germany
T-Mobile
MOBILE
Over roughly half a decade, I led and delivered creative work for T-Mobile Germany across the full brand ecosystem: from early concept to final execution. Our responsibility covered both strategic direction and hands-on design across digital, physical, and media channels.
The scope included app and interface design, motion design, print and editorial design, advertising campaigns, TV and radio commercials, branding systems, product and packaging design, and point-of-sale environments. Each project was managed end-to-end: shaping the idea, defining the creative strategy, building the visual language, and carrying it through production and rollout.
The result was a broad, integrated body of work that kept brand expression consistent while adapting to very different formats, audiences, and business goals.
From 2017 - 2021, we developed the creative strategy for T-Mobile Germany’s TV commercial campaigns with the goal of building long-term brand recognition through personality, humor, and consistency. To anchor the brand voice, we cast two nationally recognized comedians, Christian Ulmen and Fahri Yardim, who became the recurring faces of the brand across multiple campaigns.
TV
Their dynamic chemistry created a distinctive narrative style that made T-Mobile’s messaging both memorable and emotionally engaging. The success of this approach led Telekom Germany to continue working with them as the official brand ambassadors for MagentaTV, the company’s own streaming service.
The commercials significantly exceeded performance expectations:
+95%
product awareness increase
89%
sales uplift
This resulted in a strong contribution to positioning MagentaTV ahead of its competitors in the German IPTV market.
This long-term creative strategy transformed individual commercials into a recognizable brand universe, proving that consistent storytelling can drive both cultural relevance and commercial impact.
EDITORIAL
EDITORIAL
Beyond content and design, we oversaw the entire production process, including layout, proofing, and quality control, ensuring consistency across every issue.
Our work transformed the magazine from a traditional corporate publication into a modern lifestyle and brand medium that strengthened emotional connection with its audience.
In recognition of this creative and strategic achievement, Mehr Magenta was awarded the German Brand Award 2021 for excellence in brand communication.
For Mehr Magenta, T-Mobile’s proprietary customer magazine, my team and I were responsible for the complete creative and editorial concept: from strategy to final production.
We developed the editorial framework, curated and conducted interviews, and designed the magazine as a brand experience that translated T-Mobile’s values into engaging, accessible storytelling.
The rollout was executed at scale. We equipped 500+ T-Mobile stores with custom modules, displays, and décor.
In addition, we designed promotional and product walls, floor, wall, and window graphics, and large-scale installations for both flagship stores and partner locations.
The result was a cohesive retail system that balanced sustainability, functionality, and brand impact: transforming point of sale into a consistent, immersive brand experience across Germany.
POS
We led the creative strategy and design for T-Mobile Germany’s 2022 Shop Concept, titled Green Magenta. The goal was to rethink the retail experience through a more sustainable, modular, and interaction-driven approach, while evolving the brand toward a cleaner, greener, and more contemporary aesthetic.
The use of sustainable & responsible materials
Modular design systems
Enhanced interaction opportunities
Modern visual language
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Material reduction and responsible sourcing
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Recyclable and low-impact substrates
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Efficient structural concepts to reduce excess volume
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Clean, brand-aligned visual design
The result was packaging that met sustainability goals while remaining functional, scalable, and visually consistent with T-Mobile’s brand standards.
We developed a range of sustainable packaging solutions across multiple product categories, including consumer goods, tech accessories, and promotional items. The objective was straightforward: reduce environmental impact without sacrificing functionality, usability, or brand presence.
Our approach combined eco-friendly materials with smart structural design to minimize waste, improve recyclability, and streamline production. Each packaging system was engineered to be practical in handling and logistics while still delivering a clear and recognizable brand experience.
packaging
We developed the updated corporate branding system that evolved T-Mobile’s visual language from rigid, container-based layouts to a more fluid, “liquid” design framework. The shift was intentional: move away from static boxes and fixed structures toward a more dynamic visual system that allows motion, flexibility, and contemporary expression.
This liquid approach expanded the creative range of the brand while maintaining recognizability. It enabled more adaptive compositions, stronger visual flow, and more modern storytelling across channels and formats.
Our scope included:
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Defining the new corporate design direction
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Building the brand guidelines and usage systems
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Translating the liquid design logic into practical rules and templates
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Preparing the framework for cross-channel scalability
The guidelines were rolled out and applied nationally, creating a more modern, flexible brand presence while preserving consistency across campaigns, platforms, and environments.
branding
