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Portfolio & Resume Online - click here: www.slideshare.net/mkunhenn/portfoliojune2013
MK>Branding was founded in 2006 as a marketing consultancy and has been the partner of choice for emergingand established brands looking for innovative branding and communications solutions through the integrated useof identity, print, packaging, advertising, motion graphics and interactive media.
• Manage complete project life cycle from project planning, strategic development, design and execution.
• Manage all aspects of media design and utilization, including content development, promotional strategies, budgetaryconsiderations, and deadline adherence across all channels, including print, web, and interactive media.
• Provide guidance and leadership with respect to marketing campaign strategy development, benchmarking,implementation, post-execution analysis, theme development, and budget considerations to achieve betterresults and understanding of innovative market solutions and trends.
• Research, screen, and strategically integrate various resources and partnerships to improve cost-benefitrelationship and maximize client satisfaction.
Strategic and visionary design director with over 15 years of strong design experience, leadership, and project andpersonnel management.
Creative Strong track record of powerful, elegant, and awardwinning designs in print,web, communications andadvertising mediums.
Strategic Demonstrated history of understanding market trends and developing innovative solutions andefficient strategy implementation through effective development of brand architectures, brandcreation, brand implementation, guidelines, communications and advertising.
Clients Sirius Satellite Radio, Nationwide Insurance, First USA, Liquid Visa, Bank One, BMW Financial Services,Eaton, Ameritrade, Omnicom, CITRIX, NCL Cruise Lines, Miami (GMCVB), AdvantageCare, Coca Cola,Mastercard, DAAIR, Skywater, DHL Express US,VITAS Innovative Hospice Care, Seeger
My work experience includes design director roles for global design consultancies such as Interbrand, Starmark andTURKEL Total Brand Management.
michael kunhenn
S U M M A RY
P O RT FO L I O
E X P E R I E N C E
Cell [email protected]
248West17th Street,Apt. 207NewYork, NY 10011
2006 – presentMK>branding
Senior Art & Design Director
New YorkMiami
Ft. LauderdaleBerlinVienna
• Provided creative vision of internal and external projects, with a strong focus on brand development, strategicprocesses and collaboration with clients and among internal environment, print & interactive teams
• Developed strategic and tactical roadmaps for integrated communication teams and third party vendors forlaunch of new brands in the marketplace, including advertising, direct marketing, POS, and interactive teams forVitas Innovative Hospice Care, AdvantageCare and other key clients.
• Managed all aspects of media design, including content development, 75K+ photoshoots, promotional strategies,budgetary considerations, and deadline adherence across all channels, including print, web, and interactive media.
• Streamlined processes lead to deeper and stronger collaboration with internal departments and expanded relation-ships with clients.
• Recreated the Turkel brand, its offerings and all business development tools to provide greater clarity of services tonew and existing clients.
2004 – 2006TURKEL
Senior Art/Design Director
Miami
• fluent in current design software and design-tools Adobe Creative Suite: Photoshop, InDesign, Illustrator, AcrobatQuarkXPress – Microsoft:Word, PowerPoint, Excel
• HTML & CSS basic knowledge,WordPress & Typo 3 administration & management
University of Fine Arts BerlinMaster-Degree: Visual Communication & Design
S K I L L S
E D U C AT I O NE D U C AT I O N L A N G U A G E S
• English• German
“Because of the great work of K. Freed,A. Frasher andMichael Kunhenn (Brand Platform & Identity Creation) onthe Liquid Visa Project for First USA, Interbrand contracted theBankOne Brand Creation on a six figure day.”
David MartinPresident North America InterbrandKim HoechstFirst Vice President, First USA Bank NA
“A very good, experienced design, marketing,brand management professional with apassionate commitment to excellence.Michael Kunhenn has come through for meon many difficult deadline projects.”
Peggy Marion,Director of MarketingRennert Bilingual NYC
“Thank you for your professional advice and leadthrough the Product Brand Creation process on theglobal Alphera Financial Services project.”
Bill DonnellyCFO BMW Bank of North America
“Thank you for a great brand identity.”
Blas Garcia MorosFounder & CEO, CollexiumCo-Founder of Microsoft
“Brilliant”
Bruce Turkel, OwnerTURKEL Total Brand Management
T E S T I M O N I A L S
• Brought extensive experience and knowledge of branding and interactive development into a direct marketing firm.
• Showed leadership of firm’s newofferings,art directed its newbrand andmarketingmaterials, and established brandand consistency across platforms.
• Initiated and led first comprehensive brand audit for key client evaluating all print, communication and webmaterials and streamlined their brand to maximize ROI.
