details:
Event identity for On x Zalando, presented at Reethaus Berlin. Following a short shakeout run, participants entered an immersive listening experience set within a lush autumn environment. The design translates this atmosphere through a warm color palette and dynamic gradients that reference the transformative sound performance. A tea ceremony complemented the calm setting, with custom tea packaging designed in line with the event’s typographic system to form a cohesive overall identity.
On x Zalando:
design: Bureau Paschmann
concept and production: AS.C Studio
sound: Slowness, FRANKIE
fields of work:
event identity, poster design, printed matter, packaging, social media
details:
Event identity for the Triumph x Zalando runway show, presented at Kantgaragen Berlin. The event centered around a performance in which models moved dreamily through the space, reflecting the intimate act of getting dressed at home. The visual language translates this atmosphere into soft textures, a muted color palette, and a reduced typographic system, creating a calm yet expressive identity.
Triumph x Zalando:
design: Bureau Paschmann
concept and production: AS.C Studio
photos: Celine Paradis
styling: Elisa Schenke, casting: Maria Defant, movement: Dafni Krazoudi, hair: Rabea Röhll, make-up: Julia Barde, sound design: Joshua Böke, creative direction: Lena Sophie Emslander
fields of work:
event identity, poster design, printed matter, social media
details:
Branding and wine label design for BOHEI wines. BOHEI captures a playful, spontaneous attitude—ice-cold wine on the French Riviera and long nights dancing with friends. Inspired by classic hospitality signage with soft curves and a script font, the design introduces a whimsical, vintage tone with a nostalgic hint. Distinctive typography, a vibrant color palette and witty graphic badges balance sophistication with humor, shaping a contemporary wine brand defined by ease, character and joie de vivre.
BOHEI wines:
design: Bureau Paschmann
fields of work:
creative strategy, branding, logo design, typography research, packaging
details:
Event identity for Adidas’ running shoe “Adizero Evo SL” in Frankfurt, Cologne, and Hamburg—including invites, posters, pizza boxes, shirts, spray stencils, and gallery window plots.
Adidas, Adizero Evo SL:
design: Bureau Paschmann
concept and production: AS.C Studio
fields of work:
event identity, poster design, printed matter, social media
details:
New visual identity for Kienbaum, replacing a previously colorful and fragmented brand presence with a classic, high-quality and visually reduced language. Based on a modular design system featuring clear typography, a reduced color palette and a distinctive visual aesthetic, a consistent brand presence is established across all media. Photography in natural light meets AI-generated renderings—bridging human presence and technological forward-thinking.
The project received the German Design Award in the category Excellent Communications Design.
Kienbaum Consultants:
design: Bureau Paschmann, Florian Hirschmann, Angela Töpfer
fields of work:
corporate identity, creative strategy, imagery, editorial design, web design, campaign
details:
Event identity for the launch of Swiss brand On on Zalando, presented at Shedhalle Zürich. The design merges the contrasts of Zürich—On’s home city—combining distinctive Swiss typography with abstract forms derived from the surrounding nature.
On x Zalando:
design: Bureau Paschmann
concept and production: AS.C Studio
choreography: Luca Signoretti, music: Okvsho, dancers: Bérénice Durozey, Sina Friedli, Wittha, Yang Zhao, Styling: Petra Haller, hum: Linda Sigg
fields of work:
event identity, poster design, printed matter, social media
details:
Event identity for Salomon x Zalando, presenting XT Sounds—a special concert in Milan—to celebrate the new XT Whisper shoe. The event showcased soundscapes by Luzai, a live concert by Ginevra, and a DJ set by Emmanuelle within a deliberately retro environment. Drawing from both urban and natural influences, the design language works with organic shapes and subtle retro cues to form a cohesive, atmospheric identity.
Salomon x Zalando:
design: Bureau Paschmann
concept and production: AS.C Studio
fields of work:
event identity, poster design, printed matter, social media
details:
Photo Book with over 800 images, documenting contemporary culture in North and South America.
Sechs Monate Amerika. Ein Sammelsurium:
design: Bureau Paschmann
fields of work:
editorial design, print production, material research
assets:
420 pages, 115 × 180 mm
digital printing with adhesive binding
details:
Visual identity and poster design for Mutual Attraction—a house music event series at Giri Berlin.
Mutual Attraction:
design: Bureau Paschmann
fields of work:
visual identity, poster design, typography research
details:
The second publication of the planned 40 volume Catalogue Raisonné of the artist Michael Müller. The series of catalogs will be published over the next decades and presents an overview of the extensive œuvre of the Berlin-based artist. This volume accompanied his exhibition at Sammlung Wemhöner.
