"Brands for tomorrow": Interview with Schwarz+Matt founder André Schirmer
Developing and realizing your own ideas: For André Schirmer, it was clear from his first participation in a start-up competition that he wanted to become an entrepreneur. Today, the ISM Dortmund graduate is the founder and Managing Director of Schwarz+Matt, one of the leading brand and design agencies in North Rhine-Westphalia. We spoke to André about his path to his own company.
How did the idea of founding Schwarz+Matt come about and what were the first steps?
The idea of setting up my own company had been on my mind since my first semesters at ISM. After graduating, I then had the opportunity to help set up a larger chain of photo studios. However, as an employee. After a few years, the desire to have my own company grew. The agency was then the perfect platform to get started quickly, learn a lot and put as many ideas as possible into practice.
With Schwarz+Matt, we focused on building a strong brand right from the start. Finding a name and developing the corporate image were therefore our top priorities. Incidentally, the name works very well and attracts the necessary attention, so that we have hardly had to actively acquire customers to date.
What do you particularly like about being a founder and your work?
One special highlight is certainly the high degree of entrepreneurial freedom. Not only can I give free rein to my ideas, but I can also implement them at any time according to my own ideas.
What have been the biggest challenges for you so far? Would you do anything differently today?
The step into complete self-employment was a particular challenge. Quitting your existing job and taking a big risk is personally demanding on all levels. However, I have never regretted this step to this day.
I wouldn't do much differently, because entrepreneurship involves gaining a lot of experience. It takes time and is often not an easy path. But it is precisely this learning process that makes good entrepreneurs. The only thing I would have done differently would have been to take this path sooner and more consistently.
From full-service agency to brand development specialist: As an agency, you always have your finger on the pulse of the times and the needs of your customers.
What upcoming developments do you see for your industry? What potential is opening up through AI?
Strong brands and strong creativity are created in the minds of people. In my opinion, AI cannot and will not replace this. But of course, AI will automate and simplify some processes. We are examining the possibilities very closely and are already generating photo and video sequences using generative AI, for example. In the end, experimenting with AI is also creativity. So, it depends on how you use it.
What do you think makes Dortmund special, both for studying and as a business location?
Dortmund has a very good infrastructure and is neither too big nor too small. Dortmund is honest and you can achieve something in Dortmund. I sometimes miss that in the well-known lifestyle cities. It's much more difficult to stand out there in comparison. For Schwarz+Matt, the proximity to numerous medium-sized companies and employees in the Ruhr region is a real competitive advantage.
You initially studied at a public university of applied sciences. Why did you then decide to study at a private university?
After the first study semester, I founded my first small start-up and from then on focused strongly on it. I then met Prof. Dr. Christoph Moss at an event for founders. He convinced me of the structured study program at ISM. The semester abroad and the good contacts in the ISM network also persuaded me to change universities.
Even after graduating, you are still closely associated with ISM, whether as a lecturer or as a speaker at events. What excites you about teaching and interacting with students?
I love the ambition and independence of the students at ISM. Both qualities are essential for building up companies. That's why I like to get involved in exchanges early on and try to win students over to Schwarz+Matt and Dortmund.
What is your best memory of your studies?
The best memory by far is when I passed all my French exams and was then able to go to Paris for my semester abroad. For me, it was one of the most beautiful and fascinating cities in Europe.
What tip or piece of advice would you give ISM students?
Perseverance is worth it and the numerous valuable contacts with fellow students and lecturers at ISM will pay off. For sure.
Are you interested in building brands? Then study the Bachelor's in Marketing & Communications Management like André or take a look at our Master's in Strategic Marketing Management.
Images: ISM, Schwarz+Matt
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