die Vermessung Berlins

Dyson: Sub-System Design

Fri, 02 Feb 2024 23:37:36 GMT

Dyson — Designing a Sub-System Inside a Global Brand

How to create distinct communication without breaking a rigorous brand identity

Context

Dyson is one of the most rigorously governed global brands in consumer technology. Its visual identity is highly recognizable, technically precise, and tightly controlled. The challenge was not to “refresh” the brand, but to create design expressions that live inside the system while remaining distinguishable and functional.

The Systemic Approach

Instead of introducing new visual elements, I focused on structure rather than surface :

Hierarchy & Composition: Using layout logic to create distinction.
Typographic Rhythm: Varying pace without changing typefaces.
Context-Specific Emphasis: Tailoring the application of guidelines to specific communication problems.

Outcome

Consistency: Clear, recognizable Dyson communication that avoided visual repetition.
Compliance: Full brand adherence without creative stagnation.
Repeatability: A repeatable approach for future executions within the same constraints.

Why This Matters

Strong brands don’t need constant reinvention—they need intelligent interpretation . Designing within constraints is where systems thinking becomes visible.

Agua de México: Design System

Sun, 14 Jan 2024 14:59:12 GMT

Agua de México — Designing a Luxury Brand System with Cultural Depth

How clarity and cultural authenticity replaced traditional luxury marketing budgets.

Context

Agua de México entered the market as a startup luxury tequila produced by one of the world’s oldest distilleries. The ambition: Introduce the brand globally as a cultural object, not just a product. The challenge: Create desire without the budgets typically associated with luxury launches.

The System Designed

Cultural Authenticity: Rooted the identity in Mexican craftsmanship rather than luxury clichés, collaborating with a Mexican architect and historian.
Restrained Editorial Language: Developed a digital presence that felt like a cultural magazine, not a sales channel.
Scalable Logic: Created a brand system adaptable across markets without losing its core narrative.

Sustainability by Design

Longevity over campaign churn
Cultural authorship over appropriation
Reduced asset turnover
Structural consistency instead of disposable marketing

Outcomes

Retention: Achieved an 88% digital retention rate.
Engagement: 74% active audience engagement with content.
Acquisition: 1/3 of B2B clients acquired within 3 months.
Word-of-Mouth: Approximately 50% of conversions driven by organic referrals.

Closing Thought

This project demonstrates how clarity can replace budget .

When a brand system is strong enough, it carries itself.

PUNCHIE: Lifestyle FMCG Brand

Tue, 07 Nov 2023 22:56:14 GMT

Punchie — Launching a Lifestyle Brand in a Saturated FMCG Market

How strategic design drove a complete sell-out in under two weeks.

Context

The hard seltzer market is crowded, fast-moving, and visually noisy. Punchie entered this space with a premium price point and the ambition to stand out without overexplaining itself. The task: Design a brand and launch communication that would justify its positioning—and resonate quickly.

Strategic Design Decisions

Rather than competing through volume or loudness, the brand focused on:

Lifestyle Signaling: Designed visual markers that signaled a carefree, adventurous lifestyle, not just a beverage.
Tangible Value: Implemented a "Gift with Purchase" strategy (branded drawstring bags) that encouraged immediate organic visibility.
Social-Native Communication: Created assets specifically engineered for TikTok and Instagram sharing.

Results

Velocity: Sold out completely within 2 weeks of launch.
Visibility: High organic reach through user-generated content featuring the branded giveaways.
Community: Subscription rates exceeded all projections, building a solid foundation for repeat purchases.

Why This Matters

In FMCG, brand systems must work immediately .

This project demonstrates how clarity and restraint can outperform noise.

Continental: Internal Communication

Sat, 03 Dec 2022 12:20:54 GMT

Continental — Designing Internal Communication as a Knowledge System

Turning abstract organizational principles into a usable visual framework.

Context

Continental is a global technology company where knowledge tends to accumulate in silos. The project “Learn, Share, Improve – the Yokoten way” was initiated to address exactly that problem: how to make knowledge transferable, visible, and reusable across teams.

The Challenge

The core challenge was not visual design—it was adoption . Internal communication initiatives often fail when they feel imposed, lack clarity, or are disconnected from daily work. Continental needed a format that encouraged sharing without adding complexity.

Designing the System

I was responsible for creative direction, translating the abstract principle of Yokoten (horizontal knowledge sharing) into a practical, visual communication system:

Modular Structure: A clear, adaptable layout for different content types.
Strong Hierarchy: Guiding readers through complex internal topics instantly.
Reusability: A consistent visual language that could be used without constant redesign.

Impact

Visibility: Improved visibility of internal best practices across departments.
Adoption: Strong recognition of the format within the organization; teams began using it voluntarily.
Clarity: Made knowledge feel accessible rather than abstract.

