Packaging design

Drink and donate 100% of the price to charity

This Cause Marketing idea is still awaiting a (wine or distribution) company to make it happen. I’m using Boschendal (Dutch: wood and dale) as an example. Boschendal is one of South Africa’s oldest wine estates and is located between Franschhoek and Stellenbosch in the Western Cape province. In terms of branding, it combines new world elegance and a finesse coupled with old world charm. The design aspect plays a crucial role in this. So do new initiatives. The (proposing) philanthropic division of the Boschendal estate, 100% Charity Wines, is formed after research had found that an increasing number of people are willing to donate to charity, but don’t know how or simply need to be asked. How does it work? You purchase the wines online and Boschendal donates 100% of its pre-tax profits to selected charities. The process is completely transparent and won’t drain corporate resources.


Reebok’s World Record

Award winning newspaper ad for Reebok at Sonnenberg Murphy Leo Burnett in Johannesburg. South African long distance runner Elana Meyer broke a world record – not just by a few second, but with the time it takes you to read this headline. Written by Mark Varder. Winner in The One Show. Winner in Graphis Advertising Annuals. Winner in Communication Arts.


Fighting Xenophobia

In South Africa, the United Nations High Commissioner for Refugees has a Big-Hairy-Ambitious-Goal: to significantly reduce the high levels of xenophobia towards refugees. Most of the approximately 500.000 refugees entering South Africa annually have an illegal status and form a threat to the already huge unemployment problem in the country. One of the key UNHCR roles is to work closely with the Government’s Department of Home Affairs and other partners to create awareness and build tolerance toward refugees and asylum-seekers through public information campaigns against xenophobia and interventions at the community level designed to facilitate dialogue.

Corporate identity · Environmental design

American Red Cross – volunteer drive

The American Red Cross is one of several community organizations working together to respond to disasters all over the United States and beyond. Every year, it looks for volunteers to help execute the organization’s programs. With units all over America, volunteers have the opportunity – from training to be and ready to respond to disasters to supporting a blood drive from delivering messages to our US service personnel, to connecting families displaced by disasters or conflict – to enroll. Pro bono work for the North Texas Chapter for the American Red Cross.


Brand Storytelling

Most of the time, when developing a car brand, people produce communication which plays to the rules of the market. They focus on shots of the car; power and comfort are embarrassingly mandatory; sex is often a subtext somehow. But you always keep your ears and eyes wide open. In this case, we picked up on a story from one of our account managers; his wife and child survived a horrific accident in a Mercedes-Benz. Hang on a minute, we said. Skip the rules of the market. Forget the diagram of the safety cell. Let’s get to the heart of the matter: a young girl’s life was spared. Let’s see if that can add a valuable chapter to Mercedes-Benz’s already compelling brand story. Full page newspaper ad for Sonnenberg, Murphy, Leo Burnett. Written by Mark Varder. Photography by Michael Meyersfeld. Winner at the Clios awards, winner at the Clios, winner at Communication Arts.

Editorial design

The Human Nature Review Part1-4

Issue #134/135/136/137

The Human Nature Review Magazine is a significant (bi-monthly) source of analysis, knowledge and inspiration for readers at leading universities and research institutes in over one hundred and sixty countries. The aim is to bring into communication the variety of approaches to understanding human nature which have a regrettable tendency to be less in touch with one another than they might. The magazine’s BHAG to publish the world’s latest scientific discoveries of people as individuals, in groups, in institutions, in societies and as political and ideological beings…

The covers below are four successive editions: ‘The Mythology and Symbolism of Sexual Behavior. Part1-4′. Edited by Professors Bruce H. Weber and David J. Depew.

Graphic design

Announcing the Glyphs’ Typographer App for iPad

Glyphs Inc. has developed an iPad app that lets the professional type designer create, manage and sell his/her font to the professional market. The launch of this important and probably game-changing app is presented at the TypeCon2011. TypeCon is the annual conference presented by the non-profit Society of Typographic Aficionados (SOTA), an international organization dedicated to the promotion, study, and support of typography and related arts. Since the inaugural conference in 1998, TypeCon has explored type for the screen, printing history, Dutch design, type in motion, experimental typography, webfonts, and much more. These typographic posters are part of a total communication program that launches the app at the conference. The project is sponsored by Apple, Glyphs and TypeCon. Typographic artwork by Joost Hulsbosch.

