When I joined CREATE by OBI, the brand was primarily focused on playful DIY furniture projects and product-centered content with rather functional, sterile visual executions. During the COVID-19 pandemic, as people increasingly invested in creating beautiful living spaces at home, I worked closely with my team to strategically and visually evolve the brand.
Our goal was to shift from a purely product-focused approach toward inspiring interior worlds that embraced emerging trends such as Urban Jungle and Japandi while telling authentic, relatable stories. Together with producers and social media managers, I analyzed target audiences, social media developments, and interior design trends, translating these insights into relevant and engaging content concepts.
A key milestone was the development of an in-house production studio, enabling us to create and stage complete room concepts with maximum flexibility. As Art Director, I was responsible for the visual and creative direction of the brand. I developed room concepts, lighting moods, and visual storytelling approaches in close collaboration with photography and video teams, briefed craftsmen and stylists, and oversaw the production process hands-on down to the smallest details.
At the same time, I led the redesign of the social media appearance, introducing a more refined and premium visual language that placed greater emphasis on interiors, atmosphere, and lifestyle inspiration. Working closely with the social media and motion design teams, we established a consistent yet dynamic brand identity across channels.
By managing projects end-to-end—from initial concept development and creative direction through production and performance reporting—I significantly expanded my strategic, creative, and production expertise, delivering at least one major production per month. One of the most valuable aspects of this role was the close collaboration within an interdisciplinary team. It reinforced my belief that truly impactful content emerges when different areas of expertise come together to create work that is both strategically effective and visually compelling.
Unfortunately, the CREATE by OBI brand was discontinued in 2026, and its Instagram channel was subsequently deactivated. As a result, I am no longer able to provide a link to the account or showcase the original social media presence.
Supervision: Nora Zimmermann
Art Direction: Isabella Wulf
Social Media Redakteurin: Ekatharina
Photo- & Videographer: Dima Makrinic, Leonard Krähahn, Amir, Ben Piepraes
Cutter-& Motiondesigner: Raphael Duschek, Benjamin Axtmann
Account Director: Laura Liebknes, Lars Petri
Art Direction: Isabella Wulf
Social Media Redakteurin: Ekatharina
Photo- & Videographer: Dima Makrinic, Leonard Krähahn, Amir, Ben Piepraes
Cutter-& Motiondesigner: Raphael Duschek, Benjamin Axtmann
Account Director: Laura Liebknes, Lars Petri