What I actually do:
Brand positioning and narrative systems
AI-enabled brand expression and identity
Executive and founder storytelling
Large-scale internal brand programs and communities
Joseph Steele is a brand strategist and creative director from the United Kingdom, currently based in Munich, where he works as a Lead Brand Strategist at Celonis, a Process Intelligence platform.
His work focuses on how brands evolve from static identities into operational systems -designed to function across organisations, technologies, and increasingly, intelligent machines.
He has led and contributed to brand initiatives recognised by the Rat für Formgebung (German Design Council), the Art Directors Club Germany (ADC) and Art Directors Club Europe (ADC*E).
Joe holds a Diploma in UX Design from Glasgow Caledonian University (2020) and a mini-MBA in Business Design from the D.MBA Business Design School.
He also holds an MA in Fine Art from Goldsmiths, University of London (2018), and a BA in Fine Art from Newcastle University (2009), including an Erasmus exchange at the Jan Matejko Academy of Fine Arts in Kraków.