Corporate identity · Graphic design

The identity for Le Centre L’est > Kinshasa’s hottest cultural event hotel

Francophone Kinshasa is the huge, sprawling capital of the Democratic Republic of the Congo. It is hectic, confusing and colorful, a sort of New York of Central Africa. In this vibrant city, (+6 million people) the main thing to do is to simply sniff up the atmosphere; enjoy the Congolese food like ‘foufou’ and ‘chikwange’, listen to the famous ndombolo music, dance and dive into the Congolese way of life. Le Centre L’est is a newly renovated 5-star event hotel that brings together these characteristics in 21st-Century style and sophistication. This, on ancient Congolese art inspired logo, expresses the desire to become the new cultural center within the center of the city. Full identity program for a whole range of hotel collateral and marketing materials. Silver winner at Graphis Annuals 2013.

Graphic design · Web / Interactive design


Neubau-Laden owns an extensive encyclopaedia of well over a thousand pictograms of everyday objects and obsessions large and small. Created by Stefan Gandl and his Neubau team, it makes them extremely useful for architects and other creatives who can integrate them into their presentations and visual models. This extensive e-commerce site contains all of Neubau’s 1500 pictograms, including its award-winning Neubau type fonts; bombarded (by some renowned typographers) as the best font of the Century, so far. For AGB and TBWA/Tequila Berlin.

Packaging design

Reflecting the Music Inside

Various packaging designs for Sony Music Entertainment. We’ve been working on projects for Sony Music Entertainment on-and-off through the years – for a broad array of both local artists and international superstars. Photo of Sinéad O’Connor by Michael Meyersfeld. All other artworks by Joost Hulsbosch.

Environmental design

Powerpact’s Wallpapers

Part of series. Large floor-to-ceiling wall posters, designed to install a new purpose and culture into Powerpact’s offices. Powerpact USA is a national promotions and shopper marketing agency with offices in Dallas, New York, Richmond and San Diego. Written by Joost Hulsbosch and David Shanks. Art by April Moore. Typography by Joost Hulsbosch.

Editorial design

The Human Nature Review #127

Cover design for issue #127 of The Human Nature Review magazine. The magazine is a significant (bi-monthly) source of analysis, knowledge and inspiration for readers at leading universities and research institutes in over one hundred and sixty countries. The aim is to bring into communication the variety of approaches to understanding human nature which have a regrettable tendency to be less in touch with one another than they might. The magazine’s BHAG to publish the world’s latest scientific discoveries of people as individuals, in groups, in institutions, in societies and as political and ideological being. Multimedia painting by Joost Hulsbosch.

Web / Interactive design

Territory Brand Activation Design

Company concept and design for Territory. A brand consultancy helping businesses to stand for something unique, important and inspiring. Today, any business or organization needs to occupy its own Territory. As the logo is at the heart of your identity, the Big Idea is at the heart of your Territory – the company integrates traditional and digital design disciplines and transforms businesses and organizations into a energetic visual brands that support and exudes the essence of who they are and why what they offer to the world matters.


The Sprinter

The Mercedes-Benz Sprinter is a light, heavy and remarkable agile commercial vehicle, built by Daimler AG of Stuttgart, Germany as a van that delivers about anything you can think off. In record times. Photography by Michael Lewis – For Sonnenberg Murphy Leo Burnett


Work that catches the eye with intrigue – and solves the business challenge at the same time

Your brand needs to solve real business problems. And it needs to make friends and to expand your sphere of influence. That’s where we come in. Joost Hulsbosch’ BHAG Design builds creativity into brands. You will see the results in the way your brand starts to look, speak and behave. It will suddenly have an energy and personality. Your brand story becomes something people want to share.

Velocitynet, the Ghanian telecom provider, is overhauling its brand identity. The company would like to tell the story of being truly connected at every point of access across its satellite and terrestrial networks – but in a uniquely Ghanian way. We like to think our work, which draws on traditional drum carvings found at King Opoku Ware’s 15th Century grave, does this. And highlights the letter V.

velocitynetRhands using digital tablet PCvelocityweb

Corporate identity · Thinking

Fascinate or Fail

Why are you captivated by some people but not by others? In a distracted, overcrowded world, why are some brands fascinating while many (most) fail to truly intrigue us?

