mula.
Branding - Web design - Design system - Motion Graphics - Illustrations - Social media
Founded in Berlin, mula is a B2B design-driven company that specializes in crafting high-end merchandise for companies. Their range includes office supplies, personal accessories, and lifestyle products, all made with meticulous attention to detail and a commitment to sustainability. Mula creates pieces that are not only beautiful but also practical and durable, offering lasting value for everyday life. Through their various solutions, including warehousing, automated shipments, and merchandise shops, mula’s mission is to help companies strengthen the connection with their employees by fostering a sense of pride and well-being in the workplace.
Brand book
After an extensive workshop held with the Brand Squad, I took the lead in designing the brand book, focusing on defining the visual identity regulations in great detail. I collaborated closely with both the Brand and Tech units to ensure that every aspect of the visual guidelines was carefully considered, resulting in a comprehensive and cohesive identity manual. This thorough document goal, which spans over 70 pages, was to serve as a clear and practical resource for the entire company.
Brand book
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Design & CI regulations
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Brand book • Design & CI regulations •
The Premium Product Crew
In line with the company's mission to enhance employee connections and well-being, the Premium Product Crew was an exclusive clothing collection created for mula's new and present employees. I created a series of illustrations that drew inspiration from the company beginnings, rooted in the founders’ early experiments with screen printing for streetwear and linked to the hip-hop culture. Three top-selling items of mula catalog—hoodie, pen, and steel bottle—were reimagined as playful cartoon characters. Aiming to celebrate the company’s past while looking toward its future, the collection included hoodies, sweatpants, t-shirts, and a set of stickers.
Vector illustrations
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Collection design
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Vector illustrations • Collection design •
Look Book
After an extensive photoshoot showcasing a selection of products customized in-house by mula for its clients, the Look Book page was designed to display the photos and push the boundaries of merchandise design into the fashion design spectrum. The goal of the webpage, which I art-directed and designed, was to serve as an editorial and inspirational space, encouraging potential clients to explore mula’s diverse catalog and promote the use of its products in everyday life, beyond just the office.
Art direction
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Web design
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Art direction • Web design •
Design System
Following the principles of Atomic Design, I contributed to building the company’s design system by creating a comprehensive range of icons, graphics, and illustrations for platform use. Each icon and illustration family was systematically categorized within the company’s Figma design system, complete with usage guidelines, color palettes, and fixed sizes. Additionally, I played a key role in developing other assets, including various block components and a carefully curated typography stack to ensure optimal readability and hierarchy across mula’s platform.
Design system
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Iconography & regulations
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Design system • Iconography & regulations •
YouTube channel videos
Working closely with the internal marketing team, mula launched a YouTube channel with three distinct playlists, each highlighting different aspects of the company. mula. Explained provides tutorial videos to help clients navigate the platform’s tools and new features. mula. Unboxed presents pre-arranged boxes for various occasions, such as Summer or Christmas, with targeted items from the catalog. mula. Success Stories showcases key collaborations and their impact. I developed the motion graphics for each video, ensuring a cohesive visual identity. This included the main intro, lower thirds, icon animations, closing motion graphics, and thumbnails. Additionally, I assisted with video shoots and contributed to the set design.
Motion graphics
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Set design
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Art direction
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Motion graphics • Set design • Art direction •
Illustrations for blog page
Expanding on the Support illustration style from mula Design System, a versatile visual approach was developed for various purposes, including thumbnails and covers for mula blog articles. The design leverages the full CI color palette, ensuring consistency and brand cohesion across different touchpoints.
Vector illustrations
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Graphic design
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Vector illustrations • Graphic design •
AD for ZEIT magazine
From its inception, mula has promoted a hybrid work model, embracing remote work—whether from home or abroad—and flexibility for a healthier work-life balance. The paid ad in ZEIT Magazine aimed to highlight the challenges companies face in today’s evolving work landscape while emphasizing the importance of employer-employee trust. I fully art-directed, illustrated, and designed the AD to visually convey these themes while presenting mula’s offerings as a solution.
Illustrations
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Graphic design
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Art direction
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Illustrations • Graphic design • Art direction •
Social media content
In close collaboration with the internal marketing team, I designed a social media template library to simplify content creation, ensuring accessibility even for non-designers. Simultaneously, I developed a wide range of more complex assets, primarily for Instagram and LinkedIn.
