Context
Kerbholz was a sustainability-led lifestyle brand with a strong product story, but its visual presence needed more clarity, consistency, and relevance across digital touchpoints. The brand had recognizable values around natural materials, conscious production, and timeless design, but the challenge was to translate those values into a sharper creative direction that could support campaigns, product storytelling, and e-commerce.
Role
As Art Director and Creative Lead, I guided the brand’s creative refresh across strategy, campaign planning, CRM, social, and e-commerce. My work included leading brand audit workshops, identifying what needed to be kept, refined, or replaced, developing creative direction, planning campaign assets for seasonal and product launches, and managing the design rollout across homepage banners, email newsletters, paid ads, and social content.
Approach
The focus was on making Kerbholz feel more intentional without losing the quiet, natural character of the brand. I looked at the brand through its core values, product categories, sustainability claims, customer expectations, and competitive landscape to define a clearer visual and messaging direction. From there, the goal was to build a more usable creative framework that could make each campaign feel more consistent, while still giving the team enough flexibility for seasonal moments, product pushes, and commercial priorities.
Output
The work spanned brand audit materials, creative direction, campaign planning, BFCM assets, homepage banners, email newsletters, paid social, organic content, and design guidance for future brand use. For both BFCM and the new lamp product range, I created a structured rollout across key digital touchpoints, balancing commercial clarity with the brand’s more thoughtful, sustainability-led positioning.
Impact
The refresh gave Kerbholz a clearer creative framework and a more structured way to approach campaigns across digital channels. It helped the team align faster on visual direction, campaign priorities, and asset needs, while creating a more consistent brand experience across e-commerce, email, social, and paid placements. The work also supported a sell-out product launch, connecting creative direction with commercial execution.
Services
Art Direction
E-Commerce
Web Design
Campaign Concept
Social Content
Credits
Art Director & Creative Lead: Stephanie Ibanez
Junior Designer & Production Assistant: Flo Van Beveren
Photographer: Christian Rückert
