Creative Concept & Content Lead for Complex Projects
Fairly complex, difficult to grasp, a bit messy – those are the projects I enjoy most. I help teams turn intricate requirements into clear ideas, content and copy – and I work hands-on. I translate strategic goals into user-centred concepts. Well-structured, feasible, to the point.
When I’m brought in
- A project needs a clear conceptual direction that reflects multiple perspectives.
- A team is looking for guidance – and a conceptual foundation to build on.
- Content and copy should be structured in a strategic and user-focused way.
- Digital products or CRM journeys need to become more relevant and easier to understand.
- A creative idea and messaging should be developed and rolled out consistently across many channels.
- Voice needs become a unifying element – across teams, tools and channels.
What I bring to the table
- More than 15 years of experience – from small enterprises to worldwide brands.
- Projects with agencies, in-house teams and tech, national and international.
- Creative concepts, formats and copy, recognised by industry awards.
- Proven expertise at the intersection of strategy, UX, content, product and CRM.
- A forward-looking mindset – on AI, new ways of working and agile methods.
Work
Take a quick look at a few projects I’ve been part of. Searching for something else? Just click and browse through my whole portfolio.
REWE Einfach Nachhaltig Website: Creative Concept & Content Lead (UX), Accessibility
Autarq Solardachziegel: Content & Concept Lead
Deutsche Hospitality Brand Relaunch: Content Lead, Tone of Voice
Unzer Website Relaunch: Creative Concept & Content Lead (UX)
Bahn X App and DPP Design System: UX Writing Lead, Tone of Voice
RIMOWA: UX Writing
VW Commercial Vehicles Website Relaunch: Creative Concept & Content Lead (UX)
IKEA: Content Lead, Creative Concept (UX & CRM)
What I do in detail
Creative Concept & Content Lead | Team-Lead
As Creative Concept & Content Lead, I synchronise the perspectives of team members and stakeholders. I turn ideas and requirements into concise concepts – to serve as common ground for everyone. That’s how I create structure: not just in terms of content, but also in collaboration and process.
Content & UX Concept
I look at content from an experience perspective – and at an experience from a content point of view. That way, I merge both disciplines. I plan content around user needs, make it accessible and anchor it in the user journey – from information architecture to microcopy.
Branding, Tone of Voice & Styleguides
Tone-of-Voice concepts and content styleguides are becoming even more valuable in the age of AI. They help entire teams write in line with the brand. They keep content consistent. And thanks to smart tools, they become part of daily workflows – accessible, understandable and easy to use for everyone.
Campaign & Communication Concept
Great brand communication starts with a deep understanding of the people it adresses. I shape messaging and formats based on their everyday lives and needs. This approach works across all channels and touchpoints: from campaign idea to trade fair stand, from TV to social.
CRM Concept
CRM means speaking to users directly – and hearing back just as fast. That’s why it’s crucial to align customer needs, brand identity and data-driven logic. When hyper-personalisation becomes standard, clear concepts and consistent messaging are key. For relevant content instead of fragmented noise.
What my clients say
“I had the pleasure of working with Annika on the relaunch of Deutsche Hospitality. She did a fantastic job. Annika succeeded in giving the brand a fresh, contemporary, and future-oriented voice that perfectly aligns with our strategic direction.
What impressed me most was how quickly and thoroughly she immersed herself in the complexity of our brand and industry. She worked with remarkable independence and clarity, showing both a deep understanding of the task and a clear vision for its execution. The result was not only professionally crafted but also highly convincing – a tone of voice that truly reflects who we are and who we aspire to be.
Annika combines strategic thinking with creative excellence, and I can wholeheartedly recommend her for any project that requires a thoughtful and effective brand communication approach.”
Sven Hirschler, Communication, Public Affairs, Marketing
“Annika has supported us on various – at times very complex – projects, providing not only reliably good ideas and valuable input. Her true talent lies in seeing and keeping the bigger picture in mind. Very clear. Very structured. And always interdisciplinary and team-focused. That starts with the big idea and doesn’t end with the website UX.”
Hermann Waterkamp, CCO und Partner bei Leagas Delaney
References
As a permanent employee as well as a freelancer I had the chance to work for many great agencies, clients and brands – and with the best people ever. I also received one or two awards. Thanks for everything!