We love
strategic design.

Brands and their communication are carried by design. But good design is only great if it really works. This requires strong concepts and intelligent strategies. And this is where our hearts beat faster.

XMSL is an owner-managed agency for strategic brand design. XMSL was founded by Jörg Karow in 2004 and is supporting since local to international companies of different sizes.

"extramediumsmallarge" stands for a scalable service scope and custom-fit solutions: whether large-scale concepts or small-scale special tasks, comprehensive brand development, selective design projects or the implementation of strategic communication frameworks for change processes.

+49 (0)40 182 901 70


Schulterblatt 58
20357 Hamburg

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We create brands and communication.

XMSL shapes brands. From logo to complete brand identity. With a strategic approach, committed cooperation with our clients and a lot of creativity. And with heart and soul.

Together with our customers – of all sizes and from different industries – we work on discovering the existing values of brands and sharpening their profiles. Or develop completely new brands.

With this, a stand-alone design takes shape – unfolding its full gravitational power, inbound and outbound. On small scales, on large scales and in the whole.

More about our portfolio: Contact

We believe in the power of values.

Brands tell their own stories – and that‘s exactly what we want to bring to life. Our design is always formed out of the core of a brand. Developed for those who are to be reached.

We believe in the power of values in communication. Because individual values provide a brand with its specific gravity. Once these inner values are identified and defined they can be rendered visible to the outside.

But brands should not just send messages – they also need to receive. Aligning one‘s own value proposition with external needs and expectations is a dynamic process. Therefore, we at XMSL have developed our own model:

Brand Gravity™

According to our model, the specific gravity of a brand is particularly strong when there is congruence between its own core values and those of the target group

Only brands that constantly remain relevant and adjust their communication focus to the needs of their respective target groups reach maximum gravity.

And finally create added value.

More added value for your brand: Contact