Online: Writing = Design: Creative Copy Writing Workshop

Learn about writing as a design tool. Get to know your creative potential in dealing with words, which often seems to be a field of insecurity for visual designers. Make words work for you! Create your own verbal personality and make your visual identity even more convincing.

Due to the COVID-19 pandemic, this course will be facilitated online using a mixture of daily live-sessions and guided tasks to be completed.

A profound introduction to creative copywriting: Learn about writing as a design tool. Get to know your creative potential in dealing with words that often seem to be a field of insecurity for visual designers. No need to be afraid. I will provide you with techniques that will make it easy for you to get started. Fun little exercises, both orally and in writing, are my main method. Learn how to condense your thoughts with words. Learn to grasp your ideas and observations by describing them to an audience. Learn how to speak about yourself and the offer you make for professional markets. Make words work for you! The best thing: get instant feedback from the group you learn with plus professional assessment. I will support you in finding your verbal personality, thus adding to your visual identity and making it even more convincing.

Here are the elements of professional copywriting you will get to know: the functions of a headline, how to develop a name, a claim, text hierarchy, guiding your reader, target groups, short vs. longer texts, different verbal styles, tonality. Please feel free to bring your topics – we will try to include them in our schedule.



Day 1 / Monday

  • Get to know each other: background, expectations, topics
  • Get started: exercise 1 (description, self presentation)


Day 2 / Tuesday

  • Lecture by Sonja: what is text, why is it needed/useful
  • Learn: exercise 2 (headline, text hierarchy, structure)


Day 3 / Wednesday

  • Lecture by Christoph: why and how do I write as a designer
  • Learn: exercise 3 (style/tonality, short vs. longer texts)


Day 4 / Thursday

  • Present your work: who am I? (naming, claim, authorship)
  • Get response and discuss: do I reach my target audience?


Christoph Rauscher, art director at ZEIT ONLINE



Sonja Knecht – Writer and lecturer, brand strategist at STAN HEMA.

Sonja Knecht was born in Indonesia, grew up in Venezuela and is deep-rooted in Deutsch. She studied languages and humanities; explorations as a graphic artist led her to what she loves most: typography and text – text as language, designed. Sonja was Edenspiekermann’s Director Text and established their blog. She currently is supporting STAN HEMA, a branding agency with renowned cultural clients, as a brand and communication strategist. Sonja is a lecturer in Visual Communication at Berlin University of the Arts, other art and design schools and conferences occasionally. For TYPO International Design Talks she built up a 30-people editorial team and worked as their moderator for several years.

Christoph Rauscher – Designer, writer, art director at ZEIT ONLINE.

Christoph Rauscher is a designer who writes. After studying interface design (B.A.) and design- and media theory (M.A.) in Berlin and Potsdam, he worked as a designer at Edenspiekermann. There, he developed new ideas for digital journalism with publishing houses from Germany, Austria and Switzerland. Christoph currently works as the art director of ZEIT ONLINE, one of Germany’s most renowned news sites. His interdisciplinary work is based on the philosophy that design itself acts as a tool and a mediator for an underlying, bigger idea or cause.

Run period:
27.07.2020 – 30.07.2020
Course time:
10.00 am – 5.00 pm
Application Deadline:

Course fee:
EUR 430

Min. number of participants:
Max. number of participants:

For further information please contact: