Every engagement is different. The process never is. Starting, correcting, or rebuilding — the methodology is the same.
A private aviation brokerage targeting founders, athletes, and executives. They had something — clients, a proposition, a presence — but the brand wasn't communicating what they actually were. Full repositioning and complete identity system delivered in a single engagement.
New Air Club had real clients, a clear service proposition, and genuine credibility — but the brand wasn't carrying any of it. The visual language wasn't communicating what they actually were, and the materials weren't matching the audience they were serving: founders, athletes, and executives representing new wealth and new standards.
They knew something was off. The brief was to find exactly what it was, define where the brand should sit, and rebuild everything precisely around that position.
A warm, restrained palette extracted from the imagery direction: deep warm black, cream, film grain grey, muted gold. Acumin Variable Concept as the type system — condensed medium for display, light for body. Photography direction emphasizing tarmac arrivals, natural stride, film grain over flash.
Every deliverable built as a coherent system — the business card, the letterhead, the PowerPoint template, and the brand guidelines HTML all speaking the same visual language precisely.
A proposed seven-story brewing landmark for Munich, celebrating Bavaria's brewing heritage through the six Oktoberfest breweries — Augustiner, Paulaner, Hacker-Pschorr, Hofbräu, Spaten, and Löwenbräu. Starting from concept.
A landmark destination concept requires a brand identity that can carry dual audiences: local Bavarians who hold the brewing heritage close, and international visitors discovering it for the first time. The identity needed to feel historically grounded without being nostalgic, and architecturally ambitious without being cold.
The additional constraint: bilingual — English and Bavarian dialect — with both language versions carrying equal weight and authenticity.
A dark background identity with gold accents. Cormorant Garamond as the primary typeface — editorial, historically resonant, European in its bones. The visual language draws from brewery labels, architectural lettering, and the Bavarian Baroque rather than generic Oktoberfest conventions.
A bilingual single-page website — dasfassl.org — featuring all six brewery partners, the architectural concept, and the cultural positioning of the landmark.
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