Katrin Niesen

Executive Creative Director, Peter Schmidt Group

Katrin Niesen began working with the Peter Schmidt Group in 1995. Six years later, she moved on, gathering two years experience as creative director at Lothar Böhm, before moving to Brand Union (previously Enterprise IG), where she handled international accounts for another two years. Niesen has been back with the Peter Schmidt Group since 2005. She is the executive creative director, as well as head of the Hamburg office. Her far-reaching experience served her well when she taught “international package design” at the Hamburg Institute of Design from 2011 to 2013. In January 2018, Niesen assumed responsibility for the branding and packaging design division at the Peter Schmidt Group.


Her focus is consumer branding, brand development, brand positioning, and brand strategy. Niesen helps brands with branding (logo), package design, POS presence, and presentation, as well as communications. Niesen is an expert in FMCG at both the local/national level, as well as the international level. Her current clients include Henkel, Rewe, and many more in the beverage, candy, pharmaceuticals, cosmetics, and food sectors.



iF Award Gold for Persil

iF Award Gold for Rewe Feine Welt

iF Award Gold for John & John

ADC Silber New York for John & John

Persil: the world-wide evolution of an icon

In 1907, Persil became the first packaged washing powder on the market in Germany. Today, the brand is a world-wide icon of dependable washing power and purity. But as universal as those values are, they are interpreted very differently in different cultures. The Peter Schmidt Group has been responsible for Persil’s brand presence for more than 10 years. Katrin Niesen and Armin Angerer will present the evolution of a strong brand within the framework of product innovation and design. They will reveal how the world does laundry – and which design codes work.

Brand Talks

Brand Talks is the new rapid talk format on the second conference day. After the keynote by London-based branding expert Michael Johnson (johnson banks), talks change in a 30-minute cycle. The final talk gives Thomas Müller, Head of Design and Innovation at Fjord with his summary “The End of Branding As We’ve Known It”. Moderator of the Brand Talks: TYPO programme director Jürgen Siebert.

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