COMMERCIAL PORTFOLIO

MAMMUT

From Brand Strategy to Physical Systems
Since 2021, I have been shaping MAMMUT’s physical brand experience — translating brand strategy and campaign thinking into scalable retail systems across full-price stores, outlets, showrooms, pop-ups, and shop-in-shop environments.

I operate at the intersection of brand strategy, design systems, and spatial storytelling, leading projects end-to-end — from conceptual frameworks and visual direction to prototyping, production alignment, and international rollout.

Design Leadership & System Thinking
In 2024, I played a key role in developing and operationalizing MAMMUT’s new Brand Expression System and Corporate Identity, launched globally in 2025.

My focus was on translating strategic brand principles into clear, scalable design logic across physical touchpoints. This included leading the complete redesign of the global packaging portfolio (100+ SKUs across apparel, equipment, footwear, and accessories) and embedding the new “Rise with the Mountain” positioning into retail architecture, graphic systems, and in-store storytelling.

Beyond large-scale systems, I also contributed to more culturally driven brand touchpoints — developing branded giveaways and visual assets that made MAMMUT more approachable and expressive. This included creating custom meme adaptations and logo variations that reinterpreted the Mammut symbol in playful, activity-driven contexts while staying true to the core identity.

In parallel, I helped shape MAMMUT’s visual presence as Safety Sponsor of the Freeride World Tour (2024–2026), co-developing branding applications across event environments and athlete-facing touchpoints.

In 2025, I led the visual look and feel of GRAVA, MAMMUT’s new retail store concept, defining its design language prior to its 2026 rollout. I also co-developed the concept and branding of a mobile event container, translating the brand into a flexible, modular experience format.

In addition to my core role, I stepped in as Interim Lead for both the Visual Merchandising and Content Office teams, strengthening creative operations, team alignment, and cross-functional clarity.

In 2024, I represented MAMMUT as a speaker at the OMR Festival, hosting a masterclass on translating brand strategy into physical retail experiences.

Collaborations & Brand Artifacts
Between 2024 and 2026, MAMMUT expanded its collaboration portfolio, partnering with designers such as Nigel Cabourn, Wei Tsui (Hiking Patrol), Till Jagla (Flowers For Society), and brands like Stöckli Ski.

For the Stöckli collaboration, I designed the graphic identity applied directly to the skis. The visual language was derived from the new Brand Expression System, ensuring that the Mammut Edge TR expressed the evolved brand consistently — not only as a product, but as a cohesive brand artifact.

My approach combines design leadership, system thinking, brand development, and hands-on art direction — building cohesive brand ecosystems that scale across markets while maintaining clarity, precision, and cultural relevance.