Classic Kontor

Designing a brand narrative where authentic apparel meets a visual language rooted in tradition and pride.

Sanders Art Direction, Classic Kontor

Client

Classic Kontor

Date

August 2020

Expertise

Brand Identity

Driven by authentic heritage and sartorial passion, the Classic Kontor brand case by Sanders Art Direction shapes a timeless yet contemporary identity for finest authentic apparel. Guided by a deep respect for craftsmanship and detail, the new corporate design blends tradition with modern aesthetics, creating a visual language that resonates across generations. The campaign concept — brought to life through editorial storytelling in The Heritage Post — celebrates style, substance, and the enduring value of well-made garments, connecting brand legacy with a forward-looking vision.

Sanders Art Direction, Classic Kontor

Sanders Art Direction, Classic Kontor, Advertising

“Shaping Classic Kontor’s identity was about more than design — it’s about giving heritage a bold new voice.”

Marco Sanders, Founder & Creative Director of Sanders Art Direction (S AD)

Sanders Art Direction, Anzeige Classic Kontor, Heritage Post

Sanders Art Direction, Classic Kontor, Advertising

Sanders Art Direction, Classic Kontor, Advertising

Sanders Art Direction, Classic Kontor

Sanders Art Direction, Classic Kontor, Advertising

“Shaping Classic Kontor’s identity was about more than design — it’s about giving heritage a bold new voice.”

Marco Sanders, Founder & Creative Director of Sanders Art Direction (S AD)

Sanders Art Direction, Classic Kontor, Advertising

Sanders Art Direction, Classic Kontor, Advertising

Sanders Art Direction, Classic Kontor, Advertising

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Need a spark?
Let’s create it together!

Need a spark? Let’s create it together!

Say Hello!Say Hello!

Built around you

“Real cultural change doesn’t happen at the extremes — it begins in the space between. Where we listen, understand, and create. That’s where a true Cultural Movement starts.”

Marco Sanders

Founder of Sanders Art Direction

Brand Building

Vision Crafting
Cultural Signal Boost
Connection Points
Brand Voice Harmony
Customer Experience
Cultural Feedback Loop

01

Brand Identity

Visual Vibe
Voice & Message
Values & Vibe
User Experience (UX)
Creative Direction
Art Direction
Webdesign & Workflow

02

Digital Marketing

Websites
Search Engine Marketing (SEM)
SEO & Content Marketing
Newsletter Marketing

03

Content Strategy

Cultural Resonance Mapping
Narrative Architecture
Content Development
Content Distribution
Content Management
Impact Reflection

04

Brand Building

01

Strategic Planning
Brand Awareness
Brand Engagement
Consistent Messaging
Customer Experience

Brand Identity

02

Visual Vibe
Voice & Message
Values & Vibe
User Experience (UX)
Creative Direction
Art Direction
Webdesign & Workflow

Digital Marketing

03

Websites
Search Engine Marketing (SEM)
SEO & Content Marketing
Newsletter Marketing

Content Strategy

04

Cultural Resonance Mapping
Narrative Architecture
Content Development
Content Distribution
Content Management
Impact Reflection

Say Hello!Say Hello!

Shape Culture, Spark Loyalty, Move People

Kultur bewegt Marken – DEKultur bewegt Marken – DE

How Culture Moves – ENHow Culture Moves – EN

1. Approach

Cultural Movements: An Era of Brand Building

Cultural Movements aren’t a marketing gimmick — they’re a powerful catalyst for real change. They inspire brands to turn innovation into revolution, elevate them into cultural relevance, and create genuine, lasting impact. But how does it work?

What is a Cultural Movement in Marketing?

A Cultural Movement is not just a campaign — it’s a shift in how brands connect with the world. You begin by identifying a meaningful idea already gaining traction in culture. Then, you contribute to that idea, adding tangible value through social media, storytelling, and strategic creativity. People who resonate with the idea join the movement and amplify its reach. That’s how momentum builds — and how smart brands benefit.

Why is this approach so different from traditional marketing?

Traditional marketing starts with the product, then tries to capture attention. Cultural Movements flip the script:

They begin with culture — what matters to people right now.
Then they align with the customer — their values, passions, and purpose.
Only then do they connect authentically to the brand.

In traditional advertising, the message is: “Here’s our product. Please care.” In movement marketing, the message is: “We care about what you care about. Let’s move forward together.”

2. Spark

Keeping the Movement Alive

Once it starts, a great movement becomes self-sustaining. Each idea leads to the next. Each action fuels more engagement. Each dollar invested works harder, lasts longer, and delivers deeper value.

When brands lead with culture, they move beyond advertising — they build connection, community, and change.

The S.U.C.C.E.S.S. Formula for Movement Marketing

S – Start from within. The movement must reflect your brand’s DNA. Integrity and truth are non-negotiable — consumers see through anything less.

U – Understand your audience. Know who you’re speaking to — and how they want to be spoken to. Deep empathy fuels real engagement.

C – Capture cultural energy. Don’t follow trends. Create resonance by tapping into what truly matters to people.

C – Communicate relentlessly. Use every available channel to share the message. Movements live and grow through connection and conversation.

E – Excite and inspire. People want to be part of something meaningful. Stir emotion and you’ll spark loyalty.

S – Keep it simple. The best movements are easy to grasp, hard to ignore. Don’t overcomplicate the message.

