Laura Aracena - Freelancer for Brand & Design Strategy

Q: Where is Laura based?

Laura is based in Berlin, Germany and can operate in on-site , hybrid , and remote work models.

Q: What languages does Laura speak?

Laura speaks the following languages: German (Native), English (Advanced), Spanish (Intermediate) .

Q: How many years of experience does Laura have?

Laura has at least 6 years of experience. During this time, Laura has worked in at least 6 different roles and for 4 different companies . The average length of individual experience is 1 year and 11 months . Note that Laura may not have shared all experience and actually has more experience.

Q: What is Laura's latest experience?

Laura's most recent position is Freelancer for Brand & Design Strategy at studio.aracena .

Q: What companies has Laura worked for in recent years?

In recent years, Laura has worked for studio.aracena , msg systems AG , and Kitto Katsu GmbH .

Q: Which industries is Laura most experienced in?

Laura is most experienced in industries like Information Technology (IT) , Manufacturing , and Advertising . Laura also has some experience in Professional Services and Fashion and Apparel .

Q: Which business areas is Laura most experienced in?

Laura is most experienced in business areas like Marketing , Product Development , and Project Management . Laura also has some experience in Strategy and Planning , Information Technology (IT) , and Customer Service .

Q: Which industries has Laura worked in recently?

Laura has recently worked in industries like Information Technology (IT) , Manufacturing , and Advertising .

Q: Which business areas has Laura worked in recently?

Laura has recently worked in business areas like Marketing , Product Development , and Project Management .

Recommended expert

Berlin, Germany

Experience

Dec 2024 - Present

1 year 3 months

Freelancer for Brand & Design Strategy

studio.aracena

Studio.aracena is a freelance design studio and IT consulting agency for developing digital solutions with a focus on strategic design that holistically supports brand values and business goals
Product Design UX/UI
Design & Brand Strategy
Brand creation and launch
Corporate Identity
Support in app development
Project management & workshops

Jan 2024 - Dec 2024

1 year

Senior Business Consultant for Brand & Design Strategy

msg systems AG

Global Brand Director for the Miele Smart Home App (project size of 7000 employees)
Developing brand-based strategies to advance the design strategy of the Miele Smart Home App and the global Miele brand in collaboration with other departments
Team lead of the Smart Home UX team (brand implementation, budget management, roadmap planning, workshop creation and facilitation, capacity planning, stakeholder meetings)
Team lead of the Laundry dev team: analyzing development processes to optimize and ensure timely implementations, review sessions and code reviews
Lead UX Designer for the Laundry Business Unit (analysis, concept, design, prototyping)
Leader and member of the task force for Global Mobile Component and Design Token System development
Member of the Diversity working group, topic owner for queer community development and education on preventing violence against women at msg systems ag
Brand Director and Design Strategy Lead for rebranding msg digital

Feb 2023 - Jan 2024

1 year

Business Consultant for Brand & Design Strategy

msg systems AG

Brand Director for the Miele Smart Home App (project size of 7000 employees)
Developing brand-based strategies to advance the design strategy of the Miele Smart Home App and the global Miele brand in collaboration with other departments
Team lead of the Smart Home UX team (brand implementation, workshop creation and facilitation)
Team lead of the Laundry dev team: analyzing development processes to optimize and ensure timely implementations, review sessions and code reviews
Lead UX Designer for the Laundry Business Unit (analysis, concept, design, prototyping)
Leader and member of the task force for Global Mobile Component and Design Token System development
Member of the Diversity working group, topic owner for queer community development and education on preventing violence against women at msg systems ag
Speaker at industry conferences on creative leadership and the value of brand and design

Sep 2021 - Jan 2023

1 year 5 months

Junior Brand Strategy Consultant

Kitto Katsu GmbH

Developing holistic brand and design strategies: naming and narratives, communication concepts, B2B/B2C communication, launches and relaunches, social media management and content creation
Design lead and strategic project management, project management and art direction
Client management: proposal creation and negotiations, stakeholder management
Preparing and facilitating workshops, creating and delivering presentations for stakeholder meetings

