A DJ wearing a patterned shirt performing at a nightclub with colorful rainbow lighting and an LED screen displaying a rainbow graphic and the letter 'C'.

Make your message
impossible to ignore

A computer screen displaying a quote by Joseph Stele in a pop-up window. The quote reads: 'If the 20th century was about building brands as controlled identities, the 21st will be about choreographing brands as planetary actors in entangled machinic systems.' The background shows a file explorer window with folders named 'Screenshots' and various other documents.

I’m Joe Steele, an AI-first Brand Strategist based in Munich, Germany.
I help brands evolve for an AI-driven future.

Celonis: Brand as a financial asset

Camunda: Brand as a scalable system

Lulu Guinness: Brand as a paint cannon