IMPACT
THROUGH
IDENTITY.
Creating real impact on
organisations with strong
brand identities.
Branding
{Framework} Systems
MAXMARIËL
IMPACT
THROUGH
IDENTITY.
IMPACT
THROUGH
IDENTITY.
Delivering transformative results
for organizations through powerful,
strategic brand identities.
Delivering transformative results
for organizations through powerful, strategic brand identities.
(EXPERTISE)
Max Mariel is a designer, marketer & entrepreneur. This website showcases his work in branding and communication spanning nearly a decade. His focus has been on the case study HAKUMA in the food & beverage industry.
Max Mariel is a designer, marketer & entrepreneur. This website showcases his work in branding and communication spanning nearly a decade. His focus has been on the case study HAKUMA in the food & beverage industry.
Max Mariel is a designer, marketer & entrepreneur. This website showcases his work in branding and communication spanning nearly a decade. His focus has been on the case study HAKUMA in the food & beverage industry.
"Focusing on the FMCG and Retail sectors, with an on- and offline marketing approach, this journey has taught me to identify effective strategies for compelling storytelling in relevant communication fields. Along the way, I've developed what I call Branding Framework Systems. These are cost-efficient strategies and tools to achieve measurable goals through branding quickly."
He now seeks to implement his branding and marketing frameworks for both physical and digital products.
"Focusing on the FMCG and Retail sectors, with an on- and offline marketing approach, this journey has taught me to identify effective strategies for compelling storytelling in relevant communication fields. Along the way, I've developed cost-efficient strategies and tools to achieve measurable goals quickly."
He now seeks to implement his branding and marketing strategies for both physical and digital products.
"Focusing on the FMCG and Retail sectors, with an on- and offline marketing approach, this journey has taught me to identify effective strategies for compelling storytelling in relevant communication fields. Along the way, I've developed what I call Branding Framework Systems. These are cost-efficient strategies and tools to achieve measurable goals through branding quickly."
He now seeks to implement his branding and marketing frameworks for both physical and digital products.
(Curious
Thoughts)
(Curious
Thoughts)
How do I create a brand identity, and how does a framework fit into this process?
A brand identity transcends logos, colors, or billboard ads. Visual elements serve as containers waiting to be filled with a brand's image that exists in customers' minds. Interestingly, it's the receiver—not the sender—who forms this identity, making it highly individual. The sender must gradually fill these containers through consistent actions and communication, slowly but surely shaping what you call a brand. This process is much more effective when guided by a framework—a set of rules that steer the receiver through a predetermined brand world.
How do I create a brand identity, and how does a framework fit into this process?
A brand identity transcends logos, colors, or billboard ads. Visual elements serve as containers waiting to be filled with a brand's image that exists in customers' minds. Interestingly, it's the receiver—not the sender—who forms this identity, making it highly individual. The sender must gradually fill these containers through consistent actions and communication, slowly but surely shaping what you call a brand. This process is much more effective when guided by a framework—a set of rules that steer the receiver through a predetermined brand world.
How do I create a brand identity, and how does a framework fit into this process?
A brand identity transcends logos, colors, or billboard ads. Visual elements serve as containers waiting to be filled with a brand's image that exists in customers' minds. Interestingly, it's the receiver—not the sender—who forms this identity, making it highly individual. The sender must gradually fill these containers through consistent actions and communication, slowly but surely shaping what you call a brand. This process is much more effective when guided by a framework—a set of rules that steer the receiver through a predetermined brand world.
What is my approach to storytelling?
Whether you're offering a product, service, or anything analog or digital, it’s all alike. Through craftsmanship, entrepreneurial effort, or pure talent, every business carries a unique narrative. To make this accessible to customers, I collect all relevant information and craft it into a compelling narrative. It's a straightforward yet effective process.
What is my approach to storytelling?
Whether you're offering a product, service, or anything analog or digital, it’s all alike. Through craftsmanship, entrepreneurial effort, or pure talent, every business carries a unique narrative. To make this accessible to customers, I collect all relevant information and craft it into a compelling narrative. It's a straightforward yet effective process.
What is my approach to storytelling?
Whether you're offering a product, service, or anything analog or digital, it’s all alike. Through craftsmanship, entrepreneurial effort, or pure talent, every business carries a unique narrative. To make this accessible to customers, I collect all relevant information and craft it into a compelling narrative. It's a straightforward yet effective process.
What kind of communication work is important for a brand?
A distinctive set of visual or textual elements provides a solid foundation for brand communication. However, to forge a truly unique brand identity, I aim to go beyond these basics. In some cases, it's more effective to first develop a catalog of brand activities over time. The optimal strategy truly depends on the specific circumstances of each brand.
