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Info
Boldness is the hardest thing to design. It’s also the most important.


++ Arts & Culture ++
  1. Film Festival Cologne
  2. V-Bank Art Collection
  3. Hauser & Wirth
  4. Berlin Global
  5. Federal Cultural Foundation
  6. Forum of Cultures
  7. Kunsthistorisches Museum Wien
  8. Berlin Opera Foundation
  9. Dresden Music Festival


++ Industry & Associations ++
  1. Boost Inc
  2. Siemens Energy
  3. Röchling
  4. BDZV
  5. Federal Music Accosiation Choir & Orchestra
  6. Creative.NRW


︎Info

︎Contact

︎Imprint
Mark




Sabine
Hoffmann
Creative
Direction



I create brands, identities and design systems that are built to last — not just visually, but structurally. As Creative Director at whybrand, I lead a creative team where strategic thinking and future-proof execution go hand in hand, including the integration of AI workflows and tooling into our design practice. 

My approach is rooted in communicating with visual clarity: minimalistic, timeless and never arbitrary. I am equally comfortable breaking conventions as I am setting them — and I stay sharp by pushing into new disciplines, methods and technologies.

My foundation in branding was built across seven years at BOROS, working with national and international clients in arts and culture. A background in communication design and editorial work — including a stint at elfzwei, specialists in art branding and publications — shaped a deep sensitivity to typography and craft.

︎ Enquiries and collaborations

since 2022
Creative Director
whybrand GmbH
selected clients:
︎︎︎Siemens Energy
︎︎︎PreZero
︎︎︎V-Bank
︎︎︎Linde Material Handling
︎︎︎Boost Inc  
︎︎︎Boostbar AG


2015—2022
Art Director
BOROS GmbH
selected clients:
︎︎︎Hauser & Wirth
︎︎︎Kulturstiftung des Bundes (German Federal Cultural Foundation)
︎︎︎Film Festival Cologne
︎︎︎Dresdner Musikfestspiele (Dresden Music Festival)
︎︎︎Stiftung Oper in Berlin (Berlin Opera Foundation)
︎︎︎Kulturprojekte Berlin
︎︎︎Philip Morris 


2009—2014
Graphic Designer
elfzwei graphic design

selected clients:
︎︎︎Museum Berggrün/Sammlung Scharf-Gerstenberg
︎︎︎Neuer Berliner Kunstverein
︎︎︎Galerie Michael Haas (Berlin/Zürich)
︎︎︎Nicolai Verlag
︎︎︎Künstlerhaus Bremen


2007—2013
 University of Applied Sciences, Potsdam
Academic Studies
Bachelor of Arts / Communication Design


2004—2007
Lette-Verein, Berlin
Vocational training
Certified Graphic Designer