We had a chat with Jesper Bange from the award-winning global design agency BOND, to talk about their recent rebranding of the Finnish jewellery brand Kalevala. He also shared some thoughts on how the creative industry is doing during these crazy times and about BOND’s key to success.

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How did you get into the world of brand identity design — and what made you stay?

I had one dream job as a child: become a professional football player. That didn’t happen, so I had to settle for option B. Design has always played a role in my life. I am a fourth-generation designer, so it was kind of a given. After graduating, I sort of drifted towards brand identity design and I did not regret it.

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Jesper Bange.

Is there a perfect brand identity brief? What does it look like?

I appreciate it when the client has a clear understanding of what they want to achieve with the new brand. It is easier to start the design process with that perspective mind. I also like that the brief is balanced somewhere in between being very detailed and very vague. The best briefs are created together with the customer. …

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Brandpad

The team behind Brandpad. We write about visual identities and design processes while running a brand guidelines system for designers.

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