Experience continued....
2003 – 2004Starmark International
Art/Design Director
Ft. Lauderdale
• Partnered with cross-functional teams to execute all aspects of brand strategy, brand architecture, corporate identitydevelopment and brand guidelines.
• Creatively led design teams in the re-branding of major multi-national corporations and the development ofspecialized product branding initiatives for financial, automotive and manufacturing clients.
• Developed key protocols of new service offerings – including brand audits – to expand services available to clientsduring corporate identity initiatives.
1998 – 2003Interbrand
Design Director
New York City
DHL EXPRESS OPS ATHLETIC LEAGUE
Brands & Logos created in New York, Miami, Berlin
For the shown brands I created (or in team):• Logo• Imagery Concept• Color Palettes• Typography• Secondary Graphic Elements• Design-Grid
Strategy, Creation, Design
©copyrig
htby
thecompanies
show
ninthelogo
s
BRAND CREATION & LOGOSvarious
Consulting Creative DirectionPlan B Advertising Agency
Vienna, 2011
Motion Image Film •
Advertising Campaign •
Collateral •
Folder •
Strategy, Design, Illustration
©2011EATO
N,Vienn
a
EATONAdvertising Campaign (B2B)
Goal: Establishing Eaton as the market leader of the safestelectronic components used in renewable energy
Concept: Illustration of 4 elements of nature: Sun, Earth,Water &Wind with the headline: “People used to believe in mythology.Today they believe in safety.”
©2011EATO
N,Vienn
a
EATONBrochures
Goal: The collateral system has different components: an overviewbrochure, as well as brochures for each of the renewable energies
Concept: The different methods of generating renewable energy,shown on an illustration of planet Earth
Image-Movie – click here
Awards:
Image-movieGolden Dolphinin category A8:
Environmental Issuesand Concerns
2011:Silver Screen Award at the
International Film &Video Festival in LA
2011:Golden Victoria at the
international Business FilmDays in Vienna
2012:Gold at the International
Festival of Corporate Filmson Ecology and
Sustainability in Deauville
2012:Bronze at theWorldFest
in Houston
©2011EATO
N,Vienn
a
EATONMotion Graphics Image Movie
Goal: The uniqueness of this image movie sets itself apart from othersin the industry. It grabs attention on the internet and at trade fairs
Concept: The movie has two parts. The first stating that renewableenergy collection was really unsafe for everyone before Eaton. Thesecond part expresses that Eaton now “makes it safe”
©vario
usCo
pyrig
hts
TRAVEL & LEISURE VARIOUS CLIENTSprint & online ad campaigns
Goal: Creating desire to go to the destinations and use travel services
Concept GMCVB Miami : Miami hotels as well as the conferencelocation being advertised through lifestyle photography
Concept Accomplished Traveler : Ornaments, classic upper case fontmetal border and full bleed images message exclusivity & luxury
Senior Art DirectionTURKEL
Total Brand ManagementMiami
Senior Art DirectionMKbranding
New York
Print Ad Campaign •
Online Splash Ad •
Design
SEEGER MEDWebsite Creation
Goal: To show that Seeger med bandages enable an active lifestyle
Concept: The welcome page shows an active person doing everydaythings. Then an x-ray vision comes in view showing there is aSeeger med bandage underneath the clothing
Senior Art DirectionOndigo Digitale Markenkraft
Berlin 2012
Brand Strategy •
Brand Architecture •
Website Design •
Advertising •
Strategy, Design, Project Management
above: Splash/Welcome page below: Inner website
©2012Seeger,Berlin
click on link to seex-ray functionality
on live website:
seeger-gesundheit.de/med
©2012Seeger,Berlin
SEEGER AKTIVWebsite Creation
Goal: To transfer brand equity from Seeger med to Seeger aktiv,the “new” addition to the brand family
Concept: The headline “Experience makes a shoe anathlete’s shoe” promotes that the Seeger activ brand will selectathlete’s equipment on the background of 40 years of experience
above: Splash/Welcome page below: Inner website
click on link to seelive website:
seeger-gesundheit.de/aktiv
ADVANTAGE CARE INSURANCEBrand Creation & B2C Advertising Campaigns
Goal: To make people feel that “an active lifestyle supportshealthy living”
Concept: The tree logo expresses that when you have strong rootsyou have a healthy tree. The advertising campaigns were created tocommunicate different parts of the customer benefit
Senior Art DirectionTURKEL Total Brand Management
Miami
Brand-Strategy •
Brand-Creation & Design •
Advertising Campaigns •
Collateral •
Website •
Guidelines •
Fair-Booth •
Strategy, Creation, Design
©2005
AdvantageCare,WestP
almBeach
Senior Art DirectionTURKEL Total Brand ManagementMiami, 2006
• Brand Redesign• Brand Image Campaign & Photo Shoot• Collateral System and Guidelines
Strategy, Creation, Design
©2006
VITASInno
vativ
eHospice
Care,M
iami
VITASRebranding