Fascination. It’s in the songs you remember, the person you marry, the employees you hire … and the brands you love. It’s more persuasive than marketing or advertising. In our experience, it’s the most powerful way to influence decision-making.

But where does fascination come from? What triggers it? And how does a company put those triggers to use?

Fascination starts with universal triggers: lust, mystique, alarm, prestige, power, vice, and trust. By activating the right triggers, you can make anything fascinating. To activate fascination’s irresistible influence, we look beyond marketing clichés and delve into customer’s behavioural and social studies, historical precedents, neurobiology and evolutionary anthropology, as well as conducting in-depth interviews, to emerge with deeply rooted patterns for why, and how, we become captivated.

Whether you realise it or not, you’re already using these triggers. The question is, are you using the right triggers, in the right way, to get your desired result?

Award-winning logo identity for Infinites, 24/7 contemporary jazz and chill. Infinites is an DAB streaming music station from Greenwich, CT, USA.




Style > it simply helps clarify complex things

In today’s overcrowded marketplace, style helps you get noticed. It focuses people’s attention on your presence. In itself, that is a sound reason to invest in your brand’s visual communication, but the benefits go deeper.

Style makes the connection.

Style helps you connect with your audience; it can evoke an emotional reaction that gives people a reason to choose your brand. Done correctly, style helps your communicate with your audience on a visceral level. It helps your resonate with your audience.

Embrace style. Harness its power to cut to the chase.

A1 Poster / 2013jukebox


We develop iconic brand personalities that stand and deliver

We’ll be asking you the following questions when we start working on a new brand identity / communication project.

You’re business is here to make money. But how are you going to do that?

  1. What does your business do?
  2. Why does your business matter? What is going to do that other companies aren’t doing?
  3. What difference will it make? How will it make people’s lives better, faster, slower, easier, cheaper, more exciting, more relaxing, or whatever the case may be?
  4. How are you going to look different? How are you going to stand out?
  5. What is the business idea or the philosophy behind what you’re doing?
  6. What is important to you? Why, in fact, are you here?

Answer those question and, as if by magic, your logo is no longer some airy-fairy thing. It matters. Now you have a basis on which to evaluate how your logo and identity should work for your business.

In a wildly competitive world, where the tiniest margins count, can your logo and your corporate identity help you communicate those things above? They should.

In a world where it is truly difficult to find a competitive advantage and hold onto it, you need everything about your business to be working as hard as it can. And that includes your brand.

If your product is what you are, your brand is who you are.

A logo is at the heart of your brand. And your brand is who you are. It’s your personality. It’s how you become meaningful in people’s lives.

A great logo will be:

  • Easily recognisable – which probably means it will be utterly simple
  • Distinctive – which probably means your logo needs to start life by being different
  • Memorable – something that will only come with time but means that it needs to have both credibility and vision.

Great logo design requires a complex mixture of design skills, creative theory and skillful application. Any designer worth their salt can create a fit-for-purpose logo, but truly mastering all aspects of the craft takes time, skill and persistence.

As with any creative endeavour, it’s really easy. All you have to do is wait for the drops of blood to appear on your forehead.

NINTHhouseID_Page 1Iconic logo for Ninth House Network, corporate educational development


Every company needs a Big-Hairy-Ambitious-Goal

Does your company have a Big-Hairy-Ambitious-Goal? You may think it’s to make money, to create shareholder value, to grow. Every company needs to do those things. It’s how you’ll do those things that’s important.

“Today’s extraordinary businesses are driven by Big-Hairy-Ambitious-Goals. They own an unconditional, inspirational directive about where the business needs to go in the world. Especially during times of great economic uncertainty, a BHAG is the key to creating and maintaining a high performing organisation, deserving just as much attention as strategy, execution and innovation.” Indra Nooyi, Chairwoman and CEO of PepsiCo

The world’s most powerful companies own a Big-Hairy-Ambitious-Goal.

MultiChoice Africa is not just another satellite TV provider. It’s purpose is to ‘enrich lives’ across the continent, bridging the divide through broadcast content in education, news and entertainment.

Nike/Inc is not just another manufacturer of sports shoes and clothing. It is a company that embodies the spirit of winning.

The Coca-Cola Corporation is not just about producing sugared, carbonated water. It’s about enjoying life.