Jun 2021 - Sep 2021

4 months

Working Student in Brand & Design Strategy

Kitto Katsu GmbH

Developing holistic brand and design strategies: naming and narratives, communication concepts, B2B/B2C communication, launches and relaunches, social media management and content creation
Preparing and facilitating workshops, creating and delivering presentations for stakeholder meetings

Jan 2018 - Jan 2019

1 year 1 month

Sales and Brand Manager & Back Office Lead

P4 Marketing GmbH

Ordering and distribution for the labels Minimum, Herschel, Kings of Indigo, Bugatti, HEAD
Showroom design and visual merchandising
Back Office Lead responsible for 7 working students
Sales management: order acceptance, handling incoming payments, returns processing
Customer management: acquisition, customer care, customer support
Participating with the brands at Berlin Fashion Week twice a year

Industries Experience

See where this freelancer has spent most of their professional time. Longer bars indicate deeper hands-on experience, while shorter ones reflect targeted or project-based work.

Experienced in Information Technology (3 years), Manufacturing (2 years), Advertising (1.5 years), Professional Services (1 year), and Fashion (1 year).

Information Technology

Manufacturing

Advertising

Professional Services

Fashion

Business Areas Experience

The graph below provides a cumulative view of the freelancer's experience across multiple business areas, calculated from completed and active engagements. It highlights the areas where the freelancer has most frequently contributed to planning, execution, and delivery of business outcomes.

Experienced in Marketing (4.5 years), Product Development (3 years), Project Management (2.5 years), Strategy (2.5 years), Information Technology (2 years), and Customer Service (1 year).

Marketing

Product Development

Project Management

Strategy

Information Technology

Customer Service

Summary

As a freelance brand and design strategy consultant with over 8 years of professional experience in various project environments, I combine design and strategic understanding to develop holistic brand solutions. My expertise lies in product and UX design within complex digital environments as well as in comprehensive brand consulting. I manage strategic and operational processes, lead teams and stakeholder meetings, and guide projects from concept to implementation. My goal is to activate brand value, boldly question conventions, and anchor design as a core strategic tool.

Languages

German

Native

English

Advanced

Spanish

Intermediate

Profile

Created

November 2025

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Laura based?

Laura is based in Berlin, Germany and can operate in on-site, hybrid, and remote work models.

What languages does Laura speak?

Laura speaks the following languages: German (Native), English (Advanced), Spanish (Intermediate).

How many years of experience does Laura have?

Laura has at least 6 years of experience. During this time, Laura has worked in at least 6 different roles and for 4 different companies. The average length of individual experience is 1 year and 11 months. Note that Laura may not have shared all experience and actually has more experience.

What roles would Laura be best suited for?

Based on recent experience, Laura would be well-suited for roles such as: Freelancer for Brand & Design Strategy, Senior Business Consultant for Brand & Design Strategy, Business Consultant for Brand & Design Strategy.

What is Laura's latest experience?

Laura's most recent position is Freelancer for Brand & Design Strategy at studio.aracena.

What companies has Laura worked for in recent years?

In recent years, Laura has worked for studio.aracena, msg systems AG, and Kitto Katsu GmbH.

Which industries is Laura most experienced in?

Laura is most experienced in industries like Information Technology (IT), Manufacturing, and Advertising. Laura also has some experience in Professional Services and Fashion and Apparel.

Which business areas is Laura most experienced in?

Laura is most experienced in business areas like Marketing, Product Development, and Project Management. Laura also has some experience in Strategy and Planning, Information Technology (IT), and Customer Service.

Which industries has Laura worked in recently?

Laura has recently worked in industries like Information Technology (IT), Manufacturing, and Advertising.

Which business areas has Laura worked in recently?

Laura has recently worked in business areas like Marketing, Product Development, and Project Management.

What is the availability of Laura?

Laura is immediately available full-time for suitable projects.

What is the rate of Laura?

Laura's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.