The aim of the semester project is to design a unique user experience for Sixt, based on a holistic understanding of the customer and the brand. To this end, the agency gave the sixth-semester students fascinating insights into its working methods and into projects such as the brand and design concept for Lufthansa. One thing became particularly clear: brands are not merely understood rationally – they must be experienced. Strategic thinking, attention to detail and a clear stance form the basis for creative brand work that has a lasting impact.
Prof. Patricia Franzreb emphasised: “Empathy cannot be learnt from books – you have to experience it. The visit to Martin et Karczinski showed our students just how much attitude, precision and passion lie behind truly good brand management, and how important a holistic approach is. Developing a deep understanding and a feel for the brand is the foundation for genuine creativity. Insights like these leave a lasting impression.”
