Prior to meeting Sebastian, he told us that his plan — as a copy writer — is to stop writing commercial copy. He was fed up with slogans, product reviews and shallow lifestyle blabla. Through his mail we felt a desire, deep intellect, and the courage to take the fight out there, in order to get what he wanted: The challenging in depth work for artists, filmmakers, dancers, theatre and musicians.

When Sebastian entered our rooms, we were surprised. Because suddenly there was this man there, who wouldn't speak very much and look at the wall for most of the time. So our quest for the search of his inner fire and ambition, that we could carry out to the world began.

Ultimatively we came up with a brand name for Sebastian's venture.We felt that it shouldn't just sound nice. We wanted something that was a little smack for Sebastian, to really get himself out there, to shine, and to represent what he wanted to do. And it just so happened that his new brand name was the biggest reality check:​​​​​​​

SEBASTIAN MÜLLER CREATES COMMUNICATION CONCEPTS FOR FILM, ART & CULTURE

Sebastian told us about his working routine. He usually collects as much material for his documentation and copy as he can get. Then he divides things into smaller pieces, scraps of paper, pins things to the wall, draws, cuts... When he told us about his approach we knew what we had to do.

We split Sebastian's full name into smaller bits. With those letters we were able to rebuild new combinations. Three words each that would complement each other and focus on a certain topic. These topics would function as teasers and triggers for readers to engage with Sebastians's larger content. These bits of course were homework for Sebastian. He actively needed to engage with his new brand identity in order to create content and take on this new role piece by piece. Letter by letter.​​​​​​​