Catalogue Raisonné
Lektüre und Ablenkung:
publisher: De Gruyter, Deutscher Kunstverlag
editor: Alien Athena Foundation for Art, Hubertus von Amelunxen, Anne-Marie Bonnetdesign: Bureau Paschmann
print: DZA Druckerei zu Altenburg
ISBN: 978-3-422-80187-5
fields of work:
art direction, editorial design, printing support, material research
assets:
216 pages, 230 × 320 mm
1.600 copies, german, english, chinese
offset printing with multiple fold-out pages and hot foil stamping on linen hardcover
details:
For the Zurich-based foundation DFINITY, I designed the Ecosystem Report on the topic of “Chain Fusion”—a unique blockchain technology—along with the Ecosystem Map which has been used for digital channels and physical events.
ICP Ecosystem Report:
publisher: DFINITY
editor: DFINITY
design: Bureau Paschmann
fields of work:
editorial design, infographics
assets:
48 pages, 220 × 290 mm
details:
Web design for the Berlin-based artist Michael Müller, whose work has been showcased in places like Städel Museum Frankfurt, Galerie du Monde Hong Kong and Kulturspeicher Würzburg.
studiomichaelmueller.com:
publisher: Studio Michael Müller
design: Bureau Paschmann
development: croox GmbH – cross over xperts
URL: www.studiomichaelmueller.com
fields of work:
web design, art direction
details:
Art Catalog accompanying Michael Müller’s exhibitions at Museum Kulturspeicher Würzburg and St. Matthäus Kirche Berlin.
Am Abgrund der Bilder – „Birkenau“:
publisher: De Gruyter, Deutscher Kunstverlag
editor: Alien Athena Foundation for Art, Gero Heschl
design: Bureau Paschmann
print: DZA Druckerei zu Altenburg
ISBN: 978-3-422-80126-4
fields of work:
editorial design, printing support, material research
assets:
104 pages, 230 × 320 mm
500 copies, german
offset printing with multiple fold-out pages and hot foil stamping on linen hardcover
details:
Art catalog celebrating the 10th anniversary of Kunstsæle Berlin. The publication presents the extensive exhibition history on over 900 pages.
10 years Kunstsæle Berlin:
publisher: Distanz Verlag
edit: Alien Athena Foundation for Art
design: Bureau Paschmann
print: Druckhaus Sportflieger Berlin
ISBN: 978-3-95476-422-8
fields of work:
art direction, editorial design, printing support, material research
assets:
928 pages, 230 × 320 mm
600 copies, german and english
offset printing with a thumb index and adhesive binding with hot foil stamping
details:
Visual identity for FP-DAO—a community controlled, decentralized and fully on-chain launchpad on web3.
fpdao.app:
design: Bureau Paschmann
development: Fuller.Company
URL: www.fpdao.app
fields of work:
visual identity, logo design, web design
details:
The first publication of the planned 40 volume Catalogue Raisonné of the artist Michael Müller. The series of catalogs will be published over the next decades and presents an overview of the extensive œuvre of the Berlin-based artist. This volume also accompanied his exhibition at the Städel Museum Frankfurt.
Catalogue Raisonné
Der geschenkte Tag: Kastor und Polydeukes:
publisher: De Gruyter, Deutscher Kunstverlag
editor: Alien Athena Foundation for Art
design: Bureau Paschmann, Phillipp Majdamin
print: DZA Druckerei zu Altenburg
ISBN: 978-3-422-80126-4
fields of work:
editorial design, printing support, material research
assets:
420 pages, 230 × 320 mm
1.600 copies, german, english, chinese
offset printing with multiple fold-out pages and hot foil stamping on linen hardcover
details:
After founding item Magazin in 2019—a collaborative platform for young designers—I was offered a lectureship at the Design Department at HTW Berlin. As part of my annual teaching assignment the students design and publish item Magazin under my guidance.
item Magazin #4:
founding and supervision: Sally Paschmann
editor: HTW Berlin, Design Department
team: Coco Nova Estèle Schätzke, Al Ayaasha Medford, Emilia Moro, Eli Zaza Moysiopoulou, Dylan Demtröder, Aylin Eryilmaz, Luzie Drawe, Alexandra Trinkl, Camille Baumann, Ella MacWilliams, Florencia Ramirez, Mani Pham Bui
photos: Emilia Moro, Dylan Demtröder
print: pöge Druck
ISSN: 2629-6691
fields of work:
teaching, editorial design
assets:
176 pages, 210 × 275 mm
400 copies, german and english
offset printing with open thread-stitching and detachable transparent cover
details:
Catalog showcasing the latest works by Berlin-based artist Michael Müller. Conceptually, the publication is not intended to look like a finished catalog, but shall rather feel like a spontaneous visit to the artists’ studio to see his works. This central idea is not only reflected in the title “Studio Visit”, but also visually: the catalog has no cover and the binding is not concealed, so that the inside of the book, which is protected by a transparent plastic foil, is always visible, lending the publication its distinctive character.
