BUILDING PURPOSE-
DRIVEN BRANDS TOSHAPE PROGRESS
We make your brand the compass and engine of business transformation. From strategic definition to lived impact.
LET'S TALKWe believe in the power of brands as a catalyst for companies in transition – creating meaning, providing orientation, and enabling progress.
WHAT WE DO
We develop holistic brand strategies focused on purpose-driven brand identities. For brands that become the strategic decision-making framework and operating system of the organization – driving the evolution of culture, communication, products, and processes.
For entrepreneurs who want to make their brand future-proof. For investors who see brand equity as an underestimated lever. And for leadership teams who want not just to communicate change, but to shape it.
WHO WE ARE
YDENTITY ist eine inhabergeführte brand strategy consultancy in München.
We support ambitious companies and entrepreneurs in unlocking the full potential of their brand – as a tool for shaping, leading, and driving sustainable growth.
We cover the full spectrum of brand strategy. What we particularly specialize in and enjoy: developing brand identities rooted in a meaningful purpose – as a guiding light for leadership, behavior, communication, and offerings.
Together with a trusted network of experienced specialists, we also support our clients in comprehensive (re)branding processes – from naming development to the implementation of compelling brand experiences.
YDENTITY? Strong brands are built on a clear brand identity. And at the beginning of every strong identity, there needs to be a clear purpose: the (WH)Y. As the starting point and the ultimate goal. As the overarching force that drives and holds an organization together. THAT'S WHY!
THE FOUNDER
Sebastian May is a branding expert, author, and passionate brand strategy consultant.
For over 17 years, he has advised start-ups, medium-sized businesses, and publicly listed corporations on strategic brand matters – across B2B, B2C, and the public sector. Nationally and internationally. Largely at C-level. And with multiple award-winning projects.
Among other assignments, he played a key role in shaping the youngest brand in Germany's DAX index – as well as in developing the brand strategy for three of Europe's largest urban mobility platforms.
After starting his career at Interbrand – the world's leading brand consultancy – in Munich, London and Zurich, he spent more than 13 years at Truffle Bay, a brand and design consultancy based in Munich – the last seven years as Managing Partner and Head of Strategy. In spring 2025, he founded YDENTITY Brand Consulting.
As a recognized branding expert, Sebastian May has published articles in leading industry media, co-authored the book Marke macht's möglich, and regularly gives presentations and workshops, including at universities and trade associations.
years of international experience in brand consulting
brands and companies advised across B2B, B2C, and B2G
branding, rebranding and brand experience projects
PROJECT EXPERIENCE
Over more than 17 years in brand consulting, Sebastian May has worked with a multitude of leading companies across a broad spectrum of industries – including IT, mobility, real estate, industrials, technology, financial services, retail, energy, infrastructure, healthcare, and professional services. The examples shown here represent personal project experience from previous roles, particularly at Interbrand and Truffle Bay. Some of this work has also been published in the book Marke macht's möglich.
This overview serves solely to illustrate personal project experience from previous professional roles and does not imply any current reference or business relationship with YDENTITY Brand Consulting.
"In several joint projects, I experienced Sebastian as a sharp-minded analyst and eloquent strategist who knows how to distill brand identities in a way that is both conceptually convincing and emotionally engaging."
Prof. Dr. Oliver Vogler
Professor for Brand Management
International School of Management
"Sebastian has guided us through numerous brand projects with great expertise and foresight – from developing new brands to multiple relaunches and the definition of our employer brand positioning."
Oliver Hopf
Head of Marketing
Autobahn Tank & Rast Gruppe
"I know Sebastian – both as a former colleague and as a client – as an empathetic, structured, and creative problem solver who always finds the right words to capture and crystallize a brand's spirit and ambition."
Maximilian Wandel
Head of Marketing
iteratec
The quotes shown reflect the personal views of the individuals named. They refer to joint projects from earlier professional roles of Sebastian May and not to current mandates of YDENTITY Brand Consulting. Job titles and company names are provided solely for context.
WHAT DRIVES US
Our ambition: building purpose-driven brands to shape progress.
Brands that spark transformation – and empower companies to master their individual challenges of change. With a positive impact on the organization itself, its stakeholders – and ideally, even on society at large.
Many companies today face the need to evolve – strategically, culturally, or in how they communicate. Because they want to grow, reach new audiences, or reduce complexity. Or because new technologies, competitors or social shifts create pressure to change.
A meaningful purpose can serve as a unifying anchor of identity – a directional hinge connecting strategy, culture, and brand. Together with other identity elements – mission, brand values, and brand promise – it becomes the strategic driver of business development.
HOW WE WORK
InsightfulCLARITY
We create clarity by combining a sharp sense for what truly matters with analytical and linguistic precision. This enables us to accurately distill the essence of a brand – grounded in a strategically sound foundation.
MeaningfulCREATIVITY
With thoughtful creativity, we develop solutions that are not just correct, but truly compelling. This is how we build distinctive brands that are conceptually sound and emotionally resonant – with genuine strategic added value.
ImpactfulCOMMITMENT
We engage with our clients as a dedicated and empathetic partner – ideally over the long term. With all the consistency it takes to truly move things forward together.
"What inspires me most is working with ambitious companies to unlock the full potential of their brand, creating real progress – this has been my passion for many years."SEBASTIAN MAY
CONTACT
Are you ready to unlock the full potential of your brand?
Do you want to grow, increase value creation, or sharpen your brand's perception? Do you want to attract top talent or drive cultural change? Are you facing a specific brand strategy challenge or a broader business transformation? Or would you like to start by identifying untapped potential within your brand?
The occasions vary – the lever is the same: a brand that acts as the compass and engine of your development. Let's start a conversation and explore together how we can support you most effectively.
Or schedule a no-obligation introductory call right here:
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