Lukas Haider on why he calls himself a branding expert, not an artist

At 16, Lukas Haider was designing MySpace pages and flyers for local bands. Twenty years later, he’s building visual worlds for electronic music’s most distinctive names – Adana Twins, WhoMadeWho, and labels like TAU and Paranormal. Haider describes himself as a branding expert rather than an artist, a distinction that shapes every project. Where others might lead with aesthetics, he starts with workshops and what he calls “the hidden insight.” For Paranormal, that meant translating a founder’s manga obsession into wormhole symbols and editorial grids. For Radiate, it meant capturing a DJ’s signature dance moves in a logo. In a space where visual noise is the default, Haider’s concept-driven approach cuts through by starting with meaning. TBI: Hey Lukas, it’s been a while! How are you? LH: Hi TBI, thank you. I’m doing great. A lot has been happening over the past few years, so I’m really glad you gave me the chance to share some of my work, thoughts and vision. Let’s go.