Over several years, I worked closely with Mario Bissegger, Swiss designer and co-founder of xilobis, shaping the brand’s communications across strategy, editorial and digital. I developed and wrote multilingual content, edited copy for a range of media and formats, and oversaw digital communications and online marketing.

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The focus was never simply on the product, but on the thinking behind it: a modular furniture system designed to adapt to different ways of living, use materials sparingly, and bring together design, functionality and sustainability. Finding a clear and distinctive language for this philosophy was central to my work.

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My understanding of the brand was also shaped by direct experience of the product. Alongside my strategic and editorial work, I advised customers and worked in sales. The combination of first-hand product knowledge and direct contact with customers gave me a nuanced understanding of how design is perceived, explained and communicated.

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Over time, brand strategy, editorial work and digital communications became part of a continuous process — from understanding the thinking behind a product to finding the language that brings it to an audience.

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