Gütter Naturbaustoffe

My collaboration with Gütter started with creating and scheduling social media content. What began as a fairly focused assignment quickly grew as we started looking at other parts of the business that could be updated and brought into the same visual direction.

Over time, I began working across newsletters, flyers, print ads, campaigns, retail communication and larger-format work. I redesigned Gütter’s annual calendar for customers and partners, developed regional print advertising and later worked on billboards and building graphics around sustainability and the idea of building for tomorrow.

A big part of the role is adapting the communication to very different customers. Some pieces need to feel warm and inspiring for people renovating their homes, while others need to communicate clearly with architects, tradespeople and construction companies. I develop layouts, messaging and newsletter formats around those different needs while keeping the overall brand connected.

I also work closely with partner brands such as dormiente, mafi and Berg & Berg. When Gütter became an official dormiente partner, I developed the launch communication across print, digital and social and coordinated the photography for the opening. Similar collaborations continue across campaigns and ongoing content, where existing supplier materials are brought into Gütter’s own visual language.

Working closely with the owner has allowed the role to grow naturally over time. What started with social media has become an ongoing creative partnership across the day-to-day communication and larger brand ideas, helping an established ecological business feel more current without losing what made it recognizable in the first place.