Hier sammle ich meine Neuigkeiten, Artikel, Perspektiven, Vorträge und öffentlichen Beiträge: zur Markenführung an Universitäten, zur Konsolidierung digitaler Strukturen in komplexen Institutionen, zu Marke als Infrastruktur und zu der Frage, was KI an Organisation und Führung verändert.
Artikel, Events und öffentliche Beiträge
Das FAU Brand Portal ist live
Die visuelle Identität der FAU: Gestaltung, Bildsprache, Signaletik und ein Web-Designsystem.
Hochschulwebsites als Organisationsfrage
Fünf Lehren aus dem Relaunch von mehr als 1.100 Webauftritten.
w3 Awards: 3-fach ausgezeichnet
Einmal Gold, zweimal Silber: Die w3 Awards 2026 zeichnen den FAU Webrelaunch gleich dreifach aus.
Dreimal MUSE für die FAU
Zweimal Gold, einmal Silber bei den MUSE Creative Awards 2026 für den FAU Webrelaunch.
Organigramm vs. User Journey
Teilnahme an der Podcastfolge für Inside Hochschulkommunikation (Inside HKomm) zum FAU Webrelaunch.
1.100 Websites. Ein System.
Talk auf dem Nürnberg Digital Festival: vom Verwaltungsauftritt zum digitalen Ökosystem.
Markenführung an Universitäten
Brand Governance und institutionelle Strukturen im Fokus.
Future Marketing Leadership
Panel-Teilnahme zum Thema Marketing Leadership im KI-Zeitalter.
Ordnung als Markenstrategie
Interview von Hype & Hebel zum Thema KI-Readiness im FAU Webrelaunch.
Ich denke in Systemen, nicht in Funktionen oder Fragmenten. Mich interessieren die Muster, die eine Institution zusammenhalten, und die Strukturen, in denen aus vielen Stimmen ein erkennbares Ganzes wird.
People, the real value. A university’s offer is created every semester by the people who teach, study, research and work there.
Brand work gives that value one form, so it can be felt and seen, outside and inside.
Oktober 2026
Members, not customers. A university brand is not sold to its members. It is built, held and inherited by them.
A community people choose, and carry with them long after they leave.
September 2026
Consistency does not happen by itself. It is compound interest: every page that speaks in the university’s voice adds to the recognition the last one earned.
Rules inside the system, not beside it. The easy path is the one that holds.
September 2026
Before design school, I learned to listen to materials. A joint either holds or it does not. Judgement is built by doing, failing and trying again.
You earn your way inwards. And the centre has to stay open.
August 2026
Infrastructure over rebranding. A university does not need a new surface. It needs a shared foundation that carries every website it builds.
1,100 websites, one home, one voice. Built inside the system, not around it.
August 2026
My favorite kind of work: building what stays. A visual world is exactly that. Built not only for today, but for the future of the institution.
Brand is infrastructure. Sometimes it looks like a student on a train.
Juli 2026
Brand is infrastructure. And like any infrastructure, you rarely notice it when it works. You simply rely on it.
The goal is simple: building and maintaining the infrastructure that enables one strong Institution.
Juli 2026
If AI strategy starts with technology, it starts in the wrong place. Because no AI system survives as a technical initiative alone.
Adoption does not happen in the technical system. It happens between people.
Juni 2026
In brand, there is no neutral touchpoint. Every contact a person has with an institution creates, or reinforces associations.
Brand does not stop working because the audience considers itself immune to it. It works anyway.
Juni 2026