Bios

He’s German

I’m not. If you absolutely can’t help it, then here’s where you can find out about our experience and design background, and a little bit about what we do.

THEO AND SEBASTIAN

We help businesses articulate their offering and achieve results. Our ethic is rooted in knowing our customer, then delivering clear communications, a strong brand presence, and inspired design.

 

We make things. Like a virtual corporate headquarters for American Express. Or a major redesign of print and digital platforms for The Hollywood Reporter. Or develop a module-based, multi-language news site for the Voice of America.

 

We are a collective of designers, strategists, and developers based in Brooklyn. Our principals work directly with our clients, dedicating themselves to their goals and long-term success. We become a partner, lending our passion for innovation, communication, and visual acuity to your business and customer experience.

THEO FELS

Designing publications and web sites for prominent news, corporate, and media/entertainment clients, Theo is highly regarded for his adroit use of design to intensify communications impact and address critical business issues.

     A seasoned digital news designer, his most current work is the redesign of the Irish Independent and the Belfast Telegraph news sites, The Voice of America cross-platform news delivery, and Singapore Today.

     In 2010, his team completed the redesign of both the website and print magazine for The Hollywood Reporter.

     His other media and entertainment clients have included Bloomberg.com, The New York Sun, CondéNet, MSNBC, MTV, HBO, Newsweek, Metro Newspapers, AOL, and Univision.

     Before establishing his own studio, Theo was creative director at Danilo Black Inc., and prior to that he was managing director of VSA Partners’ New York studio. He holds bachelor’s degrees in art and art history from the University of California, Santa Cruz.

 

Theo and Sebastian are often found posing for portraits outside their studio in Brooklyn.

SEBASTIAN KAUPERT

Sebastian designs across media and practices, with a focus on branding and business.

      He has developed identities, consumer advertising, editorial design, online advertising, corporate sites, application interfaces, and intranets for brands like American Express, BMW, Condé Nast, Evian, IBM, Mastercard, MSNBC, Nickelodeon, Novartis, Pfizer, Simon & Schuster, Verizon, Viacom, Volvo, and UPS.

      Sebastian served on the board of AIGA’s New York Chapter, and has been teaching communication designers at Pratt Institute for over 13 years, including classes on social media and business practice.

      He received an MA in Graphic Design from the Pforzheim School of Design in Germany, with Marketing Communication Credits from the Pforzheim School of Business. In 2003, he completed an Executive Program, Business for Design Leaders, at Harvard Business School.

news redesign
Outside the Fold
Two things never change about the news: it travels fast and it never stops. What continues to change is how we get our news and the resulting conversation.


We worked with the Independent News & Media group to identify goals for their website redesign which, at face value, included seemingly rival ambitions: retain the group’s established  

news redesign
Outside the Fold
Two things never change about the news: it travels fast and it never stops. What continues to change is how we get our news and the resulting conversation. We worked with the Independent News & Media group to identify goals for their website redesign which, at face value, included seemingly rival ambitions: retain the group’s established credibility while targeting a younger audience; add more multimedia and social features to increase the reach and richness of the stories but decrease visual clutter; create a unified look and feel for their affiliate sites yet retain the individual identity of each. And they wanted to move away from the limiting structure of the print counterpart. They wanted a design that wasn’t just about what was happening above and below the fold but what was happening inside, outside, and all around it.

The simplicity of our resulting modular designs create a more fluid reader experience. We built a community around the news, incorporating sharing features and media that enhance, and actually become, the stories. The Independent, the Belfast Telegraph and Independent Woman are the daily conversation of Ireland. And the flexibility of the design will ensure the conversation doesn’t stop.

As the following video announcing the redesign says: a good story has no ending--neither does a good design strategy.