What kind of communication work is important for a brand?
A distinctive set of visual or textual elements provides a solid foundation for brand communication. However, to forge a truly unique brand identity, I aim to go beyond these basics. In some cases, it's more effective to first develop a catalog of brand activities over time. The optimal strategy truly depends on the specific circumstances of each brand.
What kind of communication work is important for a brand?
A distinctive set of visual or textual elements provides a solid foundation for brand communication. However, to forge a truly unique brand identity, I aim to go beyond these basics. In some cases, it's more effective to first develop a catalog of brand activities over time. The optimal strategy truly depends on the specific circumstances of each brand.
What is my approach to brand creation?
The first crucial step is gaining insights into the organisation or company behind a brand. We must define a set of clear, measurable goals. Once I grasp the process, I create a catalog of both visual identity elements and brand activities. The level of detail—be it highly specific or more general—matters less than ensuring alignment with the brand's activities to achieve its goals.
What is my approach to brand creation?
The first crucial step is gaining insights into the organisation or company behind a brand. We must define a set of clear, measurable goals. Once I grasp the process, I create a catalog of both visual identity elements and brand activities. The level of detail—be it highly specific or more general—matters less than ensuring alignment with the brand's activities to achieve its goals.
What is my approach to brand creation?
The first crucial step is gaining insights into the organisation or company behind a brand. We must define a set of clear, measurable goals. Once I grasp the process, I create a catalog of both visual identity elements and brand activities. The level of detail—be it highly specific or more general—matters less than ensuring alignment with the brand's activities to achieve its goals.
What are the benefits of my work?
My goal is to maximize visibility and attention while minimizing effort. I've found that collaborating over an extended period is far more effective for achieving sustainable progress than implementing selective & bold actions that can't be maintained long-term.
What are the benefits of my work?
My goal is to maximize visibility and attention while minimizing effort. I've found that collaborating over an extended period is far more effective for achieving sustainable progress than implementing selective & bold actions that can't be maintained long-term.
What are the benefits of my work?
My goal is to maximize visibility and attention while minimizing effort. I've found that collaborating over an extended period is far more effective for achieving sustainable progress than implementing selective & bold actions that can't be maintained long-term.
(SERVICES)
Brand Strategy Framework & Analysis
Building the Foundation.
In my work, a thorough analysis of a brand's current or desired public image lays the foundation. From this, we craft a reliable and efficient framework by setting specific, time-bound goals.
For each goal, I develop corresponding actions that serve as interconnected, adjustable parameters as we progress. These actions allow us to fine-tune our approach and stay on track towards achieving our objectives.
Brand Strategy Framework & Analysis
Building the Foundation.
In my work, a thorough analysis of a brand's current or desired public image lays the foundation. From this, we craft a reliable and efficient framework by setting specific, time-bound goals.
For each goal, I develop corresponding actions that serve as interconnected, adjustable parameters as we progress. These actions allow us to fine-tune our approach and stay on track towards achieving our objectives.
Brand Strategy Framework & Analysis
Building the Foundation.
In my work, a thorough analysis of a brand's current or desired public image lays the foundation. From this, we craft a reliable and efficient framework by setting specific, time-bound goals.
For each goal, I develop corresponding actions that serve as interconnected, adjustable parameters as we progress. These actions allow us to fine-tune our approach and stay on track towards achieving our objectives.
Visual Identity Creation & Development
Setting the Vibe.
Based on the analysis, I create essential communication assets to effectively meet predefined business goals.
This process culminates in the development of a cohesive visual identity.
Visual Identity Creation & Development
Setting the Vibe.
Based on the analysis, I create essential communication assets to effectively meet predefined business goals.
This process culminates in the development of a cohesive visual identity.
Visual Identity Creation & Development
Setting the Vibe.
Based on the analysis, I create essential communication assets to effectively meet predefined business goals.
This process culminates in the development of a cohesive visual identity.
Customer Experience Framework
Understanding Humans.
I begin by establishing a method to gather comprehensive data about the customer or user. This deeper understanding of the people using the service or product allows us to set achievable goals within a specific timeframe.
As with other aspects of my approach, I create a catalog of actions. This catalog enables us to fine-tune the process as needed while progressing towards our objectives.
Customer Experience Framework
Understanding Humans.
I begin by establishing a method to gather comprehensive data about the customer or user. This deeper understanding of the people using the service or product allows us to set achievable goals within a specific timeframe.
