Posts tagged swing kitchen
It’s a wrap! July 2019
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Sometime last year, one of my best friends and I conducted an exercise that applied design thinking techniques to what I think is best called “life planning.” Following a step-by-step manual, we had to decide on three guiding principles and values we consider essential. For each of the tenets, we then had to draw a visual five-year timeline. On each of the timelines, the task was to include personal and non-career events we’d want to see happen in our lives in the next few years.

Usually, when people think about doing something like this, they draft just one option. I personally find it puts a lot of pressure on me to only think of one option. Instead, drafting three different options – contradicting or similar ones – gave me a lot of inner peace. It was easy to write “everything” down because suddenly it didn’t matter if what I wrote down was the right choice. It was all optional and, thus, felt much more flexible.

What I especially enjoyed about the exercise was that my friend and I read what we had written out loud and commented on each other’s. Because we know one another fairly well and are used to being candid with one another, we also called each other out on our weaknesses, insecurities, and patterns.

The afternoon was, as you can imagine, rather eye-opening. Nevertheless and as is usually the case, nothing changed immediately. I folded the three sheets of paper filled with my potential life plans, stuck them in the back of my notebook, and more or less forgot about them.

When, six months later, my friend sent me a message to wish me a happy birthday, he asked if I’d made any progress on what I had written down that afternoon.

To my surprise and in that very moment, I realized that I was pursuing one of the big things I had included on one of the timelines. Something that, at the time of the exercise, I didn’t even think was realistic in any way.

I had written down that I wanted to go on a road trip in a camper van.

That’s precisely what happened this past July.

My partner and I left Berlin for five weeks. We traveled from Amsterdam through the south of Germany, Switzerland, Austria, South Tyrol, Northern Italy, and further on to France where we drove from coast to coast before heading back up to the Netherlands with an overnight stop in Brugge.

It wasn’t my intention to go on vacation for five weeks; living in Berlin, I often seem to forget that the world is not as digital as I sometimes like to believe. For the first time since I started freelancing, it was difficult to get my work done – at least as soon I needed internet. So, even though I’m a member of the rebranding team for the Swing Kitchen, working on the brand bible and planning what we’ll do with Swing Kitchen’s website, which will be redesigned soon, there isn’t much to be shared about work in July’s review.

I'm currently fully booked and working on the rebranding of the Swing Kitchen, vegan burger chain from Vienna, and also producing and designing their stand at the Veganes Sommerfest at Alexanderplatz. I'm hoping to make more progress on this project now that I'm back from vacation, and I’ll share more about it here next month.


It’s a wrap! May 2019
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When I first discussed how we could grow Swing Kitchen’s community during our kick off meeting with the team, I made a remark that “our people” come together every Friday to demonstrate for climate justice.

At first, the idea for #friesforfuture was a joke.

Yet a joke everyone on the team loved.

We decided to give free fries to everyone who comes to the Swing Kitchen with a protest sign and do so until the school year ends.

However, it’s one thing to have an idea what you’d like to do (and even if it means you’re giving your products away for free).

It’s a whole different story to do so in a way that’s authentic.

I knew that if this idea was to materialize, someone would have to introduce me to the organizers of Fridays for Future.

I knew that if we wanted for this to succeed, the information about our offer had to come from within, so as it usually goes, I started talking to everyone about what we’d like to do until I met the right person who introduced me to the FfF team.

For the past couple of weeks and every Friday, I’ve started going to the demos.

And every week I was able to make an announcement on stage, welcome pupils and students at the Swing Kitchen, and give them free fries.

Having Swing Kitchen as a client is amazing for several reasons. The company is 100% vegan and sustainable. It was founded by an animal activist with the motivation to end animal suffering. It’s also a company from Vienna and I get to work on this project with old friends.

So many wins.

In the upcoming months, we’re planning a number of great events and also a special collaboration with Einhorn Berlin, which should be a lot of fun.

Yet, the month wasn’t just fun; the most challenging part of May was when I decided to discontinue a project I was incredibly excited about at first. I wrote a much more detailed article explaining the circumstances of what happened.

This past month, I’ve also worked on the messaging for eLab, which is a 6-week course for people who’d like to become entrepreneurs.

First, I’ve worked on their digital marketing strategy. I’ve refined their target group, which led to us deciding to change the messaging on the website.

eLab’s courses are ideal for several target groups, however, and given eLab mostly relies on paid ads, we’ll be targeting people who wish to make a career change and recent graduates seeking international experience.

The website with the new messaging should go live within the next couple of weeks.

I’m currently taking on remote work for the upcoming weeks, as I’ll be traveling around Europe in July. If you or someone you know needs help with online positioning or copywriting, please don’t hesitate to reach out.