APPEL NOWITZKI GmbH

Identity, not decoration: APPEL NOWITZKI is a Frankfurt studio for branding and real-estate marketing, run by Ulf Appel and Anne Julia Nowitzki since 2013. Architecture, it argues, can be turned into a brand.

Identity only becomes relevant once a brand knows what it stands for, so strategy comes first — positioning, brand architecture, naming — followed by corporate design, websites, campaigns, trade-fair presence and social media. Property developers and offices make up much of the portfolio, among them Park Tower, One Two One on the Zeil and Brooks on East, alongside payment and executive-search brands.