Women Leaders at ImmoScout24: Kerstin Ludwig, Creative Studio Lead

What’s your position at the company and how would you explain what you do to your son?

Kerstin: I make the logos bigger! Joke aside, as Creative Studio Lead I’m responsible — together with our designers — for our corporate design guidelines and of course to lead the creation of on-brand designs that fit our stakeholders’ briefs from the first sketch to final execution. We generate innovative, scalable and customer focused creative communication ideas in close collaboration with Brand Strategy, Marketing Communications Managers and Product Leads. We control and optimise processes to ensure smooth turnover and close the feedback loop with all stakeholders.

In a simple sentence: We bring our creative proposition to life so people can see, feel, touch, experience it and therefore build a strong connection to our brand.

What has been your biggest achievement at Scout24 so far?

Kerstin: So far I have had the chance to work on some really awesome projects. As I can’t decide on only one, I’d surely choose our huge Rebranding where I’ve been responsible for the Creation part and was able to work alongside DesignStudio. When I joined Scout24 three years ago, I did not expect at all that we would make such a huge step towards the future: Changing such a strong family of brands is an opportunity that does not come too often. 

In the times of Covid19 we are facing the new challenge: How can you insource and (digitally only) train a whole design team during a pandemic, deal with crisis communication and the launch of the new design — and then prepare for the biggest TV campaign in ten years? On our way tackling this challenge I have learnt a lot about the benefits of digital onboarding, how you can build trust and communicate on eye level without bias. This journey is now heading into the next phase as we’re going to welcome new starters during this lockdown.

As a female leader you are a role model to others. Who’s your role model?

Kerstin: That’s easy to answer: I never orientated myself on any role model. I try to do my best every day, no matter if I am a lead, a designer, a mum, a friend or alone with my thoughts. Once in a while the outcome is grand, sometimes there’s a lot headroom left for improvements — but there are always plans for the next day. I really like to improve and drive change; therefore I’d rather turn to some key hygienic factors such as a good laugh, positivity and a strong problem solving mindset. These are my main drivers on any journey and they play a big role in both my professional and private life.

Is there an advice you would want to give to other women? 

Kerstin: I’m a middle-aged single mum — my best advice to any woman is: Go for it! Never downgrade your ambitions because you are told or expected to. Never wait for a second chance, grab what is there and make the most of it. Please plan with breaks because you will need them and make sure you enjoy the ride. And therefore I’d like to answer the following question…

If you were a brand, you would be similar to...

Kerstin: Nike! Or Scout24 (;