Why This Matters

Good design doesn’t just communicate messages— it changes how organizations operate.

Social media campaign: 'Students #3'

Thu, 01 Dec 2022 12:20:53 GMT

Handelsblatt — Student Campaign on Instagram Stories

Year: 2021

Context: Digital campaign for Handelsblatt targeting students. Market research had shown untapped potential in this audience, particularly through Instagram Stories rather than traditional digital advertising formats.

My role: Creative Director. I led the creative direction of the campaign, defining the visual and narrative framework and guiding execution across formats.

Project type: Digital campaign · Social media advertising · Creative direction

Why this project existed

Market surveys revealed that Handelsblatt could significantly increase its reach among students by shifting focus toward platforms and formats native to their media habits. Instagram Stories emerged as the most effective channel to communicate relevance, accessibility, and value.

What I was responsible for

I was accountable for defining a campaign logic that could speak to a young, diverse audience while remaining clearly recognizable as Handelsblatt.

Creative direction and campaign concept
Adaptation of Handelsblatt’s visual identity for social-first formats
Definition of a unified look across Story placements
Guidance and review of design execution

A key decision that shaped the outcome

I chose a system that combines a consistent visual framework with flexible representation. One target audience, one recognizable look — but a deliberately diverse set of faces, situations, and messages to reflect the breadth of the student community.

What was delivered and why it mattered

Deliverables

Instagram Stories campaign for a student subscription offer
Visual system optimized for vertical, mobile-first consumption

Impact

Increased relevance of Handelsblatt’s messaging for a younger audience
Maintained brand authority while adapting tone and format
Demonstrated how institutional brands can translate effectively into social platforms without dilution

A human note

Designing for students required neither simplification nor compromise — only a shift in perspective. Meeting audiences where they are is often less about changing the message than about choosing the right format.

WirtschaftsWoche: Breaking Silos

Tue, 29 Nov 2022 12:20:50 GMT

WirtschaftsWoche: Breaking Silos Through Design Systems

Unifying editorial, sales, and events to drive 25% subscription growth.

Context

Within large media organizations, editorial, marketing, sales, and event teams often operate in parallel. At WirtschaftsWoche (WiWo), this structure limited the reuse of insights, slowed decision-making, and reduced the long-term effectiveness of communication. The brand needed to align image campaigns, subscription growth, and live events under tighter budgets—without compromising editorial integrity.

The Actual Problem

This was not a campaign problem. It was a system problem. How do you design shared structures that allow different teams to collaborate without losing their individual mandates?

The System Designed

As Executive Creative Director , I designed and governed a Shared Communication Framework:

Unified Audience Intelligence: Consolidated fragmented data into a single source of truth, revealing an underserved demographic: female professionals and founders.
Reusable Narrative Architecture: Created a modular storytelling framework adaptable across print, digital, and live stages.
Cross-Functional Governance: Established joint planning rhythms where Editorial, Sales, and Events co-owned the calendar, budget, and KPIs.

Proof in Practice

"In One Business Week" We launched a hybrid campaign anchored by the claim “In einer WirtschaftsWoche” (“Within One Business Week”).

Persona-Driven Targeting: Developed three distinct personas. The central pillar was the “Female Founder”, tailored with the narrative: “From employee to founder, within a WirtschaftsWoche.”
Seamless Integration: Unified Print, Event, and Digital channels under one budget and one narrative.

Results

Commercial Growth: +25% subscription growth within a single month, predominantly driven by women and younger demographics.
Cultural Shift: Record female participation at the founders’ event, leading to the establishment of a sustainable Female Founders Network.
Operational Efficiency: The collaboration model was adopted as a group-wide best practice, eliminating duplicate production costs.

Why This Matters

Breaking silos is a design challenge.

When systems are designed first, campaigns become coherent by default—and communication becomes more sustainable.

Mobile-First Infographic Production

Mon, 28 Nov 2022 12:20:49 GMT

Mobile-First Infographic Production — Designing a Scalable Editorial Workflow

How a custom no-code tool reduced production time by 90% and won a European Newspaper Award.

Context

As mobile consumption increased, traditional infographic workflows at Handelsblattbecame inefficient. Designers lacked coding skills, and developers lacked bandwidth for daily updates. The challenge: Enable daily, mobile-optimized infographic production without coding skills, without increased time, and without compromising quality.

The Solution

Product Ownership: I acted as Product Owner, conceptualizing and defining the technical specifications for a custom mobile-first internal tool.

Specs: A no-code interface enabling designers to export responsive, interactive HTML dossiers directly.
Workflow: Designed a system enabling daily output under extreme deadline pressure.
Collaboration: Translated creative requirements into technical specs for engineering partners to build.

Impact

Speed: Production time reduced from 2 days to 2.5 hours per dossier.
Autonomy: The design team gained full independence from developers for daily output.
Recognition: Won the European Newspaper Award for Best Digital Innovation

Why This Matters

Sustainability in design is often operational.