As with other aspects of my approach, I create a catalog of actions. This catalog enables us to fine-tune the process as needed while progressing towards our objectives.
Customer Experience Framework
Understanding Humans.
I begin by establishing a method to gather comprehensive data about the customer or user. This deeper understanding of the people using the service or product allows us to set achievable goals within a specific timeframe.
As with other aspects of my approach, I create a catalog of actions. This catalog enables us to fine-tune the process as needed while progressing towards our objectives.
Marketing Campaign Framework
Larger than Life.
For campaign work, I apply the same principles used in developing brand strategy or experience frameworks.
However, what distinguishes it is a more flexible approach—we can start at any point, not necessarily at the foundation.
This versatility allows a campaign to either remain within the brand's established boundaries or take a bold leap, introducing fresh chapters to the brand's narrative.
Marketing Campaign Framework
Larger than Life.
For campaign work, I apply the same principles used in developing brand strategy or experience frameworks.
However, what distinguishes it is a more flexible approach—we can start at any point, not necessarily at the foundation.
This versatility allows a campaign to either remain within the brand's established boundaries or take a bold leap, introducing fresh chapters to the brand's narrative.
Marketing Campaign Framework
Larger than Life.
For campaign work, I apply the same principles used in developing brand strategy or experience frameworks.
However, what distinguishes it is a more flexible approach—we can start at any point, not necessarily at the foundation.
This versatility allows a campaign to either remain within the brand's established boundaries or take a bold leap, introducing fresh chapters to the brand's narrative.
Product Packaging Design
Smart Communicators.
With limited time to communicate with customers—from real-world retail shelves to polished web shops—packaging design is crucial.
A product's use case, benefit, or flavor needs to be conveyed within fractions of a second, neatly packaged in a visually pleasing way.
To achieve this efficiently from the start, I utilize cutting-edge tools like machine learning, artificial intelligence, and even brain scan analysis of real people. This approach helps minimize the need for constant iterations over time.
Product Packaging Design
Smart Communicators.
With limited time to communicate with customers—from real-world retail shelves to polished web shops—packaging design is crucial.
A product's use case, benefit, or flavor needs to be conveyed within fractions of a second, neatly packaged in a visually pleasing way.
To achieve this efficiently from the start, I utilize cutting-edge tools like machine learning, artificial intelligence, and even brain scan analysis of real people. This approach helps minimize the need for constant iterations over time.
Product Packaging Design
Smart Communicators.
With limited time to communicate with customers—from real-world retail shelves to polished web shops—packaging design is crucial.
A product's use case, benefit, or flavor needs to be conveyed within fractions of a second, neatly packaged in a visually pleasing way.
To achieve this efficiently from the start, I utilize cutting-edge tools like machine learning, artificial intelligence, and even brain scan analysis of real people. This approach helps minimize the need for constant iterations over time.
(BACKGROUND)
Academically trained in architecture and urban design, I focused my studies on a human-centered approach. Through participation in social anthropological and ethnological field studies, I've shaped my designs to promote human prosperity.
My realised projects span various parts of the world and include:
Constructional Building Design, Interior Design, Light & Stage Design, Video Directing & Editing, Photography, Motion & Graphic Design.
I am a father of two sons and a husband, a decent bicycle builder, and a very slow mountain bike racer.
My passion for music remains unprofessionalised (for now).
Based in Vienna, Austria.
Currently, I am dedicated to gain more skills in fields such as UI/UX, web design, and prompt engineering, as well as utilising other transformative technologies in my projects. I'm particularly interested in how my experience can enhance these areas.
Academically trained in architecture and urban design, I focused my studies on a human-centered approach. Through participation in social anthropological and ethnological field studies, I've shaped my designs to promote human prosperity.
My realised projects span various parts of the world and include:
Constructional Building Design, Interior Design, Light & Stage Design, Video Directing & Editing, Photography, Motion & Graphic Design.
I am a father of two sons and a husband, a decent bicycle builder, and a very slow mountain bike racer.
My passion for music remains unprofessionalised (for now).
Based in Vienna, Austria.
Currently, I am dedicated to gain more skills in fields such as UI/UX, web design, and prompt engineering, as well as utilising other transformative technologies in my projects. I'm particularly interested in how my experience can enhance these areas.
Academically trained in architecture and urban design,
I focused my studies on a human-centered approach. Through participation in social anthropological and ethnological field studies, I've shaped my designs to promote human prosperity.
My realised projects span various parts of the world and include:
Constructional Building Design, Interior Design, Light & Stage Design, Video Directing & Editing, Photography, Motion & Graphic Design.
