Strong companies
should reflect their
real value.
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Brand strategist and creative director for industrial, technology and B2B companies. I close the gap between a company’s real value and market perception.
ROKE Swiss
Precision Engineering · 2025
Brand strategist.
Creative director.
Systems architect.
I help industrial, technology and B2B companies close the gap between real value and market perception.Often the product is strong, the engineering is serious and the team has real expertise. But the market does not always understand the value quickly enough. That gap can make a premium company look average, a complex product look generic and an international opportunity harder to win.
My work turns complexity into clear positioning, credible brand systems and communication that helps buyers, partners and investors understand why a company matters.
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.
My practice focuses on companies where trust is critical, products are complex, audiences are demanding and surface design is not enough.
Complexity becomes structure, stronger market perception and clearer commercial value.
"The brand is not decoration. It is commercial clarity under pressure."
– Alexander Kohl
When a business changes ownership, structure or market, or launches new products, it’s not always clear to its audience what has changed or where the company now stands.
I help companies make that transition clear: after a carve-out, acquisition, rename, standalone launch, market entry, business-unit consolidation or portfolio company transformation.
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
Find the gap. Clarify the value. Build the system.
Every visual decision must serve a commercial purpose. Research before aesthetics. Strategy before form. Clarity before expression.
A senior diagnostic of the business context, market pressure, competitors, internal fragmentation and transition risks. For companies that need to understand what weakens perception, trust and market clarity, especially during repositioning, carve-out, market entry or portfolio transformation.
RESULT: BRAND REVIEW · VISUAL RISKS · POSITIONING GAPS · TRANSITION RISKS · PRIORITY ACTIONS · NEXT-STEP LOGIC
Find the core advantage, audience logic, trust signals and category tension. Build 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.
RESULT: AUDIENCE LOGIC · CATEGORY CODES · CORE ADVANTAGE · TRUST SIGNALS · MARKET NARRATIVE · TOUCHPOINT MAP · LAUNCH ROADMAP
Create positioning, brand architecture, messaging, strategic hierarchy and market-facing narrative. Build the logic that turns strategy into the foundation for a coherent, scalable and production-ready brand system.
RESULT: POSITIONING · BRAND ARCHITECTURE · MESSAGING SYSTEM · STRATEGIC HIERARCHY · MARKET NARRATIVE
Develop identity, brand language, applications and launch materials. Create a precise visual system that turns strategy into a distinctive, scalable and production-ready brand language, where identity, digital presence, presentations and launch assets work together.
RESULT: LOGO SYSTEM · TYPOGRAPHY · COLOUR · IMAGERY PRINCIPLES · LAYOUTS · KEY APPLICATIONS · WEBSITE DIRECTION · SALES DECK · PACKAGING · EXHIBITION
Prepare guidelines, templates, rollout logic and launch materials so the system keeps working across teams and markets. Provide senior creative control for teams that already have resources but need direction, quality standards and launch consistency.
RESULT: GUIDELINES · TEMPLATES · ROLLOUT ASSETS · ART DIRECTION · VENDOR BRIEFING · DESIGN REVIEW · PRODUCTION CONTROL · VISUAL GOVERNANCE
I work where strong companies
are not clearly understood.