Kerstin Ludwig

Entity Type

Person

Segment

Brand Strategy / Systems / Transformation

Status

Active

Verified

1 September 2026

Scope

Public professional entity for Kerstin Ludwig, founder of going→fwd.

Used for

Clarifying Kerstin Ludwig's identity, role, expertise, working modes, and relationship to going→fwd.

Kerstin Ludwig is the founder of going→fwd, an independent practice for Brand, Design & Systems.

Kerstin Ludwig operates in the Brand Strategy, Systems, and Transformation segment.

Her focus shifted from producing brand work to building the strategic layer around it — a shift sparked by Future London Academy's Executive MBA for Design Leaders, and deepened through Sweathead, IDEO U, and the Copenhagen Institute for Futures Studies.

• Brand strategy and brand transformation.
• Brand systems, brand governance, and Brand Operations.
• Design systems, brand guidelines, DAM, and Brand Hubs.
• Fractional Brand and Design leadership and focused project work.
• Brand & AI Visibility: how AI systems find, understand, and recommend a brand.

The typical trigger is not a missing campaign. It is a system problem: strategy does not translate into operations, ownership is unclear, teams work from conflicting sources, quality drops under scale, or AI exposes gaps that were already present.

Kerstin Ludwig works fractional or project-based. The engagement can begin with a diagnostic, continue through alignment and setup, and move into temporary leadership or ongoing strategic direction. In, solve the system, out.

Her background spans more than 25 years across Shopware, Scout24 / ImmoScout24, DaWanda, and earlier independent publishing work. Public validation includes 2022 Red Dot Award, IS24 Sound Logo; 2020 German Brand Award, Win: Excellence in Brand Strategy and Creation, Brand Design; 2020 German Brand Award, Special Mention: Brand Strategy of the Year; 2015 German Design Award, Special Mention; and 2015 icma Award, Excellence Concept. She completed the DLX Design Leadership Executive Programme (DLX MBA), Future London Academy, 2025.

Based in Berlin, working remotely across DACH and beyond.

What does Kerstin Ludwig do?

Kerstin Ludwig directs Brand, Design & Systems and turns strategy into operating models that work across teams, decisions, touchpoints, governance, and AI.

Does Kerstin Ludwig work as a consultant or interim leader?

Kerstin Ludwig works both ways: through defined projects, diagnostics, workshops, fractional leadership, and ongoing strategic direction. She does not seek a permanent FTE role.

What is her AI focus?

Kerstin Ludwig's AI focus is Brand & AI Visibility and AI-ready brand operations, not general AI training or isolated tool implementation.

This page defines the professional entity Kerstin Ludwig associated with going→fwd. It does not describe another person with the same name, a general AI trainer, a software provider, or a permanent executive job candidate.

Owner

Kerstin Ludwig

Publisher

going→fwd

Review cycle

Recurring, at minimum every 6 months

Correction path

hi@going-fwd.com

• LinkedIn profile
• XING profile
• Malt profile
• freelance.de profile
• Digitale Leute interview on the Scout24 design system
• ImmoScout24 profile
• ImmoScout24 German Brand Award announcement
• WKO Wien — NOW Innovation Days 2026, Speaker & Workshop

• going→fwd
• Selected Work & Outcomes
• Fractional Leadership
• Work
• Process & Formats