I work with lifestyle brands,

startups & founders.

More about me

I work with

lifestyle brands,

startups & founders

More about me

Introduction

Hello! I’m Lena, a communication design graduate and freelance brand designer based near Munich (Bad Aibling).

I grew up close to the Alps and started freelancing while I was still studying — taking on my first projects, experimenting a lot and slowly finding my own way of working.

Along the way, I spent one and a half years at Circula as part of the in-house design team. It was an incredibly valuable time that taught me how brands grow, evolve and stay consistent across different teams and touchpoints.

After working in the tech world, I knew I wanted to move more into lifestyle branding. I started sharing my work and creative ideas on social media through my personal brand @whataboutlena, which helped me become more visible in the lifestyle space and connect with brands that felt closer to my own interests.

That’s how I started working with more lifestyle brands and gradually shifted my focus towards what I do today: brand strategy & branding.

Today, I help lifestyle brands build identities that are bold without being loud and clean without feeling generic.
I love finding that balance between strong ideas, thoughtful details and a visual language that feels distinctive and true to the brand.

When I’m not designing, I’m usually outside…
Running, on my road bike or somewhere in the mountains. Growing up close to the Alps definitely stuck with me, and being outdoors is still one of my favorite ways to reset and find new inspiration.

Branding process

Analysis & Strategy

Every project starts with understanding your brand. Through a kickoff call and a detailed brand questionnaire, we dive into your goals, vision and what your brand really needs — whether we’re starting from scratch or evolving what’s already there.
I analyze everything we uncover and turn those insights into a clear strategic and visual direction. Together, we make sure we’re aligned before moving forward. Because good design shouldn’t just look good — it should work for your brand.

Experimentation

This is where my personal fun begins. Once the direction is clear, I turn it into a creative playground — experimenting with typography, color, composition, imagery and different visual approaches.
Nothing’s off-limits here. I test, combine, rethink and refine to see how everything works together.
It’s about exploring freely, failing fast and finding a visual language that feels right for your brand.

Implementation

This is where everything comes together and the brand starts to take shape. I refine the chosen direction and turn all the individual elements into a cohesive and functional visual identity.
The result is a complete brand system with clear guidelines for typography, color, imagery and application — giving you everything you need to bring your brand to life consistently across every touchpoint.

Capabilities

Brand Strategy & Design

From first idea to a complete visual identity. I combine strategic thinking with bold, thoughtful design to create brands that not only look good, but feel right and work across every touchpoint.

Packaging & Print

For Print and Packaging, I create high-quality designs that bring a brand's identity to life in the physical world. With a strong passion for embossing, foiling, and other special finishes, I love preserving the art of print in a digital-driven world. I enjoy working in an experimental and explorative way, pushing creative boundaries while keeping designs functional. Whether it's custom packaging or premium printed materials, my goal is to craft tactile experiences that elevate the brand’s story.

Illustration

I provide illustration services in a range of styles and techniques, working both analog and digitally. This includes creating hand drawn logos, as well as illustrations for branding, editorial, and other projects. My approach is adaptable to suit the unique needs of each client.

Imagery/Photography

From portraits and product photography to fully developed visual worlds, I create imagery that feels true to your brand. With my own professional camera equipment, I can plan and shoot visuals myself or use AI to create imagery when it’s the better fit. When working with AI, my goal is simple: visuals that feel intentional, natural and on-brand — not like AI. AI, but make it feel real.

Digital & Social

My digital design services include the creation of designs for websites, apps, social media, pitch decks, e-books, and more. The focus is on creating clean and functional layouts that enhance user experience while maintaining aesthetic quality.

Webdesign

I offer web design and implementation in Framer or Webflow for smaller projects, ensuring clean and functional results. For complex or larger website projects, I refer clients to my trusted partner, who specializes in such projects.

Brand Strategy & Design

From first idea to a complete visual identity. I combine strategic thinking with bold, thoughtful design to create brands that not only look good, but feel right and work across every touchpoint.

Packaging & Print

Illustration

Imagery/Photography

Digital & Social

Webdesign

Brand Strategy & Design

From first idea to a complete visual identity. I combine strategic thinking with bold, thoughtful design to create brands that not only look good, but feel right and work across every touchpoint.

Packaging & Print

Illustration

Imagery/Photography

Digital & Social

Webdesign

My daily tools