SELECTED.
Baseline
Physiotherapy.
Baseline started without a name, brand, or digital presence - only the
ambition to open a physiotherapy practice focused on athletes.
From the outset, my role was to define the brand at a strategic level and carry that thinking through every touchpoint. We began by clarifying the positioning, audience, and tone of voice, then translated those decisions into a cohesive visual identity and a digital presence designed to support real business growth, not just launch visibility.
I worked closely with the founder across the entire process, acting as strategic partner, creative lead, and executional lead. This ensured that decisions made early on were carried through consistently - from naming and messaging to design, content, and day-to-day communication.
The process
We started by clarifying positioning, audience, and tone of voice. These decisions became the foundation for a cohesive visual identity and a digital presence designed to drive real business growth, not just launch visibility.
My role spanned strategy, creative leadership, and execution—ensuring naming, messaging, design, content, and day-to-day communication all aligned from the start.
The work included defining the brand strategy, creating a scalable visual identity system with logo, typography, and color palette, and designing a website built for credibility and impact. We also developed social media and content strategies with practical frameworks, scripts, and KPIs to keep messaging organized and consistent.
The COLLABORATION
From day one, the client had full access to our Notion client portal hub, where all project materials were organized in one place. This made it easy to track progress, review deliverables, provide feedback, and stay informed at every stage.
Beyond organization, the client was able to:
Access strategy documents, brand guidelines, and visual assets anytime.
Track timelines and milestones to see the project evolve in real-time.
Have a single source of truth for all decisions, making handoff or scaling simpler.
Collaborate directly, ensuring their voice and priorities were embedded throughout the project.
This transparency and structure helped the client feel involved, informed, and confident in every decision.
THE Challenge
Physiotherapy is a crowded, often generic market. The goal was to create a brand that felt credible to athletes while remaining approachable for all clients. With no existing brand or content, every early decision carried long-term consequences. Strategy needed to guide the work before any design or execution began.
At the same time, we needed systems, not one-off assets. Everything - from identity to social content - had to be consistent, cohesive, and maintainable. And the strategy had to be ambitious yet realistic, aligned with the client’s capacity for execution.
THE IMPACT
Within 90 days, the new brand and social presence generated significant engagement: follower growth increased by 224%, reach by 158%, and profile activity by 405%. Videos collectively reached over 230,000 views.
These results were achieved in a geographically limited Swiss-German market, where audiences are small and growth is naturally gradual. Despite these constraints, the brand quickly established visibility and credibility within the local sports community.
The momentum from digital channels translated directly into tangible business outcomes. Baseline has since moved into a much larger space, currently undergoing a full remodel, and is preparing to open two additional locations.
By providing clear positioning, a cohesive visual identity, and structured digital content, the project created a foundation the client could build on. It demonstrates how thoughtful, connected decisions across brand and digital channels can generate meaningful growth — both online and offline.
Note: This project showcases the work delivered at the time of our engagement. The client has since taken over ongoing management of the brand and digital channels.
more work.
Selected projects from my agency years - leading strategy, creative direction
and end-to-end execution across multidisciplinary campaigns.
IKEA - an Employer Branding Series
Pitch, Visual Strategy, Copywriting, Creative
Development & Production Oversight
I oversaw the storytelling series from concept to delivery, shaping narrative arcs, refining scripts, and guiding the production team to ensure every episode felt authentic, approachable, and engaging.
I Worked closely with internal stakeholders to highlight real employees, balancing creative vision with brand guidelines and operational constraints. Coordinated shoots, creative assets, and post-production workflows to deliver content that resonated both internally and externally.
The Space with Daniel fanslau (talk show)
Pitch, Visual Strategy, Copywriting, Creative Development & Production Oversight
I managed the creative process from start to finish, defining the format, steering visual and narrative direction, and keeping production aligned so the team could focus on content.
I collaborated with hosts, writers, and producers to bring structure and tone to a fast-moving show while allowing for the personalities and energy that made the program distinctive. Oversaw the delivery of episodes across channels to maintain consistency and quality.
Lucky Punch - the Festival summer
Pitch, Creative Development, Campaign Support & Content Direction
I directed social content planning and production, ensuring the festival’s digital presence reflected its playful, high-energy identity. Built frameworks for content creation, shot lists, and posting workflows to keep the team aligned.
I balanced planned campaigns with real-time updates from festival events, maintaining a cohesive voice and look across channels. Collaborated closely with performers, vendors, and marketing teams to ensure digital storytelling matched the live experience.
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