Ani (Anja) Kopf
Strategist for Brand Strategy, Brand Architecture & Visual Identity (Identity, Systems, Positioning)
Experience
Wester Mineralien GmbH
- Situation: A medium-sized, traditional company – technologically advanced but outdated in its market presence. Lacking a guiding vision for the next generation.
- Goal: A clear positioning for the future: differentiation from global competitors, a modern brand presence that builds internal pride and external visibility.
- Solution: A vision that unites everyone – including positioning and a new corporate design. Translating the DNA into the website, copy, translations, and merchandise – a brand that is not only designed but lived.
- Result: Uncertainty became a clear vision. Today, Wester presents itself as a modern family business that shows its stance with the claim "A grain shapes the future".
kiyo GmbH
- Situation: Innovative product without a clear brand structure.
- Goal: Develop a consistent brand identity and positioning under the strategic brand core "Less is Future".
- Solution: Definition of a new value system (AHA! / PUR. / ECHT. / FLOW.), a coherent brand architecture, tone of voice, and storytelling framework.
- Result: A clear brand presence, differentiation in the furniture market, several design awards (including the German Design Award), and strong recognition across all channels.
SKEISAN // everValue GmbH
- Situation: The tea market is stuck in old images: dusty, feminine, ritualized. Tea is seen as a wellness drink, not a lifestyle.
- Goal: A brand that brings tea out of the wellness corner and presents it as urban, dynamic, and premium: modern, unisex, everyday-friendly.
- Solution: Clear direction for brand strategy, positioning, assortment and product decisions, pricing, and competitive analysis. The tone and "look & feel" make it clear: there are no rules and rituals, just a statement. Website, communication, and campaigns carry the claim "No rules. No rituals. Just tea.".
- Result: An idea became a brand with impact. SKEISAN shows that tea doesn't have to be retro or ritualistic, but modern, urban, and cool. Instead of clichés, there's stance. Instead of detox, there's self-determination.
BOB & MARY Gastronomie GmbH & CO KG
- Situation: A strong gastronomy concept with high product quality, a loyal audience, and a clear signature in the restaurant, but the brand presence got lost visually and content-wise in the competition.
- Goal: Precise positioning as uncompromising quality, urban character, and a hint of "dirtyness" – making this attitude tangible in language, content, and visual execution.
- Solution: A sharpened brand presence that consistently combines premium burgers, urban atmosphere, and distinctive humor – online and offline – through clear brand architecture, a value system, and design and language systems.
- Result: A precisely positioned brand that authentically reflects Bob & Mary: high-quality ingredients, creative cuisine, urban ambiance – strategically sharpened, visually condensed, and digitally reinvented.
MindVisory GmbH
- Situation: MindVisory – one of the leading NLP providers – had impressive content but an outdated brand image with two websites, no unified structure, and no focus.
- Goal: Recoding the brand and anchoring it both in content and visually: from "coaching" to "mental excellence", positioning it as a premium authority in the field of business, leadership, and applied neuroscience.
- Solution: Full corporate relaunch including brand architecture, value system, design and language systems, a website relaunch with a clear user journey, content system, and measurably higher conversion.
- Result: A clear brand presence, differentiation in the market, and strong recognition across all channels. Today, MindVisory stands for mental sovereignty.
OSKAR KOPF Metallgestaltung
- Starting point: A family business with over 60 years of history – rooted in craftsmanship, known for precision and passion. Neither the brand presence nor the public image reflected its identity.
- Goal: Clear positioning for the generational handover: making the transition between two generations visible – honest, powerful, without pathos. Translating the company's quality and values into a contemporary language.
- Solution: A brand presence that connects heritage and future with a clear visual identity, honest imagery, and a color palette derived from the material itself. Transferring the DNA into the website, copy, stationery & communication media.
- Result: A company turned into a brand – carried by people who pass on values through generations. A presence that not only shows products but also conveys unity and conviction.
Industry Experience
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Experienced in Food and Beverage, Metals and Mining, Retail, Professional Services, and Manufacturing.
Business Area Experience
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Experienced in Marketing, Strategy, and Product Development.
Summary
I believe in brands that stand for something. In identity that isn't invented but uncovered. And in strategic brand architecture that enables companies to position themselves clearly and effectively – both internally and externally.
I am convinced that brand development is one of today's central business success factors: because it creates orientation, drives relevance, and simplifies decisions.
My passion is brand strategy – and everything in between: stance, values, narrative, emotion.
I work where analysis and intuition meet. Where complexity is distilled – into a system of orientation and clear visual translation.
For over 15 years, I have operated at the intersection of brand strategy, brand architecture, design systems, and narrative brand management. My work combines analysis, strategy, story, design, and structure into a coherent system. I believe that strong brands emerge from genuine dialogue and should be allowed to show personality. That's why my projects are tailored, strategically grounded, and consistently aimed at making companies authentic, modern, and recognizable.
Strategic brand architect with over 15 years of experience in brand management, positioning, and visual identity development – with a focus on using design not as a mere look topic, but as a growth and performance tool. Experienced in building clear brand logics, visual systems, and touchpoints that impress aesthetically, function user-oriented, and deliver measurable impact.
I work at the intersection of brand strategy, visual translation, funnel logic, and hands-on execution, guiding brands holistically: from strategic foundation, through brand story & design systems, to conversion-driven digital assets, landing pages, and communication materials. I collaborate with teams, stakeholders, and partners iteratively, in a clear, structured, and decision-oriented way.
I built my foundation working with large, complex brands like Lidl, Tchibo, C&A, and Porsche Design – where I learned how crucial clarity, systematics, and consistency are across all channels and stakeholders.
My goal is to safely guide brands through complex change processes – from strategic foundation to visual translation.
Skills
What Sets Me Apart
- Clarity Of Thought And Precision Of Expression
- Strategic Depth & Analytical Sharpness
- Ability To Distill Complexity – Into Clear Decisions And Strong Brand Logic
- Consistent Rethinking – Creative, Structured, Resilient
- A Keen Sense For Stance, Aesthetics, And Impact
- Interest In Modern Methods – From Agile Ways Of Working To Impact-focused Communication And Coaching Approaches
- Empathetic, Collaborative Dialogue At The C-level
- Working With Commitment, Focus, And Reliability
My Focus Areas
- Brand Strategy & Positioning (B2b & B2c)
- Narrative Development & Storytelling
- Market / Competitive Analysis
- Target Group Definition
- Trend Analysis
- Brand Architecture & Corporate Identity
- Business Transformation & Succession
- Visual Translation & Brand Aesthetics
- Stakeholder Management & C-level Sparring
Skills
- Brand Strategy & Positioning: Brand Strategy, Market Positioning, Brand Identities, Brand Architecture, Brand Governance
- Narrative & Language: Guiding Ideas / Brand Story, Tone Of Voice
- Analysis & Insights: Strategic Frameworks, Competitive & Target Group Analyses, Sinus Milieus / Personas, Customer Journeys
- Corporate Design & Aesthetics: Corporate Design, Design Systems, Brand Guidelines, Imagery / Look & Feel, Design Concepts
- Creation & Production: Photo Productions, Art Direction, Design Consulting
- Strategy & Implementation: Agile Project Management, Resource & Budget Management, Planning, Leadership & Control
- Facilitation & Collaboration: Facilitation Of Strategic Working Formats, Stakeholder Management
Languages
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Experience
Expertise
Profile
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