Discover Benelux | Business | Profile
The world of design is vast. What do you find particularly compelling in the conception of a brand’s image? Creative team: Being able to create, through design, a language both personal and distinctive, in order to foreground the client’s history, the essence of the brand. To do this thoughtfully and successfully is a fascinating challenge. François: Brand image conception must allow cohesion between the brand, the business behind it, and the values it represents for the consumer or B2B client. The goal is to gather and select what arguments will be presented to and foreground its powerful aspects. The message should be simple, clear and specific, and its repetition should enable brand assimilation and recognition in the audience. Thus the message is the brand’s signature, and it is often the simplest elements (a shape, a colour) that have the most impact. This research work is both essential and fascinating: it is a building block for the dialogue between the design team and the client company. It is a vital step because there must be balance and mutual understanding between the two.
What are some key factors to successful communication? Creative team: When communication relies on a strong concept, tells a story, and passes on the brand’s philosophy, it succeeds. It should be universal, understandable by all, and easily memorisable. It is important to define the mission, the vision and the values of the brand in order to render them as faithfully as possible. Beyond this, clarity and efficiency are also two main aspects.
A good logo should allow the brand to ‘speak’. Do you consider design to be a language?
self is very important, through what it symbolises and the references it makes.
Creative team: Design is a visual medium, through which emotions, ideas and values can be perceived on an instinctive level. Playing on collective codes, it allows us to express a particular idea. Various typographies, shapes, and arrangements all elicit a different sensation that the audience may not be able to express, but that it will understand unconsciously.
Would you see yourselves more as being creators, in that you create designs, or as mediators, between brand and consumer?
François: Design is evidently a language, but also the medium through which a brand can synthesise what it stands for. Beyond the logo, however, the name it-
However, we are creators in that our job is to create shapes that will send a message, and bring out an emotional response.
Creative team: We are mediators in that we often help our clients formulate the message that they wish to send, through workshops and meetings. We accompany them in their strategic choices, and facilitate the establishment of their brand.
To you, a dream project would be... Creative team: We would love to work on a project that is aimed at a wide audience, is thought-provoking, and stirs curiosity around it. We would like it to benefit others, whether it is linked to education or to a specific cause. We also find it interesting when a project shows a lot of originality, which allows it to demarcate itself and to play a social role. www.feelinkstudio.be
Issue 74 | February 2020 | 57