An overview of key milestones and selected creative projects from my professional career.

2020 - 2024

Diversification of projects & fields of activity

Bluesheep Engineering

• Advice
• Corporate Identity
• Brand character
• Image content
• Website

Klimt Coffee Manufactory

• Advice
• Creative Direction
• Corporate Identity
• Packaging
• Marketing material

Target markets: DACH

Culture Coffea (Schärf “The Art of Coffee”)

Development of a holistic, integrative coffee concept with cultural depth and international scalability – visually, strategically and spatially well thought out.

Areas of expertise:

• Sub-brand identity
• Corporate Identity
• Menu boards & menu card system
• Marketing materials
• trade fair appearance
• Shopfit Guidelines
• Style guides

Target markets: DACH

IAG-ng (Gas Analytics)

• Advice
• Creative Direction
• Corporate Identity Update
• Marketing material EU & USA
• photography
• Visual design of trade fair appearance for USA
• Lifestyle workwear

Target markets: EU, USA

Eigenvalue emission

Trade fair appearance for the USA

Reload24 (the restaurant)

Consulting, creative direction, corporate identity, packaging, marketing materials, uniforms, shopfitting, signage, menus, screen design, photography

Seefeldhof (the potato barn)

Consulting & rebranding, corporate identity, signature art graphics, packaging design, shopfitting & farm shop concept, wayfinding system, POS material and spatial graphics

C_SOU & C_SOU Cycling Team

Co-founder, corporate identity, cycling team apparel range, lifestyle clothing, social media content (until September 12, 2023), complete signature concept product line

Prinzbike

• Consulting on brand positioning and visual strategy
• Rebranding of existing brand identities including CI optimization
• Logo, icon & logo repeat designs for digital and analog applications
• Photoshoot briefings for web, social media & product staging
• Design by Cycling Clothing
• Merchandise design

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2015–2020

Coffeeshop Company HQ – Neusiedl am See, Austria
Franchise system with 160–200 shops in 22 countries

Role: Creative Direction & Brand Development until the sale of the chain to the TQSR Group.

Responsibilities:

• Coordination of the graphics and marketing team
• Complete overhaul of the brand DNA and visual identity
• Development and implementation of: Corporate Identity, Packaging Design, Shop Branding & Environmental Design, Signage & Shopfit, Menu Boards & Menu Cards, Product Campaigns & Website, Uniform Design & Lifestyle Clothing for Franchise Teams
• Planning and execution of the rollout process for new marketing materials
• Rebranding process including style guides, guidelines & brand books
• Concept and implementation of new shop designs: 3.0 line (completely new) / 2.0 Transition line / Upcycling line
• Architectural briefings & shopfit creation
• Design of POS materials
• Development of concepts and briefing guidelines for master franchise brand hubs
• Development of integration systems for culturally relevant collaborations from print to the shop floor and brand-relevant partnerships.
• Creation of company presentations, system presentations, and customer customizations.
  & Investor presentations

Target markets: Europe · Türkiye · Armenia · Georgia · Russia · UAE

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2019

Trust in Steel Machine

Co-founder of the brand, corporate identity, signature road bike design, cycling apparel line, creation of cooperation & proposal documents for Tommasini Bicycles.

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2017–2018

EspressoIt

Project: Development of a compact, scalable and integrative coffee system with franchise characteristics under the umbrella of the Coffeeshop Company.

Goal: Development of an independent sub-brand that can be flexibly integrated into different locations – with a clear brand identity, efficient system structure and high recognition value.

Services:

• Holistic conception of corporate identity and visual brand presence
• Development of all marketing materials: print, digital, POS
• Shopfitting design including spatial concept and design line
• Website development with a focus on brand communication and franchise outreach.
• Creation of brand manuals, style guides and system presentations
• Design and text development for sales brochures and license documents
• Development of customization templates for licensing partners (templates for branding, communication, product customization)

Target markets: DACH

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Founding of Roostfest (MTB Event) / Semmering

Project:
Roostfest is a creative MTB event format that integrates riders and photographers into a full-day challenge – with the aim of generating high-quality event material through action and visual content to promote the location and foster the local bike community.

