When Vagabund Moto first hit the scene, they were already a cult name: a motorcycle workshop turning custom bikes into rolling works of art. The tale of garages as the birthplace of global companies has been told time and time again, but Vagabund never left the garage behind. For founders Paul Brauchart and Philipp Rabl, the workshop remains the beating heart of their business. As their ambition grew, expanding into cars, e-bikes, and artistic projects, they needed a verbal identity that could evolve with them. Working directly with the founders, I developed the creative strategy and narrative to guide their transition from workshop to full-fledged design studio, built around a clear brand idea: Creative Drive.

The goal was simple: rethink the status quo, minus the bullsh*t. I crafted a tone of voice that captured Vagabund’s spirit (minimalist but rebellious, elegant but free-spirited) and applied it across every touchpoint. From their manifesto to a coffee table book to their new website, the language puts design at the core, expanding their story beyond motorcycles to everything that moves humans.

For the website, I helped reposition Vagabund Moto as a global design studio, showcasing their craftsmanship across vehicles, mobility concepts, and art. For their first publishing project, I developed the editorial narrative for an illustrated book that treated their custom bikes as timeless works of art: pieces built by hand, built to last, and built to be loved.

At every turn, the focus stayed sharp: turn motion into meaning. Today, Vagabund stands as a design house with a global clientele and a voice that moves with them.

Client: Vagabund Moto, Paul Brauchart, Philipp Rabl
Art Direction Web & Publishing: Vagabund, moodley brand identity
Graphic Design Publishing: Lena Wurm, Kristina Kurre
Art Direction Web & Screen Design: Lukas Guschlbauer
Development: Stefan Göllner
Photography: Stefan Leitner, Julian Pircher, Florian Lierzer, Michael Wipfler, Max Mauthner, Manuel Schaffernak, Moritz Lechner
Cinematography: oblique-films, Gerfried Guggi, fruitmedia