Strong Character: type-led brand identity
Andrea Grudda was born in Augsburg, Germany and is a renowned Author, Consultant and Trainer. A few years ago, she began to specialize in the areas of Strategy, Lifestyle and Sales. Today, she accompanies companies in their transformation journey into the new world of work, which is now characterized by digitalization, artificial intelligence and work-life balance.
Grudda teaches Trend Management at the European Media and Business Academy (EMBA) in Düsseldorf and joined the board of the Flexible Working World Foundation in 2020. Her clients include Aston Martin, Levi’s, MCM, Fraport, Dorint Hotels, Vero Moda/Jack & Jones, and Intergastra, among others.
Her new website was conceived and designed by the Düsseldorf-based design studio vista. It is as multifaceted as her fields of work. Her competencies, CV and services can all be explored in a playful way in the über user-friendly website. Facts and suggestions complement each other elegantly and colorfully.
Her cell phone number (set in the distinctive Nikolai, just like the rest of the website) is unmissable because it takes up the entire width of the screen. For anyone who would prefer to write to her, you can start an online chat with the management consultant directly.
Andrea Grudda’s communicative power is reflected in both the unusual design and the typography used throughout. This aesthetic makes her website and brand clearly stand out from comparable offerings. Our very own Nikolai is the font of choice and is used throughout. It is a display family with a strong character and was created in 2020 by the Italian Designer, Franziska Weitgruber. Nikolai’s roots lie in the Renaissance, as it is based on a Jenson Antiqua. However, in the course of its creation between 2018 and 2020, it has clearly evolved in a more contemporary direction. Its Renaissance DNA is now barely recognizable due to its strong stroke contrast.
As her website is 90 percent text, the visual identity of the Andrea Grudda brand is primarily influenced by Nikolai’s identity.