Laura A.
Freelancer for Brand & Design Strategy
Experience
Dec 2024 - Present
1 yearFreelancer for Brand & Design Strategy
studio.aracena
- Client sectors: home appliances and tech, automotive, pharmaceuticals, healthcare
- Focus areas: product and UX/UI design, design & brand strategy, brand creation and launch, corporate identity, app development support, project management & workshops
Jan 2024 - Dec 2024
1 yearSenior Business Consultant for Brand & Design Strategy
msg systems AG
- Global Brand Director for the Miele Smart Home App (project size: 7000 employees)
- Developed brand-based strategies to evolve 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, and leading stakeholder meetings)
- Team lead of the Dev-Laundry team (analyzing development processes to optimize and ensure on-time implementation, review sessions, and code reviews)
- Lead UX Designer for the Laundry Business Unit (analysis, concept, design, prototyping)
- Global mobile components and design token system development (head and member of the task force)
- Member of the Diversity Committee, topic owner for 'Queer Community Development' and 'Education on the prevention of violence against women at msg systems ag'
- Brand Director and Design Strategy Lead for rebranding msg digital
Feb 2023 - Jan 2024
1 yearBusiness Consultant for Brand & Design Strategy
msg systems AG
- Brand Director for the Miele Smart Home App (project size: 7000 employees)
- Developed brand-based strategies to evolve 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 Dev-Laundry team (analyzing development processes to optimize and ensure on-time implementation, review sessions, and code reviews)
- Lead UX Designer for the Laundry Business Unit (analysis, concept, design, prototyping)
- Global mobile components and design token system development (head and member of the task force)
- Member of the Diversity Committee, topic owner for 'Queer Community Development' and 'Education on the prevention of violence against women at msg systems ag'
- Speaker at industry events on 'Creative leadership and the value of brand and design.'
Sep 2021 - Jan 2023
1 year 5 monthsJunior Brand Strategy Consultant
Kitto Katsu GmbH
- Developed holistic brand and design strategies: naming and storytelling, communication concepts, B2B/B2C communication, product launches and relaunches, social media management, and content creation
- Served as design lead and strategic project manager, handling project management and art direction
- Managed clients: prepared proposals, led negotiations, and handled stakeholder relationships
- Planned and facilitated workshops, and prepared and presented presentations for stakeholder meetings
Jun 2021 - Sep 2021
4 monthsWorking Student in Brand & Design Strategy
Kitto Katsu GmbH
- Developed holistic brand and design strategies: naming and storytelling, communication concepts, B2B/B2C communication, product launches and relaunches, social media management, and content creation
- Planned and facilitated workshops, and prepared and delivered presentations for stakeholder meetings
Jan 2018 - Jan 2019
1 year 1 monthSales and Brand Manager & Back Office Lead
P4 Marketing GmbH
- Order management and sales for the labels: Minimum, Herschel, Kings of Indigo, Bugatti, HEAD
- Showroom design / visual merchandising
- Back office lead responsible for 7 working students
- Sales management: order processing, handling incoming payments, returns processing
- Customer management: acquisition, account management, customer support
- Participation with the mentioned brands at Berlin Fashion Week twice a year
Summary
As an independent freelancer in brand and design strategy with over eight years of experience across various projects, I blend design know-how and strategic insight to create holistic brand solutions. I specialize in product and UX design in complex digital settings as well as full-scale brand consulting. I manage strategic and operational processes, lead teams and stakeholder meetings, and support projects from concept to implementation. My aim is to bring brand value to life, boldly question conventions, and make design a core strategic asset.
Languages
German
NativeEnglish
AdvancedSpanish
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