FC Bayern München — Brand Design, Campaigns & Art Direction

This is an overview of my work for FC Bayern München, one of the world’s most iconic sports brands.
Over more than four years, I held different creative roles — shaping campaigns, leading art direction, and developing out-of-home concepts seen across Germany and beyond.

A major milestone was the complete brand refresh of FC Bayern, including the new design system and its full implementation across all channels.

I later shared insights about this process on stage at OMR, Europe’s largest marketing festival (in German)
Watch the talk here → https://youtu.be/yYg2CJGtvn4?si=u95CTt5Q33bVObqB&t=870