About

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About me

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About

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Good ideas often get lost once execution starts. That’s usually where I come in.

Good ideas often get lost once execution starts. That’s usually where I come in.

Most brands don’t fail on ideas.
They fail when things scale.

Mike Gajer during a creative strategy conversation, focused on brand development and creative direction. Photographer: Ruben Riermeier
Mike Gajer, Berlin-based creative lead specializing in brand campaigns, creative systems and design leadership. Photographer: Ruben Riermeier
Portrait of Mike Gajer, creative lead helping brands build scalable campaigns and creative systems. Photographer: Ruben Riermeier

WHY

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I recognized patterns before I understood language.

Structure helped me make sense of the world before words did. That way of seeing stayed with me and still shapes how I approach creative work today.
I’ve always been interested in what happens after the idea. How something stays clear, recognizable and meaningful once it needs to scale.
Maybe that’s why I’m still drawn to the same balance: between system and soul.
Mike Gajer during a creative strategy conversation, focused on brand development and creative direction. Photographer: Ruben Riermeier
Mike Gajer, Berlin-based creative lead specializing in brand campaigns, creative systems and design leadership. Photographer: Ruben Riermeier
Portrait of Mike Gajer, creative lead helping brands build scalable campaigns and creative systems. Photographer: Ruben Riermeier

WHY

↴

I recognized patterns before I understood language.

Structure helped me make sense of the world before words did. That way of seeing stayed with me and still shapes how I approach creative work today.
I’ve always been interested in what happens after the idea. How something stays clear, recognizable and meaningful once it needs to scale.
Maybe that’s why I’m still drawn to the same balance: between system and soul.

Brand Side

Brand Systems

Fielmann

Human-centered category platform

See Project

Grandmother and granddaughter sharing a joyful moment in Fielmann’s hearing care campaign.

Brand Side

Brand Systems

Fielmann

Human-centered category platform

See Project

Grandmother and granddaughter sharing a joyful moment in Fielmann’s hearing care campaign.

Campaign development

Creative Direction

Congstar

Brand stance & cultural impact

See Project

FC St. Pauli football jersey featuring the ‘No Room for Racism’ message in the congstar anti-racism campaign.

Campaign development

Creative Direction

Congstar

Brand stance & cultural impact

See Project

FC St. Pauli football jersey featuring the ‘No Room for Racism’ message in the congstar anti-racism campaign.

Rebranding

Creative Direction

Aldi Süd

Everyday relevance in digital culture

See Project

Person with pineapple-inspired hairstyle and fashion styling photographed against a blue studio background for ALDI Nord’s nutrition campaign.

Rebranding

Creative Direction

Aldi Süd

Everyday relevance in digital culture

See Project

Person with pineapple-inspired hairstyle and fashion styling photographed against a blue studio background for ALDI Nord’s nutrition campaign.

Experience

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12+ years turning brand ideas into work that scales for ALDI, IKEA, Porsche and Fielmann.

12+ years turning brand ideas into work that scales for ALDI, IKEA, Porsche and Fielmann.

Fielmann Group

Led brand creative and built systems for consistent rollout across markets and channels.

antoni_99

Developed campaign frameworks for one of Germany’s most complex retail setups.

Grabarz XCT

Turned brand thinking into campaigns that held up from concept to production.

full experience on

Linkedin

Brand work doesn’t fail in the idea.
It fails in execution. That’s where I focus.
Brand work doesn’t fail in the idea. It fails in execution. That’s where I focus.

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Lou Perez

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