S – Soft power works. Forget the hard sell. Influence through alignment, inspiration, and shared values. Once you’ve built trust and belonging, introducing your product feels natural — not forced.

3. Move

Isn’t this just another trend? Not if it’s real.

Cultural Movements are not built on surface-level themes or viral moments. They are rooted in truth, emotion, and cultural relevance.

When done right, people don’t just buy the product — they buy into the movement. But authenticity is everything.

If your brand can’t genuinely stand behind the message, the movement will fall flat.

It’s Not Just Who We Work With — It’s How.

Mumbaijamylord, The spicy spot for cultural movements.

Say Hello!Say Hello!

Marco Sanders, Sen. Creative & Art Director, Graphic Designer (M.F.A.)

I’m Marco Sanders — a freelance Creative & Art Director with a passion for design and cultural movement, working between Cologne and Cape Town. I partner with bold thinkers around the globe to create experiences that move brands — and culture — forward.

Cultural DNA

My journey into Cultural DNA began in the world of lithography and evolved through graphic design into full-fledged creative and art direction. I was trained as a layout artist and graduated from ecosign Design Academy in 1994 — a time when ideas were still sketched by hand and passion was measured in Pantone.

Since then, I’ve shaped my creative voice working with network agencies and design studios like BBDO Group Germany, Grey Advertising Germany, and the cross-continental Mumbaijamylord — The spicy spot for cultural movement based in Cologne and Mumbai, which I founded and led in 2012 as Managing Director Creation. This venture marked the beginning of my deeper journey into culture-first storytelling and design with a global pulse.

During this time, I had the privilege of developing and realizing impactful campaigns for brands such as Mars Germany, NBTC Holland, the Moroccan National Tourist Office, and Bamboo Garden Food — blending insight, identity, and emotion into meaningful brand presence. My work also extended to clients like Intersnack, Cewe Color Holding, Thiel Logistik, Valovis Bank, Standard Life, 1. FC Köln, and Jack Link’s Europe — creating communication that resonates across industries, from FMCG to finance, logistics, and sports.

I’ve also collaborated with a dynamic mix of project agencies across Germany, including:

sunzinet AG
nexum AG
McCann Worldgroup
Grey Gealthcare Group
Counterpart Group
DNS Hamburg
CONMA Cologne
Uwe van Afferden Düsseldorf, and more …

Each project, every collaboration, has added a layer to the way I see creativity: as a cultural force that transforms not just how brands are seen — but how they’re remembered.

Shape Culture, Spark Loyalty, Move People

Kultur bewegt Marken – DEKultur bewegt Marken – DE

How Culture Moves – ENHow Culture Moves – EN

1. Approach

Cultural Movements: An Era of Brand Building

Cultural Movements aren’t a marketing gimmick — they’re a powerful catalyst for real change. They inspire brands to turn innovation into revolution, elevate them into cultural relevance, and create genuine, lasting impact. But how does it work?

What is a Cultural Movement in Marketing?

A Cultural Movement is not just a campaign — it’s a shift in how brands connect with the world. You begin by identifying a meaningful idea already gaining traction in culture. Then, you contribute to that idea, adding tangible value through social media, storytelling, and strategic creativity. People who resonate with the idea join the movement and amplify its reach. That’s how momentum builds — and how smart brands benefit.

Why is this approach so different from traditional marketing?

Traditional marketing starts with the product, then tries to capture attention. Cultural Movements flip the script:

They begin with culture — what matters to people right now.
Then they align with the customer — their values, passions, and purpose.
Only then do they connect authentically to the brand.

In traditional advertising, the message is: “Here’s our product. Please care.” In movement marketing, the message is: “We care about what you care about. Let’s move forward together.”

2. Spark

Keeping the Movement Alive

Once it starts, a great movement becomes self-sustaining. Each idea leads to the next. Each action fuels more engagement. Each dollar invested works harder, lasts longer, and delivers deeper value.

When brands lead with culture, they move beyond advertising — they build connection, community, and change.

The S.U.C.C.E.S.S. Formula for Movement Marketing

S – Start from within. The movement must reflect your brand’s DNA. Integrity and truth are non-negotiable — consumers see through anything less.

U – Understand your audience. Know who you’re speaking to — and how they want to be spoken to. Deep empathy fuels real engagement.

C – Capture cultural energy. Don’t follow trends. Create resonance by tapping into what truly matters to people.

C – Communicate relentlessly. Use every available channel to share the message. Movements live and grow through connection and conversation.

E – Excite and inspire. People want to be part of something meaningful. Stir emotion and you’ll spark loyalty.

S – Keep it simple. The best movements are easy to grasp, hard to ignore. Don’t overcomplicate the message.

S – Soft power works. Forget the hard sell. Influence through alignment, inspiration, and shared values. Once you’ve built trust and belonging, introducing your product feels natural — not forced.

3. Move

Isn’t this just another trend? Not if it’s real.

Cultural Movements are not built on surface-level themes or viral moments. They are rooted in truth, emotion, and cultural relevance.

When done right, people don’t just buy the product — they buy into the movement. But authenticity is everything.

If your brand can’t genuinely stand behind the message, the movement will fall flat.

It’s Not Just Who We Work With — It’s How.

Mumbaijamylord, The spicy spot for cultural movements.

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