Turn your business into an iconic brand with confidence and ease.
Top-tier rebranding consulting, brand strategy, name creation, and creative guidance.
Services
With 15 years of experience working with top brands like Miele, AOK, BMW, and MetaDesign, I help global corporations rebrand, startups gain clarity, and agencies strengthen their teams. Together, we simplify the complex, make bold ideas tangible, and turn uncertainty into confidence. Let’s connect and get started.
Experience
After over 200 branding projects, I know what it takes to realize a brand’s full potential.
My client work, predominantly at Germany’s largest brand consultancy MetaDesign, spans diverse industries—from automotive and tech to healthcare, retail, and energy. Many of these projects have earned prestigious honors, including Red Dot, IF Design, and Rebrand awards.
Do you need to steer a comprehensive rebranding?
Brand Management
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Need to evaluate whether a rebranding is necessary?
Together, we’ll assess how well your brand aligns with your business strategy, reflects future trends and audience needs, and stands out from the competition.
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Need to set up a rebranding project?
Together, we’ll create a realistic timeline, forecast investment, and identify the key stakeholders and service providers needed to ensure your rebranding is a complete success.
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Need an interim manager to steer your rebranding project?
I’ll seamlessly integrate into your team, managing the rebranding process with internal and external stakeholders and service providers—allowing you to focus on your existing responsibilities.
Do you seek strategic clarity for your brand and portfolio?
Brand Strategy
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Need to position your brand for success?
Together, we’ll carve out a unique market position, define a powerful purpose and vision, and craft a strong proposition and character to guide your brand’s creative expression, culture, and content.
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Need to organize your brand, product, or service portfolio?
Together, we’ll streamline your business, offer, and retail brands, creating a clear system that makes it easy for your audiences to navigate and engage with.
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Need your brand experience to reflect your strategy?
Together, we’ll define how your brand positioning translates into appearance, content, and behavior, giving you the confidence to create a cohesive brand expression and align your creative teams effectively.
Do you want to refresh your name, content or design?
Brand Experience
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Need a name for your company, product, or service?
Together, we’ll pinpoint what a strong name means for your business goals, develop impactful options, and test for functionality, linguistics, and availability.
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Need to enhance your brand appearance?
Together, we’ll conduct a gap analysis to identify what needs improvement, then source and contract the right creative partner—whether it’s a top agency or a skilled freelancer—tailored to your project and industry.
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Need a new tone of voice and effective brand writing?
Together, we’ll develop a brand language that ensures everyone in your company communicates "on brand." We’ll also create modular content blocks for your brand’s key messages, tailored to different audiences.
Do you need to activate your brand across the company?
Brand Implementation
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Need to launch your brand and align employees with it?
Together, we’ll create a strategic plan to introduce your new brand to the market with the right impact, while engaging and training your employees to communicate and embody it effectively.
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Need the right platforms, tools, and team to manage your brand?
Together, we’ll select and implement a brand knowledge management platform tailored to your company’s needs, and establish the processes and team required to keep your brand running smoothly.
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Need to transition to a new brand appearance smoothly?
Together, we’ll develop a prioritized changeover schedule for your brand’s media and touchpoints that optimizes investment—whether you’re a startup or a global corporation, there’s always a more efficient way.
Here’s what my partners have to say about our collaboration.
Voices
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Jörg Liebeskind
Senior Director Brand, Conrad
“I worked with Jörg at MetaDesign on DATEV's brand experience strategy. He demonstrated exceptional leadership, managed projects with precision, and applied design thinking to drive innovation. Jörg stays focused under pressure and inspires confidence. Highly recommended for strategic brand projects.”
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Sven Schneider
Head of Future Business Design, Miele
“Jörg is a brilliant strategist who seamlessly blends brand and business strategy. Working with him on Miele's future brand strategy was both a pleasure and truly inspiring. His insights, structure, and creativity, combined with strategic thinking, brought immense value to the project. Thank you for the inspiring discussions!”
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Jutta Rick
Head of Strategic Projects, AOK
“Jörg demonstrated exceptional leadership skills, a quick grasp of complex dynamics, and a strong understanding of our organization’s structures and processes. His contributions were instrumental in aligning all 12 partners and stakeholders to achieve a unified vision for the new corporate design of the AOKs.”
Learn about some of my most cherished projects .
Projects
AOK
Positioning AOK as the Inclusive Health Leader
Already the largest health insurance provider, AOK’s rebranding positioned it as an iconic, inclusive brand for all. As project lead at MetaDesign, I guided the transformation, managing a diverse team, reorganizing the service portfolio, and planning internal activation, the public launch, and touchpoint migration.
Liebherr
Elevating Liebherr’s position as a global engineering icon
Liebherr unlocked its potential as a German engineering icon, standing on par with global competitors like CAT. The brand refresh united 13 diverse business areas under one cohesive brand, with a unified experience that spanned design, language, and interactions. As the project lead and lead strategist for the MetaDesign team, I consulted on execution and implementation while shaping the brand’s character and proposition.
Miele
Elevating Miele to premium brand leadership
Miele embraced its role as a premium leader in the home and kitchen space, infusing the organization with a premium mindset that sparked a transformation across retail, product design, and communications. As lead strategist and project lead at MetaDesign, I worked with the board to set a new brand vision, defined the brand experience across key areas, and planned a seamless launch, including leadership engagement and migration strategy.
Mercedes me
Reinvigorating Mercedes-Benz for the digital age
Mercedes-Benz energized its iconic brand by pioneering a service portfolio for the digital era through Mercedes me. From a bold idea to a fully launched brand by the CEO in just one year, the transformation positioned Mercedes as a digital leader. As part of MetaDesign’s strategy team, I helped shape the brand positioning, consulted on the service portfolio, and contributed to the app’s UX and information architecture, ensuring a smooth implementation with dealers.
NEOGY
Energizing south tyrol with Alperia’s EV charging brand
Positioning Alperia as a leader in South Tyrol’s electric car charging market, the NEOGY brand was developed from strategy to name and design in just two weeks. As project lead and strategist at MetaDesign, I identified market opportunities, wrote the brand story, and guided the name development.
Let’s connect and explore how we can work together—with a free consultation call.
Contact
Whether you’re curious about how I can help your business or just want to connect, feel free to book a call, drop me an email, or send a message on WhatsApp or LinkedIn.