The document profiles Florian Figge, a Creative Director with extensive experience in creative direction and general management. It outlines the steps involved in the conception and creation of Beck's merchandising, highlighting the importance of brand profile and target market research. Additionally, it emphasizes the design process from initial meetings with the design team to the development of innovative merchandising gadgets.

1. Beck‘s merchandising
Insight into the conception and creation
July, 2011

2. Profile
• Name
Florian Figge
• Title
Creative Director, member of the managing board
• Work experience
6 years – creative direction & general management FIGGE+SCHUSTER AG
2 years – art direction Mediengruppe Münchner Merkur/tz (Ippen Group)
• Major projects/clients
Beck‘s merchandising – Insight into the conception and creation

3. Insight Conception and creation steps

4. Step 1 Kick off meeting with the design team
• brand profile and innovations
• The corporate design of the brand

5. Kick off
Kick off with the design team: focus on the brand profile, the product range and the target market
Beck’s merchandising – Insight into the conception and creation

6. Corporate design
The design team needs to
know the fundamentals of
the corporate design

7. Step 2 The task »design of innovative
merchandising gadgets«
• Research
• gadgets for the target market

8. Research
Existing merchandising gadgets.
8 Beck’s merchandising – Insight into the conception and creation

9. “urban lifestyle“ the target market
9

10. Step 3 conception and creation
• First drafts
• Colored scribble

11. First drafts

12. First drafts

13. First drafts

14. Colored scribble

15. Colored scribble

16. Colored scribble