Goal: RepositionVitas Innovative Hospice Care to reinforce theconcept of “having dignity at the end of one’s life”, rather than “dying”
Concept: This photo shoot shows seniors in an environment thatshows what they loved in life. Imagery and headlines on brochurecovers will always be on top of flag post (not half-mast). Flag postwas added to the logo in the rebranding process
Senior Art & Design Direction
Berlin, New York, Montréal, Florida, Frankfurt a. Main
©Vario
usCo
pyrig
hts
WEBSITESvarious
Goal: providing navigation, information hierarchy, correct linkingin an attractive brand compliant way on the internet/mobile
DAAIRBrand Creation of Pharma Product Line
Goal: This brand educates patients that information combined with vit-amins & minerals guarantees better health for people living with HIV
Concept: A color coding system differentiates different groups ofminerals and vitamins within the Advanced Therapeutics group
In-House Art-& Design Direction
New York City
Brand/Logo Design •
Collateral •
Website •
Catalog •
Sell Sheets •
Strategy, Creation, Design
©2003
DAAIR,New
York
DAAIRCollateral System
Goal: Helping the audience get the information they need easily byproviding structured useful information and hierarchy
Concept: The “logo identifier” is always accompanied by a squareunderneath either logo-, knowledge- or therapeutics-square
©2003
DAAIR,New
York
KNOWLEDGE THERAPEUTIC
A D V A N C E D
Senior Design DirectionInterbrand World Headquarters
New York City
Brand Strategy •
Logo- & Brand-Design •
Collateral •
Website •
Strategy, Design
©2002,H
yphen
HYPHENBrand Creation,Website, Collateral System
Goal: This B2B brand establishes that Hyphen as the connectionbetween different parts of pharmaceutical research
Concept: The word “Hyphen” with brackets around it (Hyphen logo)is used to connect different components of pharma research
©Nationw
ideInsurance,Co
lumbu
s
Senior Design DirectionInterbrand World Headquarters
New York City
Brand Design •
Brand Image Concept •
Collateral •
Website •
Strategy, Design
NATIONWIDE INSURANCEBrand Creation, Guidelines
Goal: To define and provide guidance on any visual brand identitycommunication of Nationwide Insurance
Concept: To define in detail what can and can not be done withinthe brand visual communication of Nationwide Insurance
DHL EXPRESS USAd Campaigns Quarterly
Goal: Establishing DHL Express as the market leader in expressdelivery in the United States
Concept: The ads show the DHL Express worldwide aircraft fleet,the DHL Express brand values are shown like a subway visual andthe world’s landmarks & skyscrapers in a business diagram
In-House Consultant atDHL North American Headquarters
Art- & Design Direction
Fort Lauderdale, 2010
Print Advertising CampaignWall Street Journal &
Financial Times
Strategy, Design
©2010
DHLU
.S.A
DHL EXPRESS USValue Proposition Poster & “Save the Date” Communication
©2010
DHLU
.S.A
DHL EXPRESS USOnline Banner Campaigns
©20
10DHLU
.S.A
Goal: Advertising the breadth of DHL offerings and the customerbenefits in online banners
Concept:
Top: Interactive country selectiononline banner
Middle: Animated USA Map unfolding toshow the entire world
Bottom: Animated DHL Express deliveryenvelope erases time zones from aworld map
BMW Financial Services North AmericaProduct Brand Creation
Goal: Transfer brand equity from BMW Financial Services brand tothe new Alphera & Premium Financial Services brands
Concept: Dotted directional logo elements symbolize easy andstepped financing of non BMW car brands. Imagery does not showspecific car brands but always a car in a spacious environment
Senior Art DirectionInterbrand
New York, 2003
Brand-Strategy •
Brand Architecture •
Guidelines •
Advertising •
Strategy, Design, Project Management
©BM
WFinancialServices
SKYWATERWater-Making Machines
Goal: Communicating the benefit of the machines in differentsituations (clean water for waterless or unsanitary regions or situation)
Concept: The overall design is very “clean” looking and in thegraphic wave. Imagery shows use and benefit to people
In-House ConsultancyArt-& Design DirectionFort Lauderdale, 2009
Brand-/Logo-Design •
Collateral •
Website •
Trade Fair Stand •
Van •
Strategy, Design
©2009
ISLANDSKY,Miami
above: Brochure Covers below: Trade Fair Booth Wall
LIQUID VISAProduct Brand Creation
for First USA Bank NA(Division of BankOne)
Senior Design DirectionInterbrand
World HeadquartersNew York City
Product-Brand Strategy •
Naming •
Brand Creation •
Credit Card Design •
Photo Shoot:Wave •
Motion Graphics •
Interactive Interface CD-ROM •
Landing Page •
Direct Mail •
Strategy, Creation, Design
©2005
FirstU
SA,W
ilmington
,DE
Goal: Launching an innovative credit card offering to a new incomeaudience for this First USA brand
Concept: Financial liquidity is expressed in name and “liquidity” ofthe transparent wave. In the animation on the direct mail CD thewave transforms into “anything you want” (car, vacation, gifts, etc.)
