welcomeCopywriter, content creator, creative consultant based in Germany. More than 15 years of international experience — blending skills in native English copywriting, creative direction, conceptual thinking, UX writing, branding and strategy across diverse media, markets and audiences.
selected work
Crazy Henry
BALL Watch Co. has an iconic history of designing and manufacturing robust tool watches — stretching all the way back to 1891. Worn by everyone from railroaders to businessmen to adventurous explorers. Among its most well-known wearers and enthusiasts, Henry Ford. From ideation to storyboard to 3D production, I was responsible for leading the creative process.
creative direction, script, video directionHOLCIM INNOVATION HUB
Based in Lyon, France, the Holcim Innovation Hub is a thrilling showcase of the company’s portfolio of building solutions. Over more than 12 months, I helped lead the content creation for diverse exhibits, resulting in cohesive storytelling and engaging interactive experiences. Afterward, I had the chance to develop teaser content for Holcim’s social channels. You’ll never look at concrete the same.
LEAD WRITER, content & concepts, proofreading
when precision matters
Mehler Systems is a leader in developing protection technology and tactical gear for law enforcement, security and military personnel. More than writing the consumer-facing manifesto video, I developed the brand story and positioning that helped guide the new corporate brand design.
All work and images below © Peter Schmidt Group
Video © Mehler Systems
brand story and positioning, SCRIPT
BALL WATCH CO.
From new model launches to business-as-usual campaigns, I work directly with BALL Watch Co. on a range of projects, both as a creative lead and brand consultant. Creating and sharing engaging content is a daily pursuit — and I’m proud to push BALL further on its journey. Enjoy a small sample of social media posts from a collection of well over one hundred.
concept, copy, design direction
b2C + b2b experience
Luxury. Healthcare. Finance. TECHNOLOGY. Construction. FMCG.
over the last 15 years, I’ve had the chance to share the stories of marquee names, challenger brands, start-ups and INDUSTRY LEADERS. SOMETIMES ALL IN ONE DAY.
GETTING UNDER THE SKIN
I’ve created integrated campaigns, brand manifestos, big concepts with small budgets, social media content and so much more. In the B2B world, I’ve taken complex information and turned it into compelling messaging for niche target groups. Go ahead, ask me about ophthalmic photocoagulation. (Please don’t.) As a native English copywriter based in Germany, I work with an international mindset yet single-minded focus.
making meaningful connections
No matter the brand or segment, it’s all about creating meaningful connections. And whether I’ve done that in large collaborative groups or individually, I’ve delivered high-quality results with responsibility, creativity and kindness. I’m excited to dive into new industries, learn about new technologies and, above all, meet new people.
Launching a START-UP with history
Founded in 1847, Siemens is one of the world’s leading technology companies. When it launched its very own start-up incubator called next47, I joined the design team and developed a tone of voice and then a range of assets — from the website and launch video to brochures all the way to content for the kick-off event.
The branding has changed since its launch a few years ago — a gentle reminder of how everything moves at start-up speeds.
lead writer, content creation, strategy support
BULLET IN A BALL
In August 2023, a 9mm bullet struck the BALL timepiece worn by an on-duty police officer in Anytown, USA (per request, the name and location have been redacted). After the incident, the officer contacted BALL to express his gratitude toward the timepiece’s robust, injury-saving quality. I led the creation of PR content, relying on simple photography of the busted watch, the officer’s personal statement, and a classic headline that let the watch do the talking.
The result: BALL’s most liked Instagram post of all time.
cONCEPT, COPY, DESIGN DIRECTION
Naming and ux writing
Working directly with data and research giant GfK, I created the name Mezure for one of its apps, along with UX writing and tagline and messaging development. From a longlist of more than 500 names to a shortlist of 25, the name was selected after all mandatory compliance and considerations. The app allows consumers to track their purchases at grocery and retail stores, set budgets and earn rewards. Currently launched only in Denmark in beta mode, Mezure is set to expand to more regions soon.
NAME creation, ux writing, BRAND TAGLINE, BRAND MESSAGING
No budget, no problem
Services for the UnderServed (S:US) is a New York City non-profit committed to transforming the lives of people with disabilities, people in poverty and people facing homelessness. In an effort to share their story to New Yorkers and invite them to join their cause, S:US revamped its logo and created a simple online video. A small budget filled with boundless purpose.
lead writer, Storyboard
nuts for city parks
How do you get New Yorkers to spend more time in the city’s countless parks? You partner with their most ubiquitous resident: squirrels. We asked humans to get adopted by a furry friend for the chance to learn everything the parks have to offer. The fun campaign made for City Parks Foundation consisted mainly of out-of-home posters — along with squirrel-sized billboards in Central Park. Squirrels can read, right?
lead writer-
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Subway Posters
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Mini Billboards
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Bus Shelter Posters
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A WAY OF LIFE
Nature is not some place you go. It’s something you experience. That was the driving force behind this campaign for BALL Watch Co. and its partnership with Ducks Unlimited — the world's leading private waterfowl and wetlands conservation organization. From concept to copy and web design to social media production, I led a small team in bringing to life a way of life.
CREATIVE DIRECTION, CONCEPT, lead writer
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Instagram Stories
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say hello.
If you’re a nice, smart and open-minded person, then drop me a line.