How does a creative studio reintroduce itself to the world?
Strategist at the rebrand
BUCK brought me in as strategist and producer to help the studio navigate a full reintroduction to the world—not only a new visual system, but a new story about what the company had become.
The engagement sat at the intersection of leadership alignment and large-scale production: clarifying who BUCK was for, how the brand should evolve, and how hundreds of moving parts would ship as one coherent launch.
Vision and positioning
BUCK had already begun from a clear superpower—incredible design and visual identity—but the ethos and the language still had to be crafted. I worked with the C-suite through visioning and mission alignment, sessions that translated ambition into words the whole organization could use. That work had direct impact on how the brand evolved: what the studio claimed in the market, how it positioned itself against peers, and how the new identity expressed a company that had outgrown its earlier story.
A system for the archive
Behind the motion language was an operational problem of serious scale: migrating content and creating new material from hundreds of portfolio projects and hundreds of contributors. I built a system to manage the website build—workflows, ownership, and review—so legacy work could move forward without losing authorship or quality.
From design to fabrication
I managed creative and design across the rebrand while shepherding production into physical and digital form—including merch fabrication and web development. The goal was continuity: the same principles in motion, on the page, and in the objects people could hold.
Launch
The work culminated in a full social campaign and public launch—strategy, production, and release treated as one program. Strategic innovation here meant holding the through-line from executive alignment to the moment the new BUCK met the world.
Project Credits & Information
- Project type
- Campaign
- Partner
- BUCK
- Agency
- —
- Role
- Strategy, Production
- Credits
- Maximilian Lauter
- Press
- —
- Website
- buck.co
- Date
- —