Better systems reduce stress, waste, and friction—allowing creativity to thrive under pressure.

“Grafik des Tages”: XL Infographic System

Sat, 26 Nov 2022 12:20:48 GMT

"Grafik des Tages" — Designing a Daily Infographic System at Editorial Scale

Role: Infographic Designer / Design Lead
Focus: Information design · Editorial systems

Context:

“Grafik des Tages” was a recurring daily infographic format translating complex economic and political topics into accessible visual stories.

The Challenge

Daily production required:

Speed without loss of accuracy
Consistency without monotony
A system flexible enough for vastly different topics

The System

I defined:

Reusable layout logic
Visual hierarchies adaptable to different data types
A design language recognizable without being rigid

Impact

High reader recognition
Reliable daily production
Strong editorial trust in visual storytelling

Why This Matters

Information design is only successful when the system disappears — and understanding remains.

Handelsblatt: Cross-Media Design System

Fri, 25 Nov 2022 20:37:19 GMT

Print Relaunch — A Cross-Media Design System

Modernizing Germany’s leading business newspaper while winning the European Newspaper Award.

Context

Handelsblatt is Germany’s leading business newspaper, operating under daily production pressure while navigating the transition from print-first to cross-media publishing. The relaunch was not only visual—it was structural.

The Challenge

The new design had to modernize the newspaper without alienating readers, improve clarity for complex economic content, work reliably under daily constraints, and translate into digital contexts over time.

Design as Infrastructure

As Co-Creative Director, I focused on systemic clarity rather than individual pages:

Modular Page Structures: Created flexible layouts adaptable to varying content volumes.
Typographic Hierarchy: Defined clear rules for navigating complex data.
Infographic Logic: Established a scalable visual language for data storytelling.
Cross-Media Consistency: Ensured the visual identity evolved seamlessly from print to digital.

Outcome

Recognition: Won the European Newspaper Award for Best Visual Identity.
Clarity: Improved readability and navigation for a sophisticated business audience.
Future-Proofing: Created a design foundation capable of evolving digitally.

Why This Matters

Editorial design is one of the purest tests of system thinking.

If the system fails, it fails daily—and publicly.

JP’s Projects

Netflix: Localization meets Governance

Netflix — Multi-Market Campaign Localization

Scaling creative intent across 20+ EMEA markets through operational design.

The Systems Intervention

Impact

Why This Matters

Sensos: Brand System

Sensos — Brand System, Sales Enablement & Design Governance

A Key Decision

What Was Delivered

Impact

Why This Matters

Measuring Berlin: An infographics book about a city told through numbers

Die Vermessung Berlins — An Infographic Book About a City Told in Numbers

Translating hidden urban data into clear, engaging visual stories

A Key Decision

What Was Delivered

Impact

Why This Matters

Dyson: Sub-System Design

Dyson — Designing a Sub-System Inside a Global Brand

How to create distinct communication without breaking a rigorous brand identity

The Systemic Approach

Outcome

Why This Matters

Agua de México: Design System

Agua de México — Designing a Luxury Brand System with Cultural Depth

How clarity and cultural authenticity replaced traditional luxury marketing budgets.

The System Designed

Sustainability by Design

Outcomes

Closing Thought

PUNCHIE: Lifestyle FMCG Brand

Punchie — Launching a Lifestyle Brand in a Saturated FMCG Market

How strategic design drove a complete sell-out in under two weeks.

Strategic Design Decisions

Results

Why This Matters

Continental: Internal Communication

Continental — Designing Internal Communication as a Knowledge System

Turning abstract organizational principles into a usable visual framework.

The Challenge

Designing the System

Impact

Why This Matters

Social media campaign: 'Students #3'

Handelsblatt — Student Campaign on Instagram Stories

Why this project existed

What I was responsible for

A key decision that shaped the outcome

What was delivered and why it mattered

A human note

WirtschaftsWoche: Breaking Silos

WirtschaftsWoche: Breaking Silos Through Design Systems

Unifying editorial, sales, and events to drive 25% subscription growth.

The System Designed ﻿

Proof in Practice

Results

Why This Matters

Mobile-First Infographic Production

Mobile-First Infographic Production — Designing a Scalable Editorial Workflow

How a custom no-code tool reduced production time by 90% and won a European Newspaper Award.

The Solution

Impact

Why This Matters

“Grafik des Tages”: XL Infographic System

"Grafik des Tages" — Designing a Daily Infographic System at Editorial Scale

The Challenge

The System

Impact

Why This Matters

Handelsblatt: Cross-Media Design System

Print Relaunch — A Cross-Media Design System

Modernizing Germany’s leading business newspaper while winning the European Newspaper Award.

Design as Infrastructure

Outcome

Why This Matters

The System Designed