You might have heard it by now, everyone is talking about headless. Headless CMS, headless commerce, headless beer (ok, maybe not the last one). There are already great resources and articles that discuss headless architecture at every level of detail. So, do we really need another one? We say yes!

In the following, we discuss the pros and cons of headless architecture. You will learn when it makes sense to adopt headless architecture, and when you should think twice. Finally, we wrap up with our approach on headless architecture for e-commerce and CMS projects.

Let’s start with the basics

The term headless is often used…


For a long time, brands were advised to remain politically neutral. In recent years, this story has taken a turn. Where does this trend come from and do all brands now have to take a socio-political stance in order to still be relevant and seen?

Brand Activism: Is it time for your brand to become political?

A look back

First of all, the connection between politics and brands is nothing completely new.

In the last 20 years, however, this link has been established primarily by political institutions and actors who have made use of the brand concept, transferring techniques from the world of marketing to the world of politics. The opposite direction, i.e. …


Our transformation from exutec to &why

After more than 10 years of exutec, we have turned the mirror inward and done some self-reflection on our own agency brand. It quickly became clear that it was time for a new look & feel that better represented who we are now.

We created a new brand and made the step to change not only our visual identity and tone of voice but also our name. …


The process of rebranding our own agency brand

Everything is a bit different when you do your own rebranding. (Yes, a few deadlines were pushed. And yes, client projects often took precedence in the end.) Nevertheless, we have tried to stick to our normal branding process (which we also follow in our customer projects) as much as possible.

Throughout our rebranding process, we developed a new brand strategy, brand identity, and website. While this is a process that we’ve gone through in numerous customer projects, it’s harder to see the full picture when you’re looking at yourself.

But we have made it! So let’s take a deeper look…


Our transformation from exutec to &why

After more than 10 years of exutec, we have turned the mirror inward and done some self-reflection on our own agency brand. It quickly became clear that it was time for a new look & feel that better represented who we are now.

We created a new brand and made the step to change not only our visual identity and tone of voice but also our name. …

&why

Hi, we are &why. An independent digital agency at the intersection of creativity and technology. Based in Munich, Germany.

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