ic! Berlin
Known for their innovative screwless hinge and rebellious Berlin aesthetic, ic! Berlin has been handcrafting eyewear in Germany since 1996.
Following the founder’s departure, the brand faced stagnation and needed a decisive turnaround. I led this transformation by redefining the brand strategy and creating a new identity that repositioned ic! Berlin firmly in the luxury space.
Overseeing both marketing and product design, I realigned the brand’s creative and commercial direction — work that not only revitalized its trajectory but ultimately led to its acquisition by Italian eyewear group Marcolin.
Reinventing an iconic Berlin-based eyewear brand.
Brand Partnership: Mercedes-Benz
I developed a partnership with Mercedes-Benz to co-create a collection of eyewear, launched with a dedicated promo video. I oversaw the concept and production of the film, working directly with the video team to ensure it reflected both brands and introduced the range with impact.
ic! Berlin x Mercedes-Benz Promo
Creative Campaigns
One of the first eyewear collections I worked on was Cinematik, inspired by classic movie archetypes. Instead of a conventional shoot with models, I conceived and executed a campaign built around custom illustrations for each character and frame. The result was distinctive, playful, and gained strong traction on social media.
Cinematik collection launch video.
