2_1_DiscoverBenelux_22_Oct_2015_Scan Magazine 1 30/09/2015 20:46 Page 20
KUNS TMA A N
Combining digital and design into communication value Design is a powerful tool with which to communicate a message to the public and provoke a response. Digital communication and design expert Wim Vanhaeren explains how Kunstmaan uses design to communicate deep-rooted brand values. TEXT & PHOTOS: KUNSTMAAN
Vanhaeren is the founder of the Belgium-based design agency Kunstmaan, which means ‘satellite’ in Dutch. We first asked where the name came from. When I set up Kunstmaan in 1998, I wanted it to have a name with a meaning. A communication satellite captures signals from earth, amplifies them and relays them back over a far wider area. These images also instantly connect high-tech and innovation. From the very beginning (long before Facebook, Google or smartphones) I was convinced by the new communication possibilities of ‘websites’. We were one of the first communication agencies to fully embrace communication and digital technology.
20 | Issue 22 | October 2015
So, you are really actively engaged in this ‘digital scene’? Indeed, we have always been a trailblazer on the digital scene. For instance, the online investment platform Bolero, which we recently developed with the major Belgian bank KBC, is recognised as a European standard. For Bolero we developed the website but also all the back-end software. We also delivered a digital transformation with Corona Direct, the direct insurer. But still you are much more than a digital agency… We want to maximise the value of our clients’ brands for their customers, across
all channels. Today, this includes many digital channels, but ‘physical’ channels also remain important such as print and real personal contact over the phone and in shops. We communicate the brand and its values in a powerful and structural way via every channel. For this, we apply four success factors: – Innovative design ensuring a quick oversight and good usability. – Innovative digital technology ensuring optimal impact across all channels. – Powerful branding and communication that supports the brand. – A focus on real personal interface and human values.
Promoting Belgium, The Netherlands and Luxembourg.