Sebastian Kaupert talks brand, vision and commitment. READ MORE ►

Congratulations to the team in Belfast. It was a pleasure working with you! READ MORE ►

apps for corporate events
Arrival, Departure and Everything In-Between
Every year, American Express
holds conferences, meetings, and events world
wide. These events bring together business leaders, inno-
vators and merchants for meetings that can last a day or a
week. American Express wants each attendee to have

apps for corporate events
Arrival, Departure and Everything In-Between
Every year, American Express holds conferences, meetings, and events world wide. These events bring together business leaders, innovators, and merchants for meetings that can last a day or a week. American Express wants each attendee to have access to as much knowledge as possible about the events, people attending, companies involved, locations, and accommodations.

All this information comes together in an iPad app customized and branded specifically for each event using a common, reusable platform. With a swipe or touch, attendees can access up-to-the-second interactive schedules, location information, participant biographies, and travel information all downloadable through Apple’s B2B app store.

redesign

Totally Hollywood Baby

 

TOTALLY CROSS-PLATFORM

Razorfish, one of the largest multimedia agencies in the U.S. asked us to lead the design pitch, then consult and art direct a top-to-bottom print and digital content and design re-think for The Hollywood Reporter. The result: a consumer-engaging, industry-leading weekly magazine, website and iPad app. Check them out for yourself!

 

VISIT HOLLYWOODREPORTER.COMSUBSCRIBE TO THE MAGAZINEDOWNLOAD THE IPAD APP

news redesign
Today Online: News for Right Now

Working world wide to design and re-design newspapers, sites, and apps takes the willingness to listen, observe, learn, and gain a deep understanding of different cultures' ways to access, and digest news. It's like food: Ingredients and flavors are different and so are the recipes, the dishes, and how they're consumed.  

 

Developed with our Mexico-based partners, Danilo Black, todayonline.com, an English-language daily in the heart of Asia presents a great case: On one hand the emerging recognition that open, simpler page designs are more reader-friendly and accessible, and on the other hand the cultural expectation of a rich, opulent, immersive, 'give-me-everything' reading experience, lead to a design that achieves both. It surfaces a maximum number of stories on the entry pages, while making the page itself highly scannable and inviting.

It’s all about the reader! Right? Or is it about community? Or about the quality of news? Or the speed? Or density? Or advertising? Multimedia? Alerts? Shopping? All of the above? READ MORE ►

To me there is nothing more satisfying than the low gravity of a slab serif. It's at home on any page, and just try telling it to leave. Those feet won't budge. It's a bully, it'll have it's say no matter what because it's been around since the time of the Pharaohs.. READ MORE ►

Design Preview

World Modulation

With 43 unique country sites, the Voice Of America must cater to a variety
of news deliveries. From text heavy news in Vietnam to video in Iran to radio
only in the Horn of Africa, VOA editors demand flexibility. Our solution is a

module-based, responsive design where country editors can choose from a tool box of editorial widgets to suit their countries' needs. And, as a responsive design, the website can be picked up cross platform and across the bandwidth spectrum.
Launches Q4 2013

One of the most fundamental success and risk factors for any project is team dynamics, especially between client and agency. We insist on preparing all our projects by establishing upfront collaborative alliances, expertise, and decision-making chains. READ MORE ►

website design

Headquarters

American Express welcomes you to their new corporate HQ.

 

 

Corporate headquarters are no longer built out of bricks and mortar. They’re built for your phone, for your browser, for your tablet, and they’re built exactly where the customer is: everywhere. For American Express, it’s also a place where the customer is invited to join the conversations that are knocking around the office, watch the company innovate, grow, and do what American Express does best: Serve the customer.

VISIT ABOUT AMERICAN EXPRESS

 

 

how does this, become this?download our process

from bad to good

 

What Makes This Picture Worth Millions?
     


The ability to communicate what a groundbreaking business can achieve. Stayhealthy had an outstanding product, a breakthrough approach to monitoring health, and a platform for fully integrating fitness and health management from consumers to providers…

But extraordinary growth requires funding, something hard to come by in the depth of the financial crisis. In a matter of weeks, we created an intuitive health monitoring interface that presents personal data in an easy to use dashboard format. It conveyed the potential of the platform, and, more importantly, the remarkable business opportunity for Stayhealthy. And it helped to convince clients, partners, and investors.  
FIND OUT MORE ON STAYHEALTHY.COM