01 furnomics

Independent B2B media platform · Editorial Strategy · Digital Publishing · Web Design

furnomics is an independent editorial platform covering the international contract interiors market. It is aimed at architects, planners, designers and industry professionals and combines journalism, industry insight and digital publishing.

I developed the project from the ground up – from positioning, visual identity and information architecture to editorial strategy, research, interviews, writing and day-to-day publishing. The platform is built and managed in Joomla with YOOtheme Pro and publishes content in German and English.

Alongside editorial content, I developed additional formats for industry news, interviews, career opportunities and company presentation. This includes the conception of new sections, content structures, newsletter communication and the ongoing development of the platform.

furnomics brings together many of the areas I work in: journalism, content strategy, B2B communication, web publishing and visual design.

• Role: Founder · Editor · Content Strategist · Designer
• Scope: Concept · Research · Interviews · Writing · Editing · Web Design · CMS · Newsletter
• Tools: Joomla · YOOtheme Pro · Adobe Creative Cloud · GA4 · Search Console
• Languages: German · English

Alongside the editorial platform, I develop furnomics’ own visual communication and promotional materials. This includes campaign concepts, house ads and digital assets designed to communicate the brand, its content and its services to a professional B2B audience.

The work combines editorial thinking with graphic design and brand communication – from concept and copy to layout and final production

“The Invisible Giant” (German: “Der unsichtbare Riese”) is a 28-page market study on the international contract furniture market, published by furnomics in German and English. It compares international market estimates, analyses global search demand and looks at how procurement in the contract business actually works – and serves as the lead magnet for the furnomics newsletter.

I handled the project end to end: research and data analysis, writing both language editions, information design with custom charts, and the layout of both PDF editions.

• Scope: Research · Data Analysis · Writing (DE/EN) · Information Design · Editorial Layout
• Tools: Adobe InDesign · Photoshop · Ahrefs

02 BRK Garmisch-Partenkirchen

Corporate Communications · Editorial · Digital · Print

At the Bavarian Red Cross in Garmisch-Partenkirchen, I work across a broad range of communication channels – from web and editorial content to print, social media and visual communication.

My work combines content development with hands-on production. I research and write stories, prepare information for different target groups, maintain and structure web content and develop communication materials for both digital and printed use.

A key part of the role is translating complex or service-oriented information into clear, accessible communication. This includes content for the website, social media, brochures, campaigns, internal communication and publications such as the annual report.

Alongside writing and editing, I also work on the visual side of communication. I design layouts, prepare images, develop print materials and help shape the overall presentation of information across different channels.

The role combines corporate communications, editorial work, public relations, digital publishing and visual design – often from the first idea through to the finished publication.

• Role: Communications & Public Relations
• Scope: Editorial · Web Content · Social Media · Print · Internal Communication · Visual Design
• Tools: TYPO3 · Adobe InDesign · Illustrator · Photoshop · Digital Publishing

03 Das Kranzbach — Quiet Autumn Escape

Concept Study · Campaign Design · Visual Communication · Social Media

Quiet Autumn Escape is a speculative campaign concept developed for Das Kranzbach as part of an application process. Based on the existing brand guidelines and supplied imagery, I explored different visual approaches for an autumn campaign – from layouts closely aligned with the established brand to more emotional, editorial and art-driven concepts. The focus was on translating the idea of retreat, calm and landscape into visual communication. Typography, image composition, reduction and colour were used to create a premium appearance without relying on conventional hotel advertising. The concept was extended beyond static layouts into social media and motion, including a storyboard for an Instagram Reel whose rhythm follows a breathing cycle.

Role: Concept · Art Direction · Graphic Design
Scope: Campaign Concept · Layout · Visual Storytelling · Social Media · Reel Concept
Tools: Adobe InDesign · Photoshop · Illustrator Year: 2026

03 INSIDE Wohnen

B2B Journalism · Editorial Management · Digital Publishing · Web Development

For many years, I worked in specialist B2B journalism for the furniture and kitchen industry, covering companies, markets, retail, manufacturing and industry developments for a professional audience.

My work ranged from daily news and interviews to background stories, market analysis and longer editorial features. Alongside journalism and editorial management, I was also responsible for the development and ongoing evolution of several digital publishing platforms.

After developing and building inside-kueche.de and inside-branchen-gipfel.de, I was responsible for the relaunch of inside-wohnen.de. This included content structure, editorial workflows, page architecture and the continuous development and maintenance of the websites.

Over time, I also developed new digital features and special formats. One example is the INSIDE Roadmap, a recurring digital guide created around the major industry fairs each autumn. The websites were continuously adapted to changing editorial requirements, new formats and user needs.

The work combined journalism, editorial management, digital publishing, web development and B2B industry expertise across print and digital channels.

Selected original articles and editorial pages are available in a protected portfolio area.

Role: Editor · Editorial Management · Digital Publishing
Scope: Research · Interviews · News · Features · Industry Analysis · Editorial Planning · Website Development · Relaunches · Digital Features
Platforms: inside-wohnen.de · inside-kueche.de · inside-branchen-gipfel.de
Focus: Furniture · Kitchens · Retail · Manufacturing · B2B Markets

05 Software & SaaS Content

Research · Reviews · Explainers · SEO

My work in software and SaaS content focuses on turning complex digital products into clear, structured and useful editorial content.

For EXPERTE.de, I researched and tested software and online services, analysed features, pricing and usability, and translated the results into reviews, comparisons and explanatory articles.

The work combines hands-on product research with editorial judgement and a strong focus on reader intent. Complex functionality needs to be accurate without becoming overly technical, while content structures must remain clear and easy to navigate.

This experience strengthened my ability to work with technology-driven topics and to create content that connects research, usability, SEO and editorial quality.

Role: Editorial Content · Software & SaaS
Scope: Research · Product Testing · Reviews · Comparisons · Explainers · SEO
Skills: Technical Writing · Content Structuring · Digital Research · User-Oriented Writing

06 Graphic Design & Visual Communication

Editorial Design · Print · Digital · Campaigns

Graphic design is an integral part of my work in communication and publishing. I develop visual concepts and layouts for print and digital media, often combining content, typography and imagery within one project.

My work includes brochures, annual reports, advertisements, editorial layouts, campaign materials, social media assets and digital communication formats. Depending on the project, I either work within an existing corporate design or develop the visual direction myself.

My editorial background strongly influences the way I design. Structure, hierarchy and readability come first. The aim is not only to create attractive layouts, but to make information clearer and communication more effective.

The selected work below brings together projects from corporate communications, publishing, B2B media and campaign design.