I’m Chollada, a brand experience designer and art director based in Munich.

I grew up between Germany, Hong Kong, and Singapore. Moving between cultures, aesthetics, and ways of seeing the world shaped how I approach design — with curiosity, sensitivity, and an eye for what makes something feel right across different contexts. It also made me naturally flexible and adaptable, comfortable finding the right solution whatever the brief, the brand, or the environment.

I studied Graphic Design at Central Saint Martins and Publishing at London College of Communication. Two schools, two disciplines — and together they gave me something I’ve carried into every project since: the ability to think strategically, holistically, and make it beautiful.

My work is not trend-led. I’m drawn to what lasts — design rooted in the essence of a brand, built to feel right today and in ten years. The visual language may evolve but the soul of it should always translate.

For over ten years I’ve worked across agency and freelance environments, building brand systems for clients who understand that every detail matters. I work best with brands that have a strong point of view and the ambition to bring it to life fully.

Outside of work I’m a mother, owned by a Shiba Inu named Mochi, and someone who believes the best design — like the best experiences — is felt before it’s understood.

My Approach

Every project moves through four stages – each one building on the last.

Briefing

Every project starts with a conversation. Asking the questions that cut to the core, i want to find out the story we want to tell, who we are telling it to and waht we need to tell it consistently. From that I distill a clear creative brief that becomes the foundation of our work.

Research

I look at the landscape, the category, the competition – and beyond it. Who are we telling this story to? What does the audience feel, and what does the culture want? Research isn’t a checkbox – it’s where the real brief reveals itself and where we start developing the essence of your brand.

Creating a system

I work systematically. A logo without a system is just a mark. I build the connective tissue between identity, communication and experience – so a brand doesn’t just look consistent, it feels coherent. Detail is where I live: not for its own sake, but because the small things are what separate something that looks designed from something that is designed.

Bringing the brand to life

A brand doesn’t end at launch. I develop the assets, stories and visual language that carry it forward – into campaigns, content, spaces and moments. The system stays alive because it’s built to be used.

Background

Skillset

Advertising
Art Direction
Brand Design
Concept Development
Content Creation
Corporate Design
Editorial Design
Illustration

Education

MA Publishing
London College of Communication
London, UK

BA (Hons) Graphic Design
Central Saint Martins College of Art and Design
London, UK

Clients

ABB, Bayer, Bayern München, Bioré, Bosch, Brose, Bugatti, Busch-Jaeger, DM, Flughafen München, Goldwell, Jobteaser, Lufthansa Aviation Training, Marini, ONYGO, Oppo, Oreo, Santander, Siements, Stimorol