As part of this development Interbrand lead an exhaustive creativeexploration illustrating the benefits of updating the product identityto highlight new products and services from the Visa brand. Thiswas the first time in over 30 years the Visa brand had updated theirproduct logo.
BANK ONEBrand Creation, Debit/Credit Card System
Goal: To show that BankOne recognizes the individual andprovides customized solutions for customers
Concept: The visual core idea is that all B2C communication material(advertising, card system, etc..) always shows recognition of andcustomization for the customer (color, imagery)
©20
12Ba
nkOne
,Wilm
ington
,DE
Senior Art DirectionInterbrand
New York, 2003
Brand Strategy •
Brand Architecture •
Brand Design •
Guidelines •
Advertising •
Strategy, Design
BANC REPUBLICBrand Creation & B2C Communication
Goal: To create the Banc Republic brand and establish BR as thebank with the best, exclusive financial & customer service
Concept: The BR logo consists of the name and the visual elementof the red carpet, which is used in all communication vehicles(collateral, Advertising, signage) symbolizing enabling customers
Senior Art DirectionTURKEL Total Brand Management
Miami
Brand Strategy •
Brand Creation & Design •
Advertising Campaigns •
Collateral •
Website •
Guidelines •
Strategy, Creation, Design
©Ba
ncRe
public,M
iami
top: Bank red carpet signagemiddle: Collateral brochurebottom: Portfolio Management product photo shoot idea scribble
top: Banc Republic short red carpet logobottom: Collateral brochure
Creative DirectionFort Lauderdale, 2010
Brand & Logo Design •
Advertising Campaigns •
Interface Design Smart Phones •
Creation, Design
MYMOProduct Brand Creation
Goal: Advertising benefit of gift certificates via smart phones
Concept: The logo symbolizes a gift bow. The imagery always showsa human component and speaks of friendship and community
©2010
MYM
O
Architecture & Interior Design ClientsDesign Projects for Various Clients (B2C)
Designs created in in Berlin, Ft. Lauderdale
• Poster• Catalog• Stationery• Postcards
Design
Architecture Exhibition Poster
©vario
uscopyrig
hts
above: Postcard below: Business card (folding)
Lifestyle, Fashion & CosmeticDesign Projects for Various Clients (B2C)
Design created in in Berlin, Ft. Lauderdale, NYC
For the shown brands I created:• Magazines• Flyers• Websites• Signs
Design
Solarlux Magazine Spread, Berlin 2012
mmm...wear website, Ft. Lauderdale 2005Christopher DrummondWebsite, New York 2006
©Vario
uscopyrig
hts
Frankfurter Allgemeine ZeitungImage Campaign
Art DirectionScholz & Friends Berlin
For this newspaper I created• Image Campaign(with Petra Reichenbach and Sebastian Turner)
• Catalogs• Flyers• Ad Campaigns• Photo Shoots
Design
Top: Heinz BerggruenCEO Lufthansa German Airlineson the wing of a Lufthansa 747in the main hangarof the Frankfurt Airport
Middle: Billy WilderDirectorin the “Hollywood” Sign in L.A.
Bottom: Yehudi MenuhinConductor of theLondon Philharmonic Ochestraon Royal Albert Hall in London
The newspaper’s“There is always a clever mind behind it”-Logo:
©F.A
.Z.Frankfurt
Goal: To establish and advertise Germany’s leading newspaperFrankfurter Allgemeine Zeitung (F.A.Z.) as out of competition
Concept: The logo shows a person behind a newspaper. The photosshow a person behind a newspaper in an environment that sayssomething about who they are
