Philosophy

Markenhaut is a blossom of its own kind, sprouting from the fertile soil of P.a.int | Practice for Architectural Interfaces and offers a novel typology of holistic architectural branding. 

The Multimodal Fabric of a Brand’s Identity

Architecture and design embody forms of multidirectional and multimodal communication and mediation. Our interdisciplinary company specializes in the holistic development of the multimodal skin of your brand. A brandskin is a multimodal identity-fabric that goes far beyond conventional logos, color schemes, corporate design standards, or visual identities. It is a polydimensional embodiment, materialization, and spatialization of your brand values and corporate philosophy. The holistic design of a brand’s skin provides it with a cross-system capacity to present its values authentically and sustainably – to both internal and external stakeholder groups.

A strong brand, as we know, is composed of many different individual design elements. If these elements are carefully coordinated while operating in harmonious interplay, a distinctive and recognizable brand character emerges – a woven fabric. If these elements also possess the ability to adapt and evolve with market changes and user behavior, the result is a flexible and versatile brand identity.

Markenhaut stands for holistic architectural branding. We operate like a multimodal loom, weaving together the various “threads” of a brand into a cohesive fabric. Much like the mechanics of a loom, our methodology integrates a brand’s diverse facets into a coherent and cohesive identity – one that becomes visible, tangible, experiential and immersive across all media, as well as in both interior and exterior spaces.

We create a multimodal brand identity-fabric which unfolds its holistic unity through the synergistic interaction of architecture, interior design, graphic design, web design, and product design.
This shapes the brand into a systemically consistent, narrative, and semiotic entity, recognizable and authentic across all brand touchpoints. These disciplines are no longer treated as isolated fields but are integrated into a comprehensive brand ecosystem, one that communicates the full depth and consistency of your brand in a multisensory way.

The brandskin we create becomes a holistic unity where functionality, aesthetics, emotion, and storytelling are woven together. Multimodal architectures are thus not merely designed as commercial environments or workplaces, but as authentic, immersive spaces in which your brand can be fully experienced. Thereby a brand’s rhetoric is created.

This holistic design system is tailored to the specific needs of each client and developed with an intrinsic capacity for change. The result is a multimodal, adaptive, and resilient brand identity. The flexible identity of your brandskin enhances your authenticity and brand image across systems, increases brand awareness, strengthens coherence, clarity of message, and consistency – and ultimately sharpens your positioning, increases brand loyalty while elevating overall brand equity.

Mina Yaney, Brandskin as multimodal Brand Identity, 2025