// somewhere // in between
Mag. Philip Reitsperger, MA

Identity Lab is my studio in Vienna, founded in 2013 — set up to work across disciplines, because design, technology and language do not come apart in practice anyway.

Behind that are two educations: graphic design and advertising from 2004 to 2009, in Walter Lürzer's master class at the Angewandte in Vienna, with typography under Günter Gerhard Lange. From 2013 to 2015 Innovation Management at Central Saint Martins in London, with Jamie Brassett. That combination is the reason AI is not a bolt-on service here: someone trained to design and to build methods judges a new tool instead of following it.

I have worked independently since 2009. After a stretch abroad, I have lived and worked in Vienna again since 2017.

AI does not sit in a separate offer here, it sits in the way the work runs: concept, copy, translation, SEO and code happen in the same process as the design. Instead of a presentation there is a clickable prototype — often after hours, not weeks.

What makes that possible is not a list of tools but the ability to judge both sides, design and technology. Graphic design, web design, design management, animation, illustration, coding, photography — with co-creation and design thinking as method.

Red Dot Award 2025
For Gehirngesund.

Red Dot Award 2023
For identitylab.at, the studio's own web presence, awarded by the Design Zentrum Nordrhein-Westfalen.

European State Prize 2017
For the project „Routes — Die Europareise mitten in Wien", which I was part of.

I have been writing about AI since it became a tool, not since it became a selling point. The piece on DALL·E 2 appeared in the DA Mitteilungen in early 2023, when most people were still wondering whether this would become a subject at all. Design and media theory is the part of the work you do not see — and it is the reason I can tell substance from assertion.

The work ranges from a single project to relationships that run for years. I built the web presence and the entire application for the Musikverein and look after it on an ongoing basis; for Blank Manuskript I have designed the album artwork for years. a passion thing are good and close friends.

Photography happens in series — on journeys, in documentary research, in studies of a single motif. The subject is the relation between people, city and nature: documentary work on place and culture, the series Dissolution between order and chaos, A Level Playing Field on sports grounds around the world.

Alongside that: illustration, music production, and building on my own house — most recently the attic, a photovoltaic system and a sauna in the woods. Different materials, same question. How is this made, and how do I want to make it.

If you have read this far, you know that I enjoy the work and like things that are complicated. The next step is a conversation, not a briefing form. Just call.

Identity Lab GmbH
Mariahilfer Straße 9/8, 1060 Vienna · mail@identitylab.at · +43 677 6412 7394