In 2008 at age 20, I founded my first company, Independent Racing, growing it from a small business manufacturing custom motorcycle graphics & clothing to an international brand and official licensee for KTM and Husqvarna.
My tasks transitioned from initial graphic design into creative direction, production management and business leadership. On the side, I directed merchandise productions for global names like Google, Shoei and many more.
My years as an entrepreneur taught me to work with extreme efficiency, respect budgets & deadlines, solve problems pragmatically and communicate with B2B partners and co-workers in a way that leads to a satisfying result for all parties.
– Creative & Art Direction
– Copy- & Scriptwriting
– Graphic Design
– Product Development
– Production Management
– Brand Concepts
– AI-Assisted Workflows
– Photography & Lighting
– Video Production
Pioneered custom motorcycle graphics & clothing in Germany / Europe and kept the brand going for two decades.
2008-2012
Designed motorcycle graphic kits & casual apparel lines, racing leather suits, packaging, and brand identity.
2011-2021 & 2023-2025
Led manufacturing processes and sourcing, mainly for technical clothing (racewear) as well as “streetwear”.
2012-2019 & 2023-2025
Directed & executed photo and video campaigns including copywriting for high-converting video scripts.
2014-2019
Pioneered street-legal bike customization trends in Europe, securing TV personality partnerships and managing social ad workflows, sponsorships, and full brand aesthetics.
2023-2025
Designed the UX/UI for our product configurator, which was externally build and integrated into our WooCommerce shop. This system bridges the gap between overcomplicated configuration tools and basic webshops, at the same time generating clean backend data, streamlining manufacturing with reduced errors.
Managed complex merchandise projects for third-party clients, often with extremely short deadlines, which were nevertheless always met.
Translated raw creative concepts into production-ready specifications, selecting fabrics, print methods and overseas suppliers to hit specific price points and deadlines.
Featured work includes:
Google Pixel 3 Pop-up Store merchandise – 2018
commissioned by BAM WORKS, Berlin
Shoei Europe MX Jersey collections – 2019&2022
König Galerie Berlin merchandise production – 2018-2020
Sucuk & Bratwurst merchandise production – 2015-2019
2017-2018
Conceived and designed a mixed-use office and residential building in Adobe Illustrator, partnered with a licensed architect for technical review and oversaw construction to completion in 2018. Self-managed the 2021 sale, including listing photography, andachieving full asking price within 24 hours without involving a real estate agent.
2011-2021 & 2023-2025
Transformed a Gothenburg studio into a 6-guest Airbnb, reaching profitability within four weeks before building regulations required closure (2022–2023). Designed, renovated, and styled a guesthouse combining curated 1970s aesthetics with modern elements, alongside custom editorial artwork. Maintained a consistent 5.0-star Airbnb Superhost rating in the top 5% of listings (2025–present), producing and editing all interior, exterior, and drone photography.
Building and restoring classic motorcycles, analog
photography, building/restoration projects in general, riding motorcycles of all kinds, travel as much as possible, good movies & series… only good ones!
Engaging in meaningful conversations beyond small talk.
Here you can see me explaining what my secret sauce is. (Was a small excercise for the D&AD academy)