Über mich
Servus, ich bin Moritz Auer — Brand Designer & Brand Conceptionist aus München. Ich helfe Marken dabei, klarer aufzutreten, konsistenter zu kommunizieren und messbar mehr Wirkung zu erzielen: von der Positionierung über Visual Identity bis zur Umsetzung auf Social, Kampagnen und Brand-Systemen. In den letzten Jahren habe ich u. a. im Sport- und Lifestyle-Umfeld gearbeitet — darunter fast vier Jahre bei FC Bayern München. Dort war ich in viele Brand-Themen involviert: Kampagnen, Brand-Räume, Guidelines/Playbooks, Markenarchitektur und die Übersetzung von Strategie in Designsysteme (inkl. Frontify). Was du von mir bekommst: strategische Klarheit + saubere Design-Exzellenz + pragmatische Umsetzung. Ich denke in Systemen (nicht in Einzelmotiven) und baue Marken so, dass Teams damit arbeiten können — egal ob Start-up, Mittelstand oder etablierte Marke. Woran ich gerne arbeite: • Brand Strategy & Positionierung (Markenkern, Tonalität, Narrative, Architektur) • Visual Identity & Brand Design (Logo-Weiterentwicklung, Look & Feel, Typo, Farbwelt) • Brand Guidelines / Brand Portal (Frontify) inkl. Templates & Governance • Social Media Design Systeme (Templates, Content-Formate, Serien, Story-Frameworks) • Kampagnen & Key Visuals (OOH, Digital, Event, Merch/Partner-Anwendungen) • Art Direction & Content (Foto/Video, Storytelling, Creator-/Community-Ansatz) Meine “Superkraft”: Ich übersetze komplexe Marken-Themen in einfache, starke Systeme, die sich im Alltag bewähren und dabei trotzdem Premium aussehen. Außergewöhnliche Hobbies (die meinen Job besser machen: Ich fahre extrem viel Rad und auch Ultra-Rennen und arbeite kontinuierlich an meiner Latte-Art, und ich sag "Es wird"! Wenn du jemanden suchst, der Brand Building nicht nur “designt”, sondern strategisch führt und bis zur Umsetzung durchzieht, bin ich der Richtige.
Skills
Expert:in
Fortgeschritten
Grundkenntnisse
Portfolio
Playbook FC Bayern
Suuapinga Matcha
Teambus FC Bayern
Projekte
Rebranding Suuapinga Coffee
· Konsumgüter und Handel
2024 — 2025
For the Munich-based specialty coffee brand Suuapinga, I had the pleasure of leading a complete rebrand.Together with the marketing team, we redefined the brand architecture and introduced a modular design system built on a clear grid - making it easier to create consistency across every touchpoint.
I also reshaped the social media presence, developed corporate templates, and consolidated everything into a comprehensive brand guideline, which is now being rolled out.Our collaboration is ongoing — I continue to create social media content, visual campaigns, and design materials for new product launches. Most recently, I accompanied the complete design and rollout of Suuapinga’s own Matcha line, from concept to photography and packaging. Suuapinga runs five cafés and its own bakery in Munich, known for Scandinavian-inspired products and a strong local community spirit. Over time, the collaboration has grown into a genuine friendship with the entire team.
Run Club - We run the Markets
· Banken und Finanzdienstleistungen
2024 — 2025
Where finance meets movement.
What started as a simple idea, bringing people together after work for a run, evolved into the DJE Run Club: a community that connects sport, finance, and good energy.
The event launched with a first edition in Pullach, combining an afterwork run with a shared mindset: performance, connection, and balance.
For the launch, I developed the full visual concept – from the logo and T-shirt design to stickers, photography, and event branding.
The goal was to create an identity that feels both dynamic and premium: financial world meets running culture. Clean typography, strong colors, and subtle references to the DJE brand translate the company’s DNA into motion.
The result: a visual language that moves, just like the people behind it: Welcome to the DJE Run Club!
Berufserfahrungen
Brand Conceptionist & Designer · Vollzeit
FC Bayern München · Kunst, Kultur und Sport · 1.000+ Mitarbeiter:innen
2019 — 2024
As a Brand & Design Conceptionist, I embraced a more strategic and conceptual approach to my work, combining creative direction with a deep focus on brand strategy. My role evolved to include a broader range of responsibilities, balancing storytelling, strategic execution, and in-house consulting.
Key aspects of my work included:
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Brand Strategy Rollout: Implemented and strategically supported the overarching brand strategy, ensuring alignment across all touchpoints.
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Focus on Storytelling: Made storytelling a core element of my work, crafting narratives that resonated with audiences and strengthened brand identity.
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Creative Leadership: Maintained my role as Art Director for marketing days and major projects, overseeing creative direction and ensuring high-quality execution.
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In-House Consulting: Served as an internal consultant for design and brand strategy, reviewing and approving projects to ensure they met the brand’s standards.
This combination of strategic and creative responsibilities allowed me to contribute significantly to the brand's evolution and its connection with key audiences.
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Graphic Designer · Teilzeit
Stiftung Digital Bildung · Bildung und Wissenschaft
2019 — 2020
The 'Stiftung Digitale Bildung' through its initiative "Brainix," aims to modernize textbooks for the 21st century. In collaboration with the Bulgarian company Nemetchek, an innovative testing software is currently in development to enhance the learning process for students.
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Produced numerous illustrations as part of the „Brainix“ project, demonstrating a strong proficiency in graphic design.
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Collaborated with the team at Stiftung Digitale Bildung to realize the organization‘s vision of introducing digital textbooks to schools in Germany.
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Implemented design requirements while adhering to the Corporate Identity of Stiftung Digitale Bildung.
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Contributed creative ideas and suggestions to enhance the visual representation of the organization.
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Worked in collaboration with developers at the Sofia, Bulgaria location to ensure seamless integration of design elements.
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