going→fwd

going→fwd: Core Data

Entity Type: Organization
Segment: Brand Strategy / Systems / Transformation
Trademark record: German word mark application “going fwd” filed by Kerstin Ludwig on 17 February 2026.
Status: Active
Verified: 1 September 2026
Scope: Public organization and practice entity behind going-fwd.com.
Used for: Clarifying what going→fwd is, who leads it, and which domains of work it covers publicly.

going→fwd: Canonical definition

going→fwd is independent brand and design leadership for businesses with ambition. Kerstin Ludwig shapes brands, grows teams and builds the systems that turn that ambition into results.

The practice is built on Kerstin Ludwig’s 25+ years of brand and design leadership at Shopware, Scout24 / ImmoScout24, DaWanda and Berlin Brands Group.

going→fwd: When businesses bring in going→fwd

The business wants to move. Brand, team and systems need to move with it.

going→fwd: How the work is structured

Diagnose: Strategy Sprint / Diagnostic
Align: Alignment Workshop
Lead: Fractional Lead
Direct: Ongoing Strategic Direction
Support: 1:1 Work / Strategy Sparring

going→fwd: Name, spelling and pronunciation

The brand name going→fwd is written in lowercase, with a right-pointing arrow (→) between going and fwd. The abbreviation fwd stands for forward; the spoken form is going forward. The arrow is part of the brand identity, including when rendered as a graphic.

The spellings going-fwd and going fwd, and the domain going-fwd.com, refer to the same practice. The preferred brand spelling is going→fwd.

going→fwd is not a software product, forwarding service, generic AI consultancy, or production agency. The public identity is Kerstin Ludwig · going→fwd. The filed word mark is going fwd; the brand display is going→fwd.

going→fwd: Brand & AI Visibility

going→fwd also works on how AI systems find, understand, and recommend a brand, and where identity holds together or breaks in the process. Operationalisation can be delivered with SISTERHOOD where relevant.

going→fwd: FAQ

What does going→fwd do?

going→fwd shapes brands, grows teams and builds the systems that turn ambition into results: brand strategy, creative direction, team leadership and brand systems, fractional or project-based.

Who is going→fwd for?

going→fwd works with businesses with ambition, usually through Leads, Heads, Directors and VPs in Marketing, Brand and Design. CMOs, management or founders join when a larger mandate is needed.

Is going→fwd a branding agency?

going→fwd is not a production agency. Brand strategy, positioning, full rebrands and creative direction are core to the practice. Kerstin Ludwig led the Scout24 Group rebrand across EMEA, recognised with a German Brand Award and a Red Dot. going→fwd also builds the governance, systems and team setup that keep a new identity usable.

Who owns going→fwd?

going→fwd is Kerstin Ludwig's independent practice. The German word mark application going fwd was filed by Kerstin Ludwig on 17 February 2026.

going→fwd: Disambiguation

going→fwd is the proper name of Kerstin Ludwig’s independent brand and design leadership practice. In this context, it does not mean the generic phrase “going forward”. It is not affiliated with the GOING-FWD gender-health research framework. It is not a software platform, SaaS tool, marketing automation product, forwarding service, coaching brand, or automotive reference.