Studio Visit:
publisher and editor: Studio Michael Müller
design: Bureau Paschmann
print: Buch- und Offsetdruckerei H. Heenemann
fields of work:
editorial design, printing support, material research
assets:
148 pages, 226 × 297 mm
100 copies, english
digital printing with open thread-stitching and detachable transparent plastic cover
details:
For the experiential artist duo Ania Catherine and Dejha Ti, I created a visual identity for their Privacy Collection—an ongoing series of digital artworks and NFT’s, exploring privacy and transparency on web3. The project was showcased at Art Basel Miami and NFT Art Berlin at Kraftwerk.
Operator Key:
publisher: Operator, Ania Catherine and Dejha Ti
desig: Bureau Paschmann
URL: www.operator.la/privacy-collection
fields of work:
art direction, visual identity, typography research
details:
Magazine for the Ministry of Culture and Science of North Rhine-Westphalia showcasing the diverse cultural landscape of the region.
Kultur in Nordrhein-Westfalen:
publisher and editor: Ministerium für Kultur und Wissenschaft Nordrhein-Westfalen
design: Bureau Paschmann, with and for Stan Hema
print: Offset Company, Wuppertal
extras: digital version
fields of work:
art direction, editorial design, typography research
assets:
60 pages, 195 × 297 mm
10.000 copies, german
offset printing with adhesive binding
details:
After founding item Magazin in 2019—a collaborative platform for young designers—I was offered a lectureship at the Design Department at HTW Berlin. As part of my annual teaching assignment the students design and publish item Magazin under my guidance.
item Magazin #3:
founding and supervision: Sally Paschmann
editor: HTW Berlin, Design Department
team: Franziska Saischek, Julia Krämer, Renée Klöffer, Sonja Kotlyar, Tina Thalmann, Barnabás Böröcz, Miguel Martín Betancor, Chikoba Masonga, Bengi Günay, Jonah Seifried, Karoline Nørbæk, Yana Sokova, Dennis Mayerhöffer
photos: Barnabás Böröcz
print: pöge Druck
ISSN: 2629-6691
fields of work:
teaching, editorial design
assets:
120 pages, 210 × 275 mm
350 copies, german and english
offset printing with ring binding, containing varying formats and fold-out pages
details:
Visual Identity for waterslide, a DeFi-Frontend that enables users to take out loans on cryptocurrencies at fair conditions in a decentralized environment and completely detached from banks. The centerpiece of the visual implementation is a complex interface with which users can interact with the Liquity protocol via their browser.
waterslide.app:
design: Bureau Paschmann
development: Fuller.Company
URL: www.waterslide.app
fields of work:
art direction, web design, logo design, typography research
details:
Printed matter for Very Contemporary, a network creating platforms for contemporary art in the Meuse-Rhine Euregion—the border region of Belgium, Netherlands and Germany—bringing people together beyond borders and language.
Very Contemporary Wondertours:
publisher: Very Contemporary
design: Bureau Paschmann, with and for ungroup.group
fields of work:
editorial design
assets:
105 × 297 mm
digital printing with zigzag fold
details:
Visual identity for the management consultant Jenny Gleitsmann. Centerpiece of the versatile branding for her company was a new website.
jennygleitsmann.de
design: Bureau Paschmann, with and for Stan Hema
development: Stan Hema
URL: www.jennygleitsmann.de
fields of work:
art direction, visual identity, logo design, web design, typography research
details:
Printend matter accompanying various exhibitions of the Deutsche Historische Museum Berlin, including multiple posters, banners, flags, flyers and postcards.
Deutsches Historisches Museum Berlin:
design: Bureau Paschmann, with and for Stan Hema
fields of work:
campaign, poster design, editorial design
details:
After founding item Magazin in 2019—a collaborative platform for young designers—I was offered a lectureship at the Design Department at HTW Berlin. As part of my annual teaching assignment the students design and publish item Magazin under my guidance.
item Magazin #2:
founding and supervision: Sally Paschmann
editor: HTW Berlin, Design Department
team: Anna Brauwers, Flynn Jorinde Pätz, Liza Arand, Chris Lui, Tutku Sahin, Leo Romanski, Charlotte Thomas, Nathalie Hauf, Badria-Lea Bader, Jule Gerlitz, Benjamin Fischer, Johanna Leißner
print: Spree Druck Berlin GmbH
ISSN: 2629-6691
fields of work:
teaching, editorial design
assets:
144 pages, 210 × 275 mm
300 copies, german
offset printing with adhesive binding and pantone color
details:
Embroidered typography on textile.
