So it was clear — it had to be brands. At the age of 14, I was given my first insights into the world of design at my uncle's graphic design company. But a whole new world opened up for me in 2003 in the marketing department of the fashion company Clinton, which at that time already had 70 stores in Germany and Austria.
With enthusiasm, empathy and courage
How a logo changed my life forever
My journey with brands did not begin in an office, but at an old printer in my mother's laboratory. I was a child, fascinated by Nike and its unique logo, which I printed out – and for the first time realized: Brands are made. They arise from ideas, design and meaning. That moment has never left me and was the beginning of an incredible journey.
And once again, a whole new world opened up
I was thrilled, and it was clear: I had to study this — the sky's the limit.
This is how my journey of discovery unfolded
With this energy, I completed my studies with honors and was now ready and even more motivated to embark on my journey through the agency world.
I wanted to see and learn as much as possible. In addition to technical expertise ranging from communication to design, brand development to corporate design, and campaigns to experiential worlds, I also got to know a wide variety of philosophies and cultures.
At Kuhn Rikon I was finally able to combine all my skills and focus on one brand for the first time in the long term. I started out as a brand designer, then shortly afterwards became brand manager and art director. I have now been shaping the Kuhn Rikon brand for a decade and am also responsible for all packaging development. I have personnel responsibility and really enjoy what I do.
Learned a lot thanks to strong brands
Thanks to the diverse agencies and their exciting clients, I was able to learn a lot.
Expert level: Brands from a wide range of sectors, from medium-sized companies to large corporations, have confronted me with a very diverse range of challenges that have enabled me to grow continuously. They have sharpened my perception and made my thinking more flexible. I have learned to interact professionally and positively with a wide variety of personalities.
Social level: Sometimes working alone, sometimes as part of a small team, and sometimes in larger project working groups, I have acquired extensive skills in internal and cross-team and cross-departmental cooperation. Diverse corporate cultures, leadership styles, work philosophies, and learning and organizational formats have enriched me and opened up new perspectives on collaboration and solution finding.
What drives me
is the search for exciting challenges and surprising solutions. I believe in brands that are not only visible but also tangible. Brands that are open, listen and act in a culturally resonant way. Brands that don't strive for perfection but for humanity. Brands that not only think sustainably but also act regeneratively and see technology not as a tool but as part of their identity.
PRINCIPLES
Authenticity and long-term consistency
I believe in coherent and honest solutions that are systematic and long-term. This can result in a positive and «genuine» personality that leads to credibility. This is how you achieve lasting success that you can be proud of.
Authenticity is credibility
01
Simplicity through reduction and focus
Simplicity and a logical structure create clarity, provide orientation, and make things concrete and understandable. In times of ever-increasing complexity, reduction and focus create positive experiences that lead to success.
Simplicity is an essential factor for success
02
Stories need to be told
Storytelling imbues solutions with meaning and relevance. Powerful stories create added value, trust, enthusiasm, differentiation, and thus remain memorable. Whenever possible, this opportunity to add value should be exploited.
Storytelling changes everything
03
Humanity and proportion
«Imperfect is the new perfect» is a principle that I have long established at Kuhn Rikon. What we do, we do for people. Therefore, the solutions should also feel human. Eye level and a sense of proportion play a central role here. It is also about setting rules and then consciously breaking them again.
Perfection is boring
04
Courage to make mistakes
The future belongs to the brave, because courage is unique and that makes you special. If you don't dare to do anything, you won't win. Critical thinking, the willingness to make mistakes and continuous learning, as well as regularly considering the fallacy of «should be» versus «is», describe my work.
Life is a game, don′t forget to play
05
In search of the greatest common challenge
Let's search together
I love challenges. They make life exciting. Searching for solutions together makes it even more so. Share yours with me.
© 2025 Maximilian Schneider