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As part of a bigger brand campaign Thuringia’s Department of Economics tasked Axel Springer Brand Studio (AS BS) with portraying six individuals to represent the German state’s character.

For AS BS I interviewed chocolatier and entrepreneur Alex Kühn, Olympic Goldmedal winner Thomas Röhler and world-renowned professor Ulrich S. Schubert, among others. I told their stories in six longform written profiles.

The profiles were published on WELT’s website welt.de. Two of them also appeared in their flagship weekly print publication Welt am Sonntag. They were published on the campaign’s website das-ist-thueringen.de, too.

The campaign was a success: The Department of Economics commissioned six more profiles.

Axel Springer Brand Studio uses the profiles as a Best Case study in their current brochure.