Kerstin Ludwig · going→fwd
Fractional Brand & Design Lead | Brand Systems Strategy
Closing the gap between brand strategy and execution across teams, touchpoints, and AI
I solve gaps between strategy, systems, and execution so brands become clearer, more coherent, and easier to act on — backed by 25+ years (Scout24/ImmoScout24, Shopware, Berlin Brands Group, DaWanda) leading across categories, markets, and transformation contexts.
Insights
In-depth answers on brand systems, brand drift, AI governance, and fractional brand leadership.
Brand Infrastructure
600K €/year saved + 50% faster GTM: When brand guidelines finally worked
Guidelines exist. Platform implemented. Teams still can’t execute. Two cases show what actually makes brand systems scale.
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AI / Agentic Governance
AI at scale without brand drift: Governance that holds
Teams adopt AI fast. Output volume goes up. Brand coherence breaks. Two organizations proved governance makes AI speed safe.
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Brand Operations
400K € reduced + 1 Mio € total: When insourcing works
Insourcing fails when it’s just "hire designers and hope." One marketplace proved the operating model that makes it sustainable.
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Fractional Leadership
Scout24 Group rebrand: Award Winner + centralized infrastructure
Group-wide rebrand across licensees and markets. No infrastructure. High stakes. How it shipped and won awards.
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