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Strategy is invisible work. Its best results carry someone else’s name, and the person behind them rarely stands in the spotlight. That leaves a strategist with an unusual problem: how do you make thinking tangible? And how do you present three decades of global experience without it reading like a corporate CV? Tanja also speaks to two worlds at once, from marketing leaders in international groups to the owners of smaller brands, and both had to feel she was talking to them.

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We made three directional choices. First: lead with the person, not the portfolio. Tanja works under her own name, so she became the face of the brand, present in confident portraits and speaking directly in the first person.

Second: lead with questions, not credentials. Every case opens with the strategic question at its heart, so visitors experience how Tanja thinks before they learn who she has worked for.

Third: let restraint make the statement. A bold slab serif, black on white and a single lime accent turn reduction into a point of view. A strategist who asks brands to become clearer should show that clarity herself.

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Tanja Lenz wordmark in black slab serif on a lime tile
Tanja Lenz website on desktop: the Über mich page with a portrait against a white brick wall
Two phones showing the Über mich and Leistung pages of the Tanja Lenz website on an ivory background
Tanja Lenz in a navy turtleneck leaning against a white brick wall, smiling
Colour palette of the Tanja Lenz website: black, lime, white and off-white
Tanja Lenz website on desktop: full-width case cards with large titles
Portrait of Tanja Lenz in a green sweater with arms crossed against a white brick wall

The result is a positioning you can feel within seconds: senior, independent and personal. Global groups and smaller brands stand side by side with equal weight, which is exactly how Tanja works, and the site leads naturally from who she is, through how she thinks, to the first conversation.

It is also built to grow. Cases and articles make it a living platform for her thinking rather than a finished brochure, one that Tanja can keep shaping herself.

A strategist’s website should prove the method. This one does.

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The project in numbers:

~30

~30

Years of brand strategy

7

7

Case studies on the new site

3

3

Ways of working, from focused to comprehensive

1

1

Complete new website

Olaf Haarsma. Photography: Geisselbrecht.

Tanja Lenz

Tanja Lenz

Tanja Lenz

Next Project.

Next Project.

Deep Skincare face mask jar with pearls and a hand mirror on a blue velvet armchair
Deep Skincare face mask jar with pearls and a hand mirror on a blue velvet armchair
Deep Skincare face mask jar with pearls and a hand mirror on a blue velvet armchair

Deep Skincare

Deep Skincare face mask jar with pearls and a hand mirror on a blue velvet armchair
FRANKFURT, DE
FRANKFURT, DE
FRANKFURT, DE