Kathrin (24) is one of the youngest, but loves old things. And Claudius (51) is the AI expert at BECC, but also loves retro trends. They are two completely different generations of designers, yet they share many similarities. What happens when experience meets fresh impartiality? When CI logic encounters a creative "open the bag and just do it" mentality?
Claudius: After many years in branding, you know how it works: briefing, CI guidelines, coordination. This structure is essential—but it mustn't take effect too early. Because creativity doesn't come from order, but from friction. If processes dominate too early, design becomes predictable. This is exactly where young colleagues like Kathrin bring a different approach: less fear of taking the wrong first step, more courage to embrace the unfinished. This sometimes seems chaotic, but it is a necessary state for new images, thoughts, and directions to emerge in the first place.
Kathrin: I deliberately start without filters. At the beginning of a project, I want to evaluate as little as possible and allow as much as possible. That is the moment of greatest freedom—and also the moment when ideas arise that cannot be "thought up" later. Only in the next step is this openness channeled. Claudius helps me to condense and sharpen ideas and translate them in a way that fits the brand. But this clarity at the end only works because ambiguity was deliberately allowed at the beginning.
Their shared insight: contemporary branding requires clear dramaturgy. First, maximum openness and irritation, then structure, classification, and brand conformity. Not everything has to make sense right away—but in the end, everything has to make sense. It's like riding a bike: when the frame, parts, and drive work together, it's not only easier to ride, but also more fun.
You can find more information about BECC at https://www.becc-agency.com/ and more about AI here: Grafikmagazin.de
