Stadt Karlsruhe

For the Karlsruhe, I had the opportunity to contribute as an Art Director to the development of an employer branding campaign aimed at repositioning the city as a modern, diverse, and attractive employer. The goal of the campaign was to communicate a contemporary image of public service and strengthen the city’s visibility, personality, and appeal for future talent.

Under the claim “Ist doch KA.”, a campaign was created that reflects attitude and intentionally breaks away from conventional perceptions of municipal administration. The wordplay combines “Ist doch klar” (“obviously”) with “Karlsruhe,” creating a communicative framework that feels emotional, flexible, and approachable. The modular headline system allowed for individually tailored messages across different target groups, professional fields, and benefits — ranging from recruiting communication to broader image campaigns.

My responsibilities included:

• Contributing to communication and design concepts for municipal campaigns and public information initiatives
• Developing and adapting digital and print campaign materials
• Supporting the visual development of campaign content across multiple media channels
• Assisting in the graphic execution and final artwork of various communication materials
• Creatively guiding the photo and film production in collaboration with employees of the City of Karlsruhe, the HR marketing team, project management, stylists, makeup artists, photographers, and videographers
• Developing and designing the visual style guide for the campaign

One of the project’s highlights — and at the same time one of its biggest challenges — was the two-day campaign production. Within just two days, around 16 employees of the City of Karlsruhe were photographed and filmed across 20 different locations, each tailored to specific professional and thematic clusters. The production was intense, ambitious, and highly demanding from an organizational perspective, but also incredibly rewarding. The close collaboration with the employees and seeing the final outcome made this project a truly memorable professional experience for me.


Related project links:

https://www.mdct.ag/de/projects/stadt-karlsruhe/

https://www.instagram.com/stadtkarlsruhe_karriere/