I am a father of two sons and a husband, a decent bicycle builder, and a very slow mountain bike racer.
My passion for music remains unprofessionalised (for now).
Based in Vienna, Austria.
Currently, I am dedicated to gain more skills in fields such as UI/UX, web design, and prompt engineering, as well as utilising other transformative technologies in my projects. I'm particularly interested in how my experience can enhance these areas.
(EXPERIENCE)
8.2016 - 8.2024
CCO - HAKUMA
As Chief Creative Officer of HAKUMA, I was responsible for the brand's outstanding and comprehensive appearance across EU and global markets. I oversaw all product and marketing output, directing the work of agencies and freelancers to ensure a cohesive brand identity.
8.2016 - 8.2024
CCO - HAKUMA
As Chief Creative Officer of HAKUMA, I was responsible for the brand's outstanding and comprehensive appearance across EU and global markets. I oversaw all product and marketing output, directing the work of agencies and freelancers to ensure a cohesive brand identity.
8.2016 - 8.2024
CCO - HAKUMA
As Chief Creative Officer of HAKUMA, I was responsible for the brand's outstanding and comprehensive appearance across EU and global markets. I oversaw all product and marketing output, directing the work of agencies and freelancers to ensure a cohesive brand identity.
3.2021 - 8.2024
Head of Marketing - HAKUMA
In the competitive FMCG retail market, I launched innovative marketing campaigns that bridged the gap between online visibility and offline availability.
3.2021 - 8.2024
Head of Marketing - HAKUMA
In the competitive FMCG retail market, I launched innovative marketing campaigns that bridged the gap between online visibility and offline availability.
3.2021 - 8.2024
Head of Marketing - HAKUMA
In the competitive FMCG retail market, I launched innovative marketing campaigns that bridged the gap between online visibility and offline availability.
8.2016 - 8.2024
Art Director - HAKUMA
From building HAKUMA's foundations in its early days to adopting, refining, and transforming the brand later on, I developed my vision and created a distinctive lifestyle brand.
8.2016 - 8.2024
Art Director - HAKUMA
From building HAKUMA's foundations in its early days to adopting, refining, and transforming the brand later on, I developed my vision and created a distinctive lifestyle brand.
8.2016 - 8.2024
Art Director - HAKUMA
From building HAKUMA's foundations in its early days to adopting, refining, and transforming the brand later on, I developed my vision and created a distinctive lifestyle brand.
8.2016
Co-Founder - HAKUMA
As a Co-Founder and shareholder for over 8 years, I've gained deep insight into the retail, FMCG, and startup economies alike.
8.2016
Co-Founder - HAKUMA
As a Co-Founder and shareholder for over 8 years, I've gained deep insight into the retail, FMCG, and startup economies alike.
8.2016
Co-Founder - HAKUMA
As a Co-Founder and shareholder for over 8 years, I've gained deep insight into the retail, FMCG, and startup economies alike.
4.2013 - 8.2016
Multidisciplinary Designer - Independent
My work focused on transforming physical spaces through digital design across various media, including video, animation, light design, and stage design.
4.2013 - 8.2016
Multidisciplinary Designer - Independent
My work focused on transforming physical spaces through digital design across various media, including video, animation, light design, and stage design.
4.2013 - 8.2016
Multidisciplinary Designer - Independent
My work focused on transforming physical spaces through digital design across various media, including video, animation, light design, and stage design.
3.2015 - 5.2016
Architect - Multiple Firms
In my architectural work, I strived to introduce innovative and distinctive interior concepts to both the hospitality industry and public sector.
3.2015 - 5.2016
Architect - Multiple Firms
In my architectural work, I strived to introduce innovative and distinctive interior concepts to both the hospitality industry and public sector.
3.2015 - 5.2016
Architect - Multiple Firms
In my architectural work, I strived to introduce innovative and distinctive interior concepts to both the hospitality industry and public sector.
3.2013
Co-Founder - Augenschmaus.tv
At augenschmaus.tv, we designed, developed, and installed innovative spatial light installations across Central Europe and the Middle East. I spearheaded the visual design direction for these projects.
3.2013
Co-Founder - Augenschmaus.tv
At augenschmaus.tv, we designed, developed, and installed innovative spatial light installations across Central Europe and the Middle East. I spearheaded the visual design direction for these projects.
3.2013
Co-Founder - Augenschmaus.tv
At augenschmaus.tv, we designed, developed, and installed innovative spatial light installations across Central Europe and the Middle East. I spearheaded the visual design direction for these projects.
For a comprehensive PDF portfolio, CV and inquiries please reach out to hello@maxmariel.com
