Leading a full company rebrand across three agencies and a boardroom of stakeholders

Challenge

ctrl QS is a Berlin-based marketing technology agency of around 200 employees, operating and implementing MarTech for global clients including Beiersdorf, Montblanc, and IWC. The agency needed a comprehensive rebrand, not just a new logo, but a new corporate identity, value proposition, and service portfolio, plus content and messaging that actually landed with the DACH market instead of reading like a translated afterthought.

A rebrand at this scale meant coordinating a real ecosystem: a branding agency developing the new brand strategy, a creative team (creative director, copywriter, graphic designer), a PR agency building a DACH communications strategy, and an internal leadership team of 12 directors and two CEOs, all of whom needed to stay aligned on the same vision.

Approach

The role sat at the center of that ecosystem, part brand guardian, part project owner, part content strategist.

• Brand guardian & stakeholder interface: acted as the central point of contact aligning executive vision with operational teams, reporting to the Director of Business Development, to define strategic marketing priorities and keep brand positioning consistent across earned, owned, and paid channels.
• Rebrand & website relaunch: managed the project end to end, leading internal teams and external agencies (PR, Design, Branding) to deliver quality brand assets on time.
• Content strategy: translated brand strategy into content frameworks, campaign concepts, and creative briefs, guiding freelancers and agencies, and owned end-to-end content for LinkedIn thought leadership, website editorial, and PR communications supporting DACH lead generation.
• Campaign optimization: managed Google Ads testing and A/B creative variations, feeding performance insights back into messaging.
• Events & employer branding: led creative development for the company's booth at DMEXCO 2023, and supported the People & Culture team on employer branding and internal communications.

Impact

The rebrand shipped a new company website from concept to launch, on time, across three external agencies and a 12-director, 2-CEO leadership team, without the project losing coherence along the way. Alongside it, the work produced 15+ new marketing assets, from merch and pitch decks to brochures, giving the agency a consistent visual and verbal identity to launch with. Beyond the deliverables, the rebrand covered the agency's whole corporate identity and a services portfolio expansion, not just a new logo, and the agency walked away with a content and campaign framework its freelancers and agencies could actually work from.

Creative Work Samples

A 2022 year-in-review video produced for LinkedIn, part of the content and campaign work supporting the agency's brand presence.