The DNA of Black Alaska
Here you will learn how Black Alaska sees and defines itself as a brand and service provider – and how visual language, strategic attitude and creative philosophy combine to form a distinctive brand identity.
Story / Origin
design-oriented
The name Black-Alaska unites two poles: black and white – the most fundamental colors in design – in a concise, striking brand name. It stands for contrast, clarity, and visual reduction. The simplest and most powerful way a brand can present itself is through its icon: a visual symbol of belief that makes a brand's values recognizable and tangible for people.
A central principle in Black-Alaska's design is that an icon must work in black and white before color comes into play. Only when the form, in its purest, most reduced form, is effective can any color be added. The name Black-Alaska refers to this historical principle of graphic design – and makes it the brand's design origin.
The brand concept also reflects the principle of "opposites attract" : black and white as visual opposites that are mutually dependent – like yin and yang. This duality is not only relevant from a design perspective, but also deeply rooted conceptually: tension arises from contrast, clarity from friction.
Furthermore, Black-Alaska opens up an enormous range of storytelling possibilities. Inspiration ranges from Alaska's nature, wildlife, and climate to cultural and historical associations. The name stands for extremes – visual, conceptual, and emotional. This attitude is reflected in the chosen visual language: powerful, pointed, sometimes extreme – and always with a healthy dose of humor.
personal
Black-Alaska's visual language is an expression of personal preference and a professional career honed over years within the streetwear and board culture industry. It is characterized by a clear stance, visual directness, and a deep understanding of cultural codes.
For performance-driven creatives, it's essential to create their own outlet – a space where unfiltered ideas and design approaches can emerge freely, without being diluted by client needs or forced into projects. Black Alaska is precisely this space: a creative outlet, a personal statement, a place for creative independence and visual self-determination.
At the same time, building a distinct brand has always been a goal – not only as an expression of creative freedom, but also as a platform for sharing knowledge. Black-Alaska combines both: the opportunity for independent design while simultaneously engaging in collaborative exchange with clients. The solution-oriented process remains central – underpinned by mutual trust, design clarity, and the ambition to jointly develop strong visual identities.
slogan
“Design Your Journey”
This embodies the philosophy of BA | 21 Creative Kitchen: Brands are not created from templates, but from attitude. The journey begins with a client's idea – and is transformed into identity through design. The slogan makes it clear: Here, there is no dictating, but rather, if desired, competent guidance, support, design, inspiration, and strategic direction.
"Beyond the Unknown"
BA | Aesthetics is more than just a claim – it's a design manifesto. The brand aims not only to be visible, but to push boundaries. It stands for visual and cultural depth and the courage to position itself beyond the familiar – with new formulas, unconventional perspectives, and an aesthetic that doesn't seek to please, but rather to create impact and a powerful presence.
Beyond the Unknown means understanding design as experimentation and further development: as a space for friction, contrast, and narrative power. It is the visual expression of an attitude that is not oriented towards conventions, but rather towards cultural relevance, creative freedom, and the goal of pushing boundaries and creating something extraordinary.
Vision Statement
Black Alaska represents the fusion of strategic clarity, bold visual language, and a profound design philosophy. The focus is on developing benchmark projects that set new standards, generate cultural relevance, and create lasting impact. Brands are created that take a stand and convince through uncompromising authenticity – both as agency work and as proprietary brands.
Design is understood as a driving force: a visual language that tells stories, evokes emotions, and captivates through a profound underlying narrative. Brands become cultural forces whose messages move and redefine standards.
Mission Statement
BA | 21 Creative Kitchen
Black-Alaska pursues two complementary approaches. The agency-related division operates under the name BA | 21 Creative Kitchen and offers a diverse range of creative services – with a focus on visual communication, brand development, and strategic consulting.
Specializing in the visual and communicative aspects of branding processes, the focus is on impactful imagery and narrative concepts with a clearly defined, strong brand DNA. The goal is to make brands not only visible but tangible – through design that conveys a message and generates cultural relevance.
BA | Aesthetics
Alongside its agency work, Black-Alaska also sees itself as an independent design brand. Here, creative freedom is not only practiced but consciously staged: as an expression of an inner attitude, a visual signature, and a cultural positioning.
