Prof. Holger Schmidhuber (*1970) studied painting and communication design in Wiesbaden and New York. He is the cofounder and Chairman of Fuenfwerken Design AG based in Wiesbaden and Berlin, which is one of Germany’s best-known design agencies. His core skills are in strategic brand management and the development of systemic concepts in the field of design language and identity. He is a member of the Type Directors Club NY, the International Design Center Berlin and the Art Directors Club New York and gives lectures at universities, businesses and conferences such as TYPO Berlin. Since 2003 Holger Schmidhuber has been actively involved in teaching at several universities. In 2008-2009 he was a visiting professor of visual communication at the Free University of Bolzano in Italy and since 2010 he has been a professor at the University of Applied Sciences in Mainz in a time-based media course. In addition he works as a visual artist and is represented by the DavisKlemmGallery (Wiesbaden/Munich). Ana Parreira has been a part of and an influence on Fuenfwerken Design AG since 2001. As a design director she has developed the structure and visual identity of brands for various clients and has ensured a consistent identity comprising imagery, corporate design and brand personality. Ultimately a brand’s imagery is essential in getting close to people. She has designed the imagery for the award-winning magazine Original as well as the entire campaign for grill manufacturer Weber Stephens. She also developed the visual and illustration concept and was the photo editor for the magazine Stadtansichten in Germany’s Autostadt Wolfsburg.