Kerstin Ludwig
going→fwd
Set the direction. Build the operating logic.
Fractional Lead
When you need someone to set direction, operating logic, and decision rhythm.
You leave with systems that hold under pressure and a team that can run with them.
At a glance
Best when
You need senior direction, operating logic, and decision rhythm without making a full-time hire.
Not for
A single stuck decision, a one-off workshop, or lightweight continuity support.
Typical shape
Usually 2-4 days per month over 3-6 months, with embedded work and structured check-ins.
You leave with
- Clear brand direction and operating logic
- Decision rhythm the team can follow
- Systems that hold under pressure
- A team that can run with the setup
How it works
- Start with a diagnostic (current state, gaps, priorities)
- Set direction: strategy, principles, decision rules
- Build operating logic: workflows, ownership, review cadence
- Embedded or advisory — adapted to context and scope
- Handover built in from the start
Good fit if
- You need senior brand or design leadership without a full-time hire
- A team is growing faster than its operating logic
- Brand or design execution is inconsistent across teams
- You’re going through transformation and need someone to hold direction
Scope & rhythm
- Typically 2–4 days per month over 3–6 months
- Can flex up or down depending on phase and pressure
- Combines embedded work, async support, and structured check-ins