The in-house brand serves as a laboratory for visual language, narratives, and aesthetics – independent of client projects, but inspired by the same principles: depth, relevance, and authenticity. Black Alaska as a brand is a statement that understands design as a cultural dialogue and visual identity as an expression of attitude.
BA | 21 Creative Kitchen and BA | Aesthetics are deliberately designed for expansion and further development. BA | Aesthetics aims to establish itself as a streetwear-oriented brand in the online market, while BA | 21 Creative Kitchen is intended to grow into a multi-person agency – with designers who immerse themselves deeply in their discipline and strive to create something extraordinary.
The BA Philosophy
Design is not merely decorative, but an expression of inner attitude. Black Alaska understands design as a cultural language – strategically conceived, visually striking, and emotionally charged. Every form, every color, every narrative is part of a larger context and system: an identity that is not only visible, but also tangible and memorable.
As an agency, Black-Alaska stands for clarity of thought and courage in execution. As a brand, it represents creative freedom that doesn't aim to please, but to move. The philosophy is based on the conviction that strong brands don't begin with graphics – but with attitude. Powerful visual language arises not from a desire for impact, but from a deeply rooted philosophy.
The more defined a brand's value system, the more confidently and clearly it presents itself in the market. Design becomes a consequence of inner conviction – and thus a cultural force.
founder
Black-Alaska is currently run by me, David Schärf, as a sole proprietorship. I bring over 20 years of professional experience in visual communication, brand development, and design strategy – shaped by positions at international companies and corporations in the streetwear, skate, surf, and coffee industries, each time in key design roles.
This combination of design expertise and practical design experience forms the basis for a clear visual signature and a deep understanding of brand identity and target audience engagement. Black-Alaska unites conceptual thinking with design precision and understands design not merely as a service, but as a cultural language.
The structure allows for both independent creative development and collaborative work with a network of freelance creatives, strategists, and specialists. This creates a flexible, project-oriented environment that implements both in-house projects and client commissions with the same design consistency and attention to detail.
Details about my professional career and design background can be found under “About Me” .
value system
Values & Principles
Design approach
Design is an expression of attitude. Every visual decision follows an inner conviction and contributes to identity.
Strategic clarity
Creative excellence arises from a clear focus. Decisions are based on focus, direction, and goal.
Strategic depth
Design is effective when it is conceived in multiple dimensions – with conceptual substance and a long-term perspective.
Authenticity & Depth
Communication arises from genuine content, an honest attitude, and the courage to allow for depth.
Courage & Incomparability
Brands gain relevance when they strategically position themselves outside conventional competitive patterns – with a clear stance and creative independence.
Opposites Attract
Tension arises from contradiction. Contrasts generate relevance, friction, and creative energy.
Cultural relevance
Design is part of cultural discourse. Brands are developed to generate resonance and reflect the spirit of the times.
Excellence & Benchmark Thinking
Every project is a statement. The goal is not mediocrity, but the definition of new standards.
Durability & resilience
Design with substance outlasts trends. Brands are conceived for lasting impact.
Impact & Responsibility
Design has consequences. Design is understood as a social force – conscious, sustainable and ethical.
What makes BA different?
Black-Alaska represents decades of international experience in the streetwear, skate, surf, and coffee industries – gained in key design roles within the headquarters of industry-leading companies and brands. This expertise encompasses global markets from Australasia and the US to Central Europe and flows directly and authentically into every project.
As an individual, my focus is on long-term transformation projects for small and medium-sized enterprises (SMEs) – with direct access to relevant decision-makers or privately held companies. Collaboration deliberately takes place outside of traditional agency structures: no changing contacts, but rather personal support and direct exchange with David Schärf.
Each project receives individual attention – with consistent design, strategic depth, and a clear understanding of the brand's cultural relevance. Black-Alaska is not an anonymous creative system, but a deliberately streamlined model: focused, independent, and personal. Solutions don't emerge from scalable templates or standardized processes, but from genuine need – developed collaboratively, as equals, with respect, clarity, and without compromising on design.