Every change
starts with a why

Whybrand does not believe in predefined processes. Instead, we ask why.

Whybrand believes that solutions must be visible, palpable, tangible. Whybrand works according to customer needs, not according to industry. Whybrand has a balanced mix of national and international customers and projects. Whybrand works with excellent strategists and highly motivated creative minds.

As a young company with offices in Frankfurt, Berlin and Munich, we develop new strategies and differentiate ourselves through big brand concepts with maximum impact: succinctly expressed and perfectly executed.

Our Services

Brand Strategy

What’s the idea behind the brand? Where does the brand stand today? What’s its context? What do the relevant stakeholders think? Where is the brand headed? Whybrand defines each brand’s DNA and translates it into big ideas with maximum impact.

  • Brand Management Consulting
  • Market Research & Analytics (both quantitative and qualitative)
  • Brand Portfolio & Brand Architecture
  • Brand Positioning & Brand Identity
  • Brand Communication Strategy
  • Trend Research Design

Brand Design

What strategic ideas underpin the brand? What is the brand’s distinguishing personality? How do the elements combine to form a cohesive brand, across all media and for all parties concerned? Whybrand develops stand-out brand experiences: internationally designed, consistently expressed, and perfectly executed.

  • Brand Personality & Creative Idea
  • Naming & Claim Development
  • Voice & Content
  • Logo & Corporate Design
  • Editorial Design
  • Corporate Publishing
  • Interactive Design
  • Brand Spaces
  • Packaging Design

Brand Experience

How does the brand evolve, internally and externally? How can we implement and manage the brand – regionally, internationally, and on all touch points? What is the interplay between strategy, creativity and technology? Whybrand provides operational support for a consistent brand experience: compelling, powerful, sustainable.

  • Brand Implementation & Rollout
  • Go-to-Market Strategy
  • Brand Engagement
  • Employer Branding
  • Change, Brand & Image Communication
  • Financial Communication
  • Brand Books & Brand Guidelines
  • Brand Management Platforms
  • Brand Monitoring


The Whybrand management team are proven experts in branding and design. We can boast outstanding expertise and many years of experience in each of our areas.

In creating a well-structured agency team, we have laid a solid foundation for our ambitious corporate and growth strategy.

Friederike Biegel

Managing Partner, Frankfurt

After studying design at the Knights Park Campus of Kingston University, UK, Biegel worked with international branding agencies at home and abroad. Most recently, she served in management at the Peter Schmidt Group (BBDO), where she was responsible for brand strategy. She founded Whybrand in 2013.

+49 69 24 74 731 12
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Professor Alex Buck, PhD

Senior Partner, Frankfurt

Professor Buck earned his diploma at the HfG Offenbach’s Department of Industrial Design, then his PhD at the University of Hanover’s Department of Architecture. He was the founder and Chairman of the Board of design.net AG. Following their merger, he served as CEO and Chairman of the Peter Schmidt Group (BBDO). He is currently an honorary professor of brand and design strategy and a senior partner at Whybrand.


Benjamin Klöck

Managing Partner, Munich

After completing his studies at the ArtCenter College of Design he worked for national and international branding agencies. Amongst others in the management of the Peter Schmidt Group, responsible for the Munich office. Most recently managing director of hw.design, Munich. Since 2020 Partner of Whybrand.

+49 89 69 31 37 96 0
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Dr Christian Kosfeld

Managing Partner, Berlin

Dr Kosfeld completed his studies and doctorate at the University of Arts in Berlin before taking on several positions in agencies, research and science. Most recently, he served in management at the Peter Schmidt Group (BBDO), where he was responsible for brand strategy. Dr Kosfeld founded Whybrand in 2013.

+49 69 24 74 731 11
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+49 69 24 74 73 10


+49 30 23 25 61 60


+49 89 69 31 37 96 0