Axel studied communication design at FH Mainz and joined 5W’s Wiesbaden office in 2001. He is particularly focused on various PoS aspects and the challenge to provide end users with a right balance between information and emotion at the time of purchase. For him, staging a brand in a 3D environment, while directly competing with other brands, is a key tool for creating lasting brand loyalty.
Since 2008, he has therefore taken on the responsibility of creating and developing trade fair booth concepts and PoS implementations for the Weber-Stephen brand. Prior to this he created information designs for Münchner Verkehrsgesellschaft and corporate designs for Nürburgring, Getrag Ford, Schreck-Mieves and several wineries. In addition, he is responsible for all print communication for brands such as Messe Frankfurt, Wyeth Pharma, sanofi, Clariant, SCHOTT and Klüh.