Research question01
Purpose-led differentiation
How can a purpose-led brand be built in delivery services, and how can media and branding express its identity distinctly?
Thesis photography · Berlin
People, bikes and Berlin as the visual evidence base.
BA thesis · theoretical + practical project · 2021
Delivery Season
Khora: food delivery made by all of us
A research-led identity and campaign proposal built around the people, culture and collective structure behind a Berlin food-delivery service.
Format
152-page thesis book
Method
Research to campaign
Outputs
Identity, film, social, product
Academic BA thesis and self-initiated campaign proposal, submitted 31 March 2021. Khora was studied as a real Berlin courier collective; the identity and campaign material shown here was developed for the thesis. No client commission, commercial rollout, published impact, award or performance result is claimed. Environmental comparisons inside concept artwork are thesis messaging, not measured outcomes.
01 · Research and cultural context
Before the campaign, a point of view.
The theoretical half studies purpose-led brands, food-delivery culture, bicycle impact, brand awareness and Khora's collective structure. The practical half turns that inquiry into a connected design system.
Exploratory research02
Audience and category signals
A seven-question survey with 50 responses examined delivery method, environmental concern, worker treatment, visual design and brand loyalty. It is treated as directional student research, not market validation.
Field context03
Founder and courier voices
Founder interviews and courier conversations grounded the project in collective work, cycling culture, working conditions and the human side of delivery.
01
Purpose-led brand and category research
02
Khora case study, interviews and exploratory survey
03
Goals, mission, vision and purpose hierarchy
04
One campaign system across identity, film, social and product touchpoints
02 · Photography and art direction
Courier personality, not delivery cliché.
The thesis calls for authentic natural light, dramatic city context and meaningful human stories, explicitly moving away from generic food-at-the-door imagery.
Photography direction · collective portrait
The group portrait turns collectivity into visible campaign material while preserving individual character.
Photography direction · environmental portrait
Natural light, street architecture and personal styling build the optimistic but documentary-led visual tone described in the thesis.
03 · Identity and graphic system
The courier becomes the symbol.
Identity
Courier helmet and cycling-cap culture as the recognizable anchor
Graphic voice
Madder red, paper tones and bold display typography with street energy
Photography
Authentic natural light, dramatic city context and personality before product
Identity application · concept mockup
The courier-inspired mark extends onto a practical delivery touchpoint, connecting the identity to the people doing the work.
Campaign system · outdoor concept
A collective portrait is scaled into an outdoor campaign statement rather than a conventional product offer.
04 · Selected thesis spreads
The book is part of the proof.
Sixteen curated spreads from a 152-page theoretical and practical BA thesis. The book is shown as designed spreads; the full 120 MB PDF is intentionally not shipped in the portfolio.
01 / 16
Opening
The designed book establishes the project world
Selected thesis spreadPDF pages 01-02
The opening pairs cycling culture with a restrained dedication, introducing the thesis as both an academic document and a designed artifact.
Evidence purpose
Book design, pacing and academic authorship
05 · Thesis film
Khora In Depth Documentary
Thesis documentary · academic project
The documentary gives the film system a human center: courier voices, cycling culture and collective work are carried through the thesis's visual direction.
Presented as part of the 2021 BA thesis and self-initiated campaign proposal. No commission, publication, rollout, award or performance result is claimed.
06 · Campaign and platform system
One idea, carried through the journey.
“Food delivery made by all of us” becomes a system spanning public messaging, feed rhythm, documentary structure, commercial craft and conceptual product moments.
Documentary
Six courier voices structured around cycling, collective work and the imagined effect of a more bicycle-led Berlin.
Commercial
A shared-order narrative designed around matched movement, planned handoffs and editorial continuity.
Campaign channels
Outdoor concepts, social-feed studies and in-app message directions extending one idea across the journey.
Campaign system · citylight concept
A concept poster translates the thesis's bicycle-delivery comparison into a direct public-facing message. It is shown as campaign development work, not a measured result.
Social system · feed study
The feed study alternates people, purpose messages and food imagery to keep the service legible while building a collective narrative.
Product touchpoint · in-app concept
The conceptual in-app layer carries the campaign idea into the order journey instead of isolating it in advertising surfaces.
07 · Final proof summary
What this thesis proves.
Not market performance. Not a commissioned rollout. The evidence is the quality of the reasoning, the designed book, and the coherence of the proposed system from research through final artifacts.
- Research framing and narrative structure
- Editorial and book design
- Identity, typography and layout systems
- Photography and art direction
- Documentary and commercial concept development
- Cross-channel campaign architecture