About
I build brands people can walk into. For twenty years that has meant luxury, automotive, travel retail and hospitality. From the first identity to the spaces, launches and partners that make a brand real.
       
Email, LinkedIn ↗

Currently
Rebuilding a 3M+ member loyalty programme into a travel companion. 

Developing a wellness concept for premium airport lounges with Lufthansa.

Experience
Head of Brand, Strategy & Creative
Gharage (Heinemann Innovation Hub)

Brand & Creative Director
Lucid Motors

Brand & Creative Director
Polestar

Brand & Creative Consultant
Google, Volvo

Executive Creative Director
B-Reel
Partners
Balenciaga, Hublot, Gucci, Acne, Teenage Engineering, Stedelijk Museum, Google, Highsnobiety, 032c, Electronic Arts, Robot Koch, Kanghyuk

Praise
Red Dot “Brand of the Year” 2020
Red Dot “Best of the Best” 2021
Education
Miami Ad School
Art Direction & Copywriting diploma

Pepperdine University
BA, Administration of Justice
Languages
Swedish, German, English   
Viktor VahlBrand & Creative DirectorSelected Work


The soul of a brand 
lives in its
physical form

It is as true for cars as it is for hotels. I was always drawn to experiences that connect real people and real cultures. So while I didn’t set out to work in hospitality, below are 7 cases that shows how I naturally ended up here.

2

Lucid Motors
Brand & GTM Strategy
 Lucid arrived in Europe late, into a market led by German engineering and crowded with new Chinese brands.

 “Made in California” became the brand expression, because the origin was the one thing no competitor could copy.







Brand & Creative Director
0 to 8 Studio locations
Photography by Nate Barbour
2.1
2.2
 Protecting it was my responsibility. With a studio team in San Francisco, we evolved guidelines, created content and campaigns. Then briefed local agencies and specialists to adapt the execution. Never the identity.

German registrations grew from 92 in 2023 to 386 in 2024, while the EV market fell 27%.
Top Viktor Vahl