Focus marketing

The new TYPO programme segment »Brand Talks« brought brands and agencies together onstage for the first time. Famous branding agencies – including Pentagram, Strichpunkt, Fjord, Peter Schmidt Group, KMS Team, Mutabor, Fuenfwerken and Olapic – came onstage together with their clients and provided exclusive insights into current campaigns for re-branding or new visual identities. Case studies: Mastercard, Hilti, Škoda, DFL, dm-drogerie markt, Prinz von Hessen and many more.


Brand Talks is the new rapid talk format on the second conference day. After the keynote by London-based branding expert Michael Johnson (johnson banks), talks change in a 30-minute cycle. The final talk gives Thomas Müller, Head of Design and Innovation at Fjord with his summary “The End of Branding As We’ve Known It”. Moderator of the Brand Talks: TYPO programme director Jürgen Siebert.



  • 11:00 Keynote: Why the best brands are defined first, and designed second,
    Michael Johnson
  • 11:30 Škoda | KMS Team
    Stefan Büscher, Patrick Märki
  • 12:00 DFL/Bundesliga | Mutabor
    Thomas Markert, Heinrich Paravicini
  • 12:30 dm Drogerie | Oddity
    Julia Wolf, Simon Umbreit
  • 13:00 Mastercard | Pentagram
    Justus Oehler
  • 13:30 Kiehl’s | Olapic
    Rema Gouyez-Benallal , Jose de Cabo
  • 14:00 Break
  • 15:00 Keynote: Today’s Role of Color in Branding,
    Carola Seybold, Pantone
  • 15:30 Case Studies: Building Brand Advocates With Mobile Messaging
    Evan Wray, Swyft
  • 16:00 Audi AG | Strichpunkt
    Jochen Rädeker  and Thomas Michelbach (both Strichpunkt Design) will talk about their project with Audi
  • 16:30 Prinz v. Hessen | Fuenfwerken
    Donatus v. Hessen, Holger Schmidhuber
  • Juventus | Interbrand
    Paolo Insinga, Creative Director
  • 17:30 Hilti AG | Peter Schmidt Group
    Michael Pietig, Norbert Möller
  • 18:00 Government of Dubai | Monotype
    Ahmad Al Mahri, Nadine Chahine
  • 18:30 Closing talk: Fjord
    Thomas Müller, Head of Design & Innovation
Jürgen Siebert moderates Brand Talks on TYPO Show, 26 May 2017.

Jürgen Siebert moderates the Brand Talks in TYPO Show, 26 May 2017. Photo: Gerhard Kassner