Moritz Kreul shows how restraint and assertion create brand balance

In the fast-paced world of creative production, where clients often demand immediate results, IT TAKES TIME stands deliberately apart. This Berlin-based creative production company specialises in film and photography, guiding projects from initial concept through to polished completion. Their philosophy centres on collaboration and craftsmanship, bringing together diverse creative professionals to deliver visual content that prioritises quality over speed. The company’s name telegraphs their core belief: exceptional creative work requires patience, dedication and vision. When it came time to develop an identity that would embody this ethos, they enlisted Moritz Kreul, a Berlin-based designer whose work spans art direction, branding and spatial design. Kreul has contributed to projects for major cultural institutions including the Gropius Bau in Berlin and the Goethe-Institut New York, developing a reputation for creating contemporary visual languages that connect meaningfully with their intended audiences. “The client wanted to subtly convey that they take their work – and the responsibility that comes with it – seriously, without ever appearing self-important,” Kreul explains. “This led to the insight that the branding should have a relaxed, positive, possibly even humorous tone, while still being perceived as professional.” The resulting identity needed to appeal directly to the creative professionals who would work with IT TAKES TIME – photographers, designers and other industry specialists who would recognise and appreciate thoughtful design choices. Kreul’s solution centres on what he describes as “playfully exploring a few strong key elements in a consistent way.” The approach demonstrates sophisticated restraint: when showcasing the company’s produced content, the brand identity steps back to let the work speak for itself. However, across all other touchpoints, the design asserts a clear and immediate association with the brand through strategic use of logo, colour and typography.