When air up was still a relatively young brand in early 2021, the company was focused on building a scalable marketing setup and a coherent brand presence that could support rapid growth. In this phase, the marketing organization was established and processes were restructured to increase both quality and output, enabling the team to develop and launch campaigns quickly and in parallel.

A structured system of communication layers was created to ensure consistency across campaigns, channels, and touchpoints. This allowed multiple campaigns to run simultaneously while remaining connected by a unifying narrative. Strategy and campaign development were handled in-house, with execution supported by a small, production-efficient partner agency to enable fast turnaround.

In this environment, brand communications were designed to build an idea of the product that resonated emotionally with the target audience. That foundational work helped the company stand out in a crowded market and set the stage for broader recognition.

In 2021, air up was ranked #1 in the German Startup Brand Ranking, an industry survey that assesses perception and brand strength among startups based on visibility, emotional appeal, and rational evaluation.