Logo Identity Lab

Capability, not dependency

Identity Lab GmbH
AI and design studio, Vienna

Identity Lab is the studio of Philip Reitsperger. AI capability, brought into the organisation — as a workshop, as a workflow built and then left behind, or by working inside the team for a fixed period. It grew out of brand and design work since 2013. No tool sales, no slide decks — what I bring in, I use myself.

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AI capability and a design mindset — the way it should work.

Selected clients

Musikverein Wien · Wiener Symphoniker · nonconform · Trob · Ballot-Flurin · Gehirngesund · Blank Manuskript · monjogh · Young Austria · Biodiversität-Monitor

Design Studio Identity Lab in Wien, mariahilfer Straße 9/8
Design Studio Identity Lab in Wien, mariahilfer Straße 9/8
Design Studio Identity Lab in Wien, mariahilfer Straße 9/8

What this looks like in practice

No AI folklore. Two shifts from my own work.

Show, don't describe. For me that means a clickable prototype in days instead of a PDF in weeks. And work that used to travel from desk to desk now happens in one go — in my case concept, copy, translation and design; elsewhere research, quote, report, minutes. The gain is not only speed. Nothing gets lost between the stations any more.

Four questions that always come up.

Will AI replace my team?

No. It takes off the team the work they are overqualified for. Someone who can think a campaign should not be reformatting lines.

Isn't this just hype?

It may be. That is why the first step is judgement, not rollout: what actually carries weight in this particular organisation, and what is theatre? I have worked on these questions since 2023, not since last quarter.

What about our tools and our data?

I work tool-neutral and sell no licences. Which tools are used and where the data sits is your decision — I supply the basis for making it, not a tie to one vendor.

Does AI then do everything?

No. Some things belong in the hand, others belong automated. Where the line runs is a decision per project, not a matter of principle. Anyone who cannot give reasons for it has not made the decision, only inherited it.

Philip Reitsperger in a few lines

Full-stack designer, media theorist. Angewandte Vienna, Central Saint Martins London. Two Red Dot awards, and a project that won the European State Prize. Writing on AI since 2023.
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Red Dot 2025

Identity Lab gewinnt Red Dot Award 2025 mit gehirngesund.at
Identity Lab gewinnt Red Dot Award 2025 mit gehirngesund.at
Our visit to Berlin last year, 2025.

Let's talk.

Easiest with a concrete task in hand — something that takes too long, or keeps getting postponed; a new idea for communication, a new product. That gives us something to judge whether the effort is worth it. I work in German and English, from Vienna, and I travel.

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