I turn business
chaos into clear
brand systems.
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Brand strategist & creative director for industrial and B2B companies entering international markets. Brand systems for companies with big ambition, complex products and high trust requirements.
ROKE Swiss
Precision Engineering · 2025
Brand strategist.
Creative director.
Systems architect.
I specialize in brand strategy, identity systems and visual design for industrial, technology and B2B companies preparing to compete in international markets.
For over 18 years, I have worked with manufacturers, infrastructure operators, institutional brands and deep-tech companies: from strategy and positioning to identity, visual systems and go-to-market materials.
I help companies in complex transition moments: market entry, repositioning, carve-outs, business-unit consolidation, standalone platform launches and post-acquisition brand clarity.
I do not decorate complexity. I turn it into structure, status and commercial value.
My practice focuses on companies where trust is critical, products are complex, audiences are demanding and surface design is not enough. Research comes before aesthetics. Every visual decision earns its place by serving a commercial reality.
"The brand is not decoration. It is commercial clarity under pressure."
– Alexander Kohl
When companies change structure, ownership, market or ambition, brand becomes part of value creation.
I work with companies that need to become clearer, more credible and more commercially legible during moments of transition: when a business separates from a group, enters a new market, consolidates several product lines or needs to present itself as a stronger standalone platform.
REQUEST A SHORT STRATEGIC DECK →For private equity, portfolio operations and industrial transformation teams.
Carve-outs and separations
Post-acquisition repositioning
Standalone company launches
Business-unit consolidation
International market entry
Portfolio-company transformation
Industrial companies moving from supplier perception to platform credibility
Market-facing narrative
Positioning and strategic hierarchy
Brand architecture
Sales and investor materials
Customer trust signals
Internal alignment
Launch and rollout logic
Cut through the chaos. Find the core.
Build a brand system that works.
Every visual decision must serve a commercial
purpose. Strategy before form, always.
Research before aesthetics.
Hidden mechanics before visible form.
Each engagement is shaped around
the real business problem: market pressure,
internal complexity, audience trust and launch readiness.
A senior diagnostic for companies that need to understand what weakens perception, trust and market clarity, especially during repositioning, carve-out, market entry or portfolio transformation.
BRAND REVIEW · VISUAL RISKS · POSITIONING GAPS · TRANSITION RISKS · PRIORITY ACTIONS · NEXT-STEP LOGIC
A strategic map for companies preparing to enter a new market, reposition, separate from a larger group, launch as a standalone platform or present themselves at a higher level.
AUDIENCE LOGIC · CATEGORY CODES · MARKET NARRATIVE · BRAND ARCHITECTURE · TOUCHPOINT MAP · LAUNCH ROADMAP
A precise visual system that turns strategy into a distinctive, scalable and production-ready brand language.
Logo system · typography · colour · imagery principles · layouts · key applications
A complete market-facing system for companies that need identity, digital presence, presentation and launch assets to work together.
Identity · website direction · sales deck · packaging · exhibition · rollout assets
Senior creative control for teams that already have resources but need direction, quality standards and launch consistency.
Art direction · vendor briefing · design review · production control · visual governance
I work where complexity is high,
trust is critical and surface
design is not enough.