Serif Dreaming:
design: Bureau Paschmann
fields of work:
embroidery, typography research
details:
Visual identity for XYZ Design Festival, including the logo, a website and posters. The design festival focused on the topic of “Contemporary Type” and invited several protagonists like Dinamo Typefaces, Charlotte Rohde, Blaze Type, Vera van de Seyp and Laura Csocsan to Berlin to discuss current trends in type design and to provide several workshops and lectures.
XYZ Design Festival Berlin:
publisher: XYZ Design Festival Berlin
design: Bureau Paschmann and Marina Engelhardt
fields of work:
visual identity, web design, poster design, logo design
details:
With this project I founded item Magazin—a collaborative platform for young designers that allows them to publish their work to a broader audience and gives them the opportunity to explore the field of editorial design by publishing their own student magazine. After the implementation of item I was offered a lectureship at the Design Department at HTW Berlin. Within this annual teaching assignment the students design and publish the ongoing issues of item Magazin under my guidance. The project is officially funded by the university and has become an essential module of the curriculum.
item Magazin #1:
publisher and editor: HTW Berlin, Design Department
design: Bureau Paschmann
print: Spree Druck Berlin GmbH
ISSN: 2629-6691
fields of work:
editorial design, logo design, visual identity, poster design, exhibition design
assets:
144 pages, 210 × 275 mm
500 copies, german and english
offset printing with adhesive binding and multiple paper changes
details:
Brand book capturing the Look and Feel of the Visual Identity for the Hotel Group H’Otello.
H’Otello:
art direction and concept: Chris Rehberger, Double Standards
design: Bureau Paschmann
photo credits: Double Standards and H’Otello
fields of work:
visual identity, textile design, merchandise
details:
Redesign for the magazine 39NULL.
39NULL. Freiheit:
editor: 39NULL
design: Bureau Paschmann and Julia Egger
print: Ruksal Druck Berlin
ISSN: 2282-4200
fields of work:
editorial design, typography research
assets:
128 pages, 200 × 260 mm
1.200 copies, german
offset printing with adhesive binding
details:
Ongoing form studies of Gurro—a small village in northern italy.
Tracing Gurro:
design: Bureau Paschmann
fields of work:
research, editorial design
details:
Exhibition design for the Times Art Center Berlin, an institution founded by the Guangdong Times Museum in China.
Times Art Center Berlin:
Art direction and concept: Tien Nguyen, Double Standards
design: Bureau Paschmann
photo credits: Double Standards
fields of work:
exhibition design
details:
If origin is defined as the place, family and environment in which one grows up, then what about the Internet as an origin for the generation of digital natives? Born in a permanent confrontation with the world, one grows up in an environment where the boundaries between digital and analogue are increasingly merging into a mutually dependent entity. So how can one grow up in a place whose borders are so blurred and indefinable? How can you grow up in a place that does not really exist?
With this project Melanie Glück and Sally Paschmann explored the boundaries of the Internet in modern times through an extensive research period. The results were presented in form of a publication and a website.
Digital Romance:
editing and design: Sally Paschmann and Melanie Glück
fields of work:
research, editorial design, web design
assets:
108 pages, 124 × 170 mm
digital printing with adhesive binding and Pantone color
details:
Shirt design for Cozy Gang.
Translate Cozy:
publisher: Cozy Gang
design: Bureau Paschmann
fields of work:
textile design
assets:
100 pieces
screen printing on cotton
details:
Poster design for various plays at the Münchner Kammerspiele.
Münchner Kammerspiele:
publisher: Münchner Kammerspiele
design: Bureau Paschmann, with and for Double Standards
fields of work:
poster design
details:
Visual compendium and research project analyzing aesthetic perceptions and subjective tendencies in image and design focusing on the topic of “digital nostalgia”. To capture the recurring aesthetic, the publication is a collection of image-pairs, one showing the pre-Internet original and the second its digital twin.
Loop
design: Sally Paschmann
fields of work:
editorial design, research
assets:
114 pages, 235 × 315 mm
digital printing with various formats and customized, openable binding
details:
Poster Series for the Asolo Film Festival.
Asolo Film Festival:
design: Bureau Paschmann
fields of work:
poster design
details:
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Der geschenkte Tag. Kastor und Polydeukes:
published by: De Gruyter und Deutscher Kunstverlag
edited by: Alien Athena Foundation for Art, Gero Heschl
designed by: Bureau Paschmann and Phillipp Majdamin
printed by: DZA Druckerei zu Altenburg
ISBN: 12345678
fields of work:
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assets:
104 pages, 230 × 320 mm
500 copies, german
offset printing with linen hardcover and hot foil stamping
related projects:
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