strategy and art direction.
same head.
I’m Lara Lorenz, Head of Brand Experience at Macromedia GmbH, where I lead the team behind branding, communication campaigns and PR. I use AI across all of our communication – not as an end in itself, but to simplify the work and win back time for what it can’t solve.
13+ years of branding, marketing and art direction – from apprenticeship to Head of Brand Experience.
Selected cases from AI, strategy and art direction – more projects are waiting in the protected area.
Four fields where I move brands forward.
Brand Strategy & Brand Architecture
Positioning and architecture across master brands and sub-brands – derived from real data (perception studies, competitor and applicant analyses), not gut feeling. All the way to brand guidelines people can actually work with.
Art Direction & Brand Experience
Strategy and design from a single source: imagery and tone of voice that feel consistent at every touchpoint – from the campaign idea to the rollout across all channels, digital and print.
AI-first Creation & Automation
I build and prototype myself – with Claude Code, Cursor and Claude Design. The result: modular systems and automations that turn a single idea into hundreds of on-brand assets overnight, across every Google and Meta format.
Leadership & Enablement
I lead and develop a cross-functional brand team. Instead of working through one-off requests, I enable the team to build its own tools – with AI, no coding skills required. Agency management, productions, event management and PR all come together in my area of responsibility.
Projects I build and run for myself rather than for clients – branding first-hand.