• Project: Anniversary audiobook edition of Thomas Mann’s major works
• Role: Led the full creative process – from concept development to stakeholder coordination and rollout
• Goal: Create a cohesive visual identity that balances literary depth with contemporary appeal and stands out across digital and physical platforms
• Approach: Conducted competitor analysis to identify market positioning, then developed a flexible design system using art-historical imagery, bold color palettes, and modular layouts; aligned visual, editorial, and marketing goals across teams
• Result: A critically and commercially successful series praised for its strong identity, target group sensitivity, and strategic design execution

To mark the 150th anniversary of Thomas Mann, German audiobook publisher Der Audio Verlag released a premium series featuring his most important novels – read by legendary narrator Gert Westphal.

As the lead Art Director, I developed a cohesive visual identity for the entire edition while coordinating input from editorial, marketing, and sales departments.

The concept was designed to achieve the following goals:

• Communicate the intellectual depth and narrative complexity of Thomas Mann’s literary work
• Clearly differentiate the series from competitors – both in physical bookstores and on streaming/download platforms
• Establish a confident position between literary tradition and modern reinterpretation
• Appeal to both long-time Mann readers and new, younger audiences

The series includes Buddenbrooks, Der Zauberberg, Doktor Faustus, Joseph und seine Brüder, and Lotte in Weimar.

Creative Direction

Traditional author portraits continue to dominate the market – a familiar but often uninspiring approach.

In deliberate contrast, I developed a design system that draws on art-historical imagery, bold color palettes, and a modular layout. The concept balances literary sophistication with a modern visual language, appealing to both older and younger audiences.

Each cover functions independently, while also forming part of a cohesive and instantly recognizable series across all formats. To avoid visual monotony, the design uses subtle variation in typography placement and image framing – striking a balance between repetition and distinction.

Cross-Department Collaboration

The project required close coordination with editorial, marketing, and sales teams to ensure that the visual concept met literary standards, supported commercial positioning, and was technically feasible across digital and physical formats. I led recurring feedback rounds, balanced differing stakeholder needs, and served as the main creative contact throughout the production cycle.

Color and Imagery

Each cover references the literary atmosphere and themes of its respective novel through carefully selected paintings. These are abstracted to reflect narrative moods while forming a bold and memorable visual identity.

The color scheme is intentionally vivid – more so than in most classic literature releases – yet remains nuanced enough not to alienate more conservative audiences. Every color reinforces the emotional tone of the novel and ensures visibility in the digital realm.

Typography and System Design

Recognition is created through a modular layout with clearly defined constants:

• Thomas Mann appears as the dominant typographic element on each cover – set in an all-caps sans serif font that conveys strength and timelessness.
• Titles vary in placement and orientation to introduce subtle dynamism and break rigid grid structures.
• A literary-style serif typeface is used for narrator Gert Westphal – bridging the gap to classic book design.
• A recurring anniversary badge and prominent logos round out the system.

Reception and Results

The edition received strong positive feedback internally and externally. 

Editorial, sales, and bookselling partners praised the design as both visually ambitious and accessible. It was particularly noted that the visual concept achieved a contemporary look without alienating a more traditional audience.

The first sales significantly exceeded expectations – a clear indicator that the visual strategy resonated with the intended target groups both culturally and commercially.

“With his strong ability to empathize with diverse target audiences, great design confidence, and a keen sensitivity to content, Daniel has visually reinterpreted the traditional author figure of Thomas Mann for today’s audiobook market.”

Katrin Machulik, Editorial Manager, Der Audio Verlag