I2G Works was founded by Thomas Fröhlich, a Swiss strategist with a global perspective and a track record in helping complex organizations turn focus into performance. His experience spans brand architecture, growth strategy, and executive advisory across sectors and continents.

What began at the legendary Geneva-based Institut für Markentechnik evolved into a broader, sharper practice: one that integrates brand, business model, and execution into a single advisory path. Today, I2G Works operates as a strategic partner to CEOs, founders, and leadership teams, with a clear mission: to simplify complexity, drive alignment, and improve profitability through focused decision-making and disciplined implementation.

Paul Baraka is a senior consultant at I2G Works with a rare creative pedigree shaped by decades in music, storytelling, and immersive media. As an award-winning composer, brand architect, and narrative strategist, he brings an instinctive ability to decode the emotional signal behind brands and to shape it into visual, sonic, and strategic clarity.

His strength lies in bridging worlds: artistic intuition and business alignment, emotional truth and market positioning, soul and structure. He is often brought in when the brand has lost its signal, or when a visionary idea needs to be grounded into real-world impact. His role blends creative insight, deep listening, and structured delivery, always in service of meaning, profitability, and enduring connection.