Solid & Bold expands its expertise

The Salzburg-based brand studio Solid & Bold expanded its expertise in brand strategy and hospitality in early 2026. Johannes Woller joined the agency along with part of the team from the strategy consultancy petrichor and has since been combining his expertise with that of Solid & Bold founder Serge Ritter-Höntzsch. The aim of the merger is to develop brand and hotel concepts – from strategic positioning and storytelling to the design of relevant touchpoints – all under one roof. The collaboration is not new: Solid & Bold and Woller have already been working as partners for many years. Now, their complementary services are being brought together within an interdisciplinary team. This is intended, in particular, to strengthen the studio’s expertise in the hospitality sector and to expand the range of services offered to the hotel, catering, retail and tourism industries. The collaboration takes place both at the Salzburg studio and directly on-site with clients. The aim is to convey what a hotel or restaurant stands for throughout the entire guest journey – from the first point of contact to long-term loyalty. In addition to brand strategy and design, Solid & Bold also incorporates aspects such as service, as well as wayfinding and orientation systems.

»Together, we can now think through and implement brand and hotel concepts consistently from start to finish,« explains Woller. »In doing so, we not only reduce complex and costly interfaces, but also create a new standard of quality in the development of holistic brand experiences.« Solid & Bold was founded in 2015 by Serge Ritter-Höntzsch and Saskia Ritter-Höntzsch and now employs around 20 experts in consultancy, strategy, design and storytelling. The studio develops brand identities, combining brand strategy and storytelling with corporate, experience and spatial design. The aim is for the various disciplines to work together from the outset, thereby avoiding inconsistencies in the brand across the customer journey.

From the agency’s perspective, a clear brand identity is becoming even more important in light of the increasing use of artificial intelligence. When designs, texts and campaigns can be created more quickly, the risk of content becoming interchangeable increases. It is therefore becoming increasingly crucial to consider the ethos behind a brand’s actions and what sets it apart from others. A clearly defined identity should not only provide guidance for people, but also make it easier for AI systems to categorise it. »In a world of unlimited content, identity becomes the most important resource. Design is more than just colour and form. And a logo alone does not make a brand,« says Serge Ritter-Höntzsch, managing director and owner of Solid & Bold. The aim is to create brands where identity and presentation work in harmony and which resonate with their audience.

The studio’s projects include, amongst others, work for the fragrance brand looops, the Upside Down Town Hotel – Neue Post in Zell am See, the Schauspielhaus Salzburg and the Heiltherme Resort Bad Waltersdorf. Solid & Bold was recently awarded a Silver European Design Award 2026 for the Schauspielhaus’s brand identity.

Editorial article, published in the 21 August 2026 issue of Medianet. Link to the online edition: Medianet Digitalpaper