When I look back on my year in this job, I can’t help but highlight how surprisingly broad the range of tasks was.
Since I didn’t enter the creative industry through an agency but as an in-house all-rounder, my daily routine was all about being prepared for the unexpected. If someone had told me that my first challenge after university would involve creating a color concept for personalized tableware using the RAL palette and discussing it with both interior designers and restaurant chefs,
I wouldn’t have believed them – but that’s exactly how my story with the Lindenblatt company began.
I started working for the brand in March 2021, and Lokal 4, an innovative new restaurant concept
in the heart of Hanover, opened its doors in July 2021. Building on the existing Lindenblatt corporate design
created by ©Thomas Wahle for the other restaurants (Lindenblatt, 800 Grad, and Burger Bar),
I developed a fresh interpretation of the brand's visual language for Lokal 4.
This included incorporating creative concepts from the interior design office in charge (UNDPLUS Berlin).
Designing the menus was one of the most important aspects of my work,
as they are the main visual medium for selling. During the intense startup phase
of the restaurant and amidst constant changes, I had to continuously update
the menu design during the first six months, always adjusting it to the evolving food concept.
One key visual that ties together the classic print media is the petrol leaf illustration,
which found its way onto the menus and business cards.
Other print media like posters or flyers were always connected to the visual appearance on social media,
creating an interlocking design on- and offline.
In comparison to Lokal 4, which was a brand-new restaurant with a blank canvas to work on,
the art direction for the already established 800 Grad focused on creating communication media
within the existing corporate identity. The goal was to maintain the classy, uncluttered design
that the brand is known for.
During my time at Lindenblatt, I was surprised by how fluid the boundaries of so-called "art direction" became for me.
Of course, there was a seamless transition to other areas of my work, such as the visual language of photography
and managing the social media presence. But I especially want to highlight that I was the go-to person for anything
"artsy" in the company – a role that peaked when I worked out a concept for New Year’s Eve decorations
just between Christmas and New Year’s.
On December 31, I was in both restaurants, hanging up balloons, banners, and glitter:
Chaotic, but magical. And honestly, that’s exactly why I loved working for this company: being so close
to every decision and being trusted with so much responsibility from the very beginning.
Designed between March 2021 - May 2022 in Hanover,
as inhouse creative of Lindenblatt, for their two restaurants Lokal 4 and 800 Grad.

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