Brand Process
Brand Strategy
Tone of Voice
Creative Direction
Identity design

With DeepL's launch of it's own prompt-based Agentic AI solution the company was in need of a Brand Repositioning, emphasizing its history as an early AI leader in Germany and Europe.

Together with the PM lead, I oversaw the end-to-end process from agency selection to brand strategy to visual and verbal identity. We partnered with Studio Dumbar to redesign the DeepL brand with a motion-based approach.

This rebrand was pretty much approved internally before the masslayoff of a quarter of the workforce put an apprupt end to it.