I'm Martin Graf, a Creative Director / Brand & Design Lead based in Munich. I bring 20+ years of experience across branding, CI/CD and 360° marketing, including a long stint at Serviceplan and leadership roles at teNeues. My work focuses on building clear brand systems, strong visual language, and scalable guidelines that empower fast, consistent roll-outs. I collaborate across teams to deliver design ops, template libraries, and DAM-ready asset libraries, and I’ve steered high-profile campaigns for luxury brands and global clients such as A. Lange & Söhne, JLL, BMW, Expedia, Novartis, DHL and Lufthansa.…

Martin Graf

I'm Martin Graf, a Creative Director / Brand & Design Lead based in Munich. I bring 20+ years of experience across branding, CI/CD and 360° marketing, including a long stint at Serviceplan and leadership roles at teNeues. My work focuses on building clear brand systems, strong visual language, and scalable guidelines that empower fast, consistent roll-outs. I collaborate across teams to deliver design ops, template libraries, and DAM-ready asset libraries, and I’ve steered high-profile campaigns for luxury brands and global clients such as A. Lange & Söhne, JLL, BMW, Expedia, Novartis, DHL and Lufthansa.…

Available to hire

I’m Martin Graf, a Creative Director / Brand & Design Lead based in Munich. I bring 20+ years of experience across branding, CI/CD and 360° marketing, including a long stint at Serviceplan and leadership roles at teNeues. My work focuses on building clear brand systems, strong visual language, and scalable guidelines that empower fast, consistent roll-outs.

I collaborate across teams to deliver design ops, template libraries, and DAM-ready asset libraries, and I’ve steered high-profile campaigns for luxury brands and global clients such as A. Lange & Söhne, JLL, BMW, Expedia, Novartis, DHL and Lufthansa.

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Skills

Experience Level

Language

German
Fluent
English
Fluent
French
Intermediate

Work Experience

Owner / Creative Director at StudioM
November 1, 2021 - Present
Brand strategy & identity; design systems & guidelines; asset library & DAM governance; go-to-market visuals; template libraries; production direction across photo/film/CGI/GenAI-assisted explorations; DesignOps enablement; workshops, pitch collateral, and team onboarding to accelerate adoption of brand standards.
Creative Director at DDB Health
October 1, 2020 - October 1, 2021
Lead for global & DACH Rx/patient campaigns (HCP/patient/field); team lead (5 FTE); MLR-safe processes for international approvals; digital toolkits and market adaptations; new business pitches; achieved pre-approved toolkits and accelerated roll-outs.
Creative Director / Design Director at Freelance
May 1, 2019 - September 1, 2020
Brand strategy & corporate identity for startups/SMBs; digital & social design; template libraries for in-house teams; end-to-end campaign & production management.
Head of Design at teNeues Publishing Group
August 1, 2016 - April 1, 2019
Overall design responsibility (8 FTE) for international book program; brand & coffee-table books; collaboration with artists/photographers; web shop & CRM improvements; editorial publishing & brand books for premium brands.
ACD / Group Head / AD at Serviceplan Group / Plan.Net
January 1, 2000 - December 31, 2011
360° campaigns across retail/telecom/travel; leadership of 4–10 FTE; pitches & productions; digital strategies & UX for major brands; global roll-out, toolkits and brand guardianship.
Creative Director / Design Director – Freelance at Freelance
May 1, 2019 - September 1, 2020
Brand strategy & corporate identity for start-ups/SMBs (finance/mobility); digital & social design; template libraries for in-house teams; end-to-end campaign & production management.

Education

Diploma in Graphic Design (state-recognized) at Blocherer School, Munich
January 1, 1998 - December 31, 2000
Graphic Design Studies at St Helens College of Arts, Media & Design (UK)
January 1, 1996 - December 31, 1998
Internship at RG Wiesmeier Advertising Agency, Munich
November 1, 1999 - January 1, 2000
Diploma in Graphic Design (state-recognized) at Blocherer School, Munich
January 1, 1998 - December 31, 2000
Graphic Design Studies at St Helens College of Arts, Media & Design
January 1, 1996 - December 31, 1998
Internship at RG Wiesmeier Advertising Agency, Munich
November 1, 1999 - January 1, 2000

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Professional Services, Healthcare, Software & Internet, Travel & Hospitality, Real Estate & Construction, Manufacturing, Financial Services

Skills

Experience Level