Areas of expertise:

• Creative Direction
• Corporate Identity
• Graphic Art Design
• Marketing material
• Event structure
• Guidelines
• Event Merch
• Prices

Result:
A dynamic event concept that combines sport, creativity and brand communication – with real added value for locations, sponsors and the MTB scene.

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2014–2015

Proposal / Concept work for the Coffeeshop Company:

Marley (One Love Coffee House)

Proposal for the development of a scalable coffee franchise system in line with the Marley family model

Vision:
Development of a holistic franchise system that reflects the values, cultural identity and spirit of the Marley family – authentic, sustainable and globally scalable.

Approach:
A systematic approach that goes far beyond mere brand development:
From strategic brand positioning to visual identity and spatial staging in the so-called brandland .

Perfomance:

• Development of a complete brand system
• Integration of the Marley family's values ​​into design, communication and product world
• Development of a scalable franchise model with an international focus
• Development of a comprehensive brand blueprint with all relevant elements: Corporate Identity, Interior & Environmental Design, Packaging & Product Design, Communication Strategy, Franchise Guidelines & Rollout Plans

Result:
Several documents, including a 265-page brand blueprint, were created in an intensive, year-long design process – as the foundation for a globally deployable brand platform with cultural depth and economic scalability.

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2013/2014 season

Vienna Capitals – Streetwear & Merchandise Development

As part of the Austrian Ice Hockey League, I developed an exclusive fan and streetwear collection for the Vienna Capitals. The aim was to visually strengthen the club's brand identity and to bridge the gap between sport, lifestyle, and urban fashion.

Responsibilities:

• Concept and design of fan merchandise and streetwear
• Development of graphic assets for textiles and merchandise
• Brand positioning in the sports and lifestyle context
• Collaboration with club marketing and external production partners

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2012 – 2015

Founding of BudderUp (Athlete Artist with One Vision)

A creative platform for combining sport, art and brand identity

The beginning of my self-employment.

Biggest successes & projects:

COUCH GARDEN PROJECT

• Couchgarden Video Production – visual staging of urban sports culture
• Marco Dalago – Manager of the Ice Cross Downhill World Champion
• Luca Dallago – 4th place at Red Bull Crashed Ice 2014
• Several podium finishes in the 2014 season by athletes supported by BudderUp
• Development of individual athlete assets: merchandise, branding, visuals
• Building a creative community around the concept of Athlete Artist with One Vision

DROP SHADOW & PROJECT

“Drop Shadow Project” – visual storytelling in the snowboarding sector
Focus: Aesthetics, athlete staging and subculture visualization

Product presentations

Publications:

New Zealand Snowboarder Magazine

Transfer Snowboard Magazine

Pearl Magazine

ALMOST FORGOTTEN PROJECT

“Almost Forgotten” – Snowboard Movie Role: Creative Direction
Content: Concept, athlete staging, visual design and overall creative direction of the reel

Australasia / Austria

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2007–2012

Rip Curl HQ (Live the Search)

Torquay, VIC (Australia)

Graphic Designer / Artist – Global Boardshort Unit (2 years)
Responsibilities:

• Design of graphic layouts for global product categories
• Design of signature lines for pro surfers
• Development of all-over and yardage prints
• Creation and preparation of art packages for international markets
• Global Research, Trend Scouting & Analysis

Target markets: Australasia · USA · Europe

Head of Graphics – Rip Curl Australia (3 years)
Responsibilities:

• Management of the T-shirt program and creative processes
• Leading and coordinating a design team
• Development of graphic and design assets as well as branding kits for various product lines
• Research, trend scouting & analysis

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2004–2007

Mooks Clothing Co. @ Globe Skateboards

Melbourne, VIC (Australia)

Graphic Designer / Artist

Responsibilities:

• Continuation and creative reinterpretation of the graphic style of founder Richard Allan
• Design of streetwear for women and men
• Development of T-shirt graphics and all-over prints
• Layout and design of catalogs
• Visual implementation of campaigns and brand messages

Target markets:
Australasia (Australia, New Zealand, Southeast Asia) Style Guides