Paula
Alexander

Brand Designer & Art Director

A bit about me

For over 5 years I've been part of developing creative solutions at a Berlin-based agency. By learning from the talented individuals around me and understanding the needs and desires of our clients, I have learned to create useful designs that emphasize and elevate existing strengths. I believe in blending professionalism with a touch of fun, a strong team and some good tea for ideal results.

PROJECTS

Employer Branding

For this international wholesaler we faced the challenge to design and realize a global employer branding across 3 sub-brands

that are based in over 30 countries. The design should show and incorporate the impact current and future employees can have within the company and how their career paths can be shaped as individually as themselves.

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Brand Campaign

Sparda Baden-Württemberg is a German Cooperative bank located in the southern region of Germany. With their “Gemeinschaftsbanking” service they’re giving back to the diverse Foundations in its community. Our goal was to highlight this diversity by reflecting the richness of its region. We aimed to develop a user-centric communication strategy and storytelling approach to further evolve the Sparda BW brand.

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Barfer’s is a cats and dogs food nutrition company with their sole focus on Barf-food in the industry. “Barf” is the abbreviation for „Biologisch artgerechte Rohfütterung” in German, meaning “biological and species-appropriate raw food.”

For this brand I established a cohesive visual language and crafted guidelines to align Barfer’s visual identity with the high quality of their products while still preserving its unique and recognisable character.

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D&AD Young Blood Award for Audible

The Design and Art Director Award, short D&AD allows the opportunity for advertising, design, digital and marketing students, recent graduates and emerging creatives worldwide to enter the competition each year for a chance to win one of five “Young Blood” Awards. The briefs are set by real clients, judged by the industry's top creatives.

Two team members and I entered in the 2020 competition and won the Yellow Pencil Award for the Brief set by Audible with the task to “Make Audible relevant to people who want to make the most out of their free time.”

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