Orange is not just another telecom provider, it’s about optimism. (The future is bright. The future is orange.)

Nando’s is not just another fast food franchise. It is a spicy part of South African life.

Avis is not just another car rental company. ‘We try harder’ has become their business-model.

Paris is about romance. Rugby is about tribal warfare. Greenpeace, standing up for the defenseless. Apple is about thinking different.

To own a Big-Hairy-Ambitious-Goal is like to own a deep-seated conviction. It is the key to a high-ground no one else can claim. People are drawn by its sense of purpose. People want to be part of what’s happening and they want to work or invest in you. Everybody wants to belong.

Do you have a BHAG?

“I am prepared to bet that in almost all medium to large-seized companies, half the available energy is untapped. Develop a consistent company idea and you will generate enough magawatts for one long and progressive sweep into the limelight” Jack Trout, Strategic management consultant and author.


Interactive, visually-led storytelling that fuels the heart and mind

Even large corporations and governments have now recognised the value of giving the public the power to influence key decisions and have adopted socially-oriented business models. This past year, for example, Iceland invited its citizens to submit suggestions and comments on a new draft constitution using Facebook, Twitter, and Flickr. In October, 66% voted in favour of basing the new constitution on this crowdsourced document.

Brands are moving past social media marketing to incorporate social mechanisms into everything they do, from supply chains to customer service to product design. This is ushering in a new age of collaboration and transparency. Part of the success is not only the idea behind the projects, but about the way it is designed, the way the story is told. Result are measured not only by social media strategy, but a visual social media strategy as well.


Meticulous crafted ideas that work online, offline and ontime

Sometimes we’re ashamed to find ourselves working in an industry where standards and good taste can be substandard. We distance ourselves from this malaise.

We prefer to deliver quality.

We like our design to work across all touchpoints.

We take pride in delivering the audience your brand deserves.

We help you hone a message that cuts through.

We seek clarity to deliver a competitive edge.

From commerce to charity, education to leisure, we bring inspiring concepts to life through simple, brilliant communication design.

Award-winning advertising for Appelsientje fruit juices, The Netherlands.
Editorial design · Graphic design · Thinking

We live in a fragmented world — how to maintain a unified brand?

How can brands nimbly navigate the difficult waters of increasingly fragmented markets? How can brand managers win back some of the control they have lost to consumers in the age of social media?

Take for instance the Gap logo fiasco. The company had to pull back its new logo in the face of intense online backlash from consumers who wanted to keep the old one. By contrast, Starbucks’ rebranding and its new siren logo were mostly evaluated as a success. What then determines the hits and the misses in the new branding era?

The answer may lie in how well companies adopt a “transbranding” philosophy and management system.

“Trans” is derived from Latin and as a prefix means “across, on the far side, and beyond.” We commonly use words like “transportation” and “transfer”; in both cases, “trans” connotes a bridging characteristic, whether it is between places, conditions, or people. Thus, transbranding is using brands to connect and effectively move between divergent markets.

Branding has always been an important part of marketing strategy, since many consumers use brand attributes to determine their purchasing decisions. The branding dialogue in the past was predominantly led by marketers, but in the digital era of today, that discussion is heavily influenced by other voices, such as by social networks. This results often in a varied and potentially conflicting narrative about a brand. Transbranding is a call for marketers to retake the initiative in integrating the communication of their brands across offline and online domains.

Companies or people that are successfully pioneering transbranding demonstrate some key “trans” qualities in the following ways:

1. They are transitional. Sometimes a company and its branding has to evolve to align itself with its changing market environment. When this happens brands have to provide strong leadership to make sure its loyal consumers do not feel lost by radical changes, such as by an unexpected new logo. Whereas the Gap stranded their old customers with their new brand identity, Starbucks initiated a longer, integrated, and open effort to help their partners and patrons to transition to the rebranding effort. More specifically, by keeping the siren, Starbucks signaled that the familiar retail experience would continue. But importantly, by omitting “Starbucks Coffee” in the logo, it communicated that its business also consisted of non-coffee categories — in the present and possibly more in the future.

2. They are transcendent. Instead of just catering to the idiosyncratic demands of the micro-segments created by new media, brands should also try to aggregate consumers by finding an appeal that can transcend market differences. A recent Harvard Business Review blog about Gangnam style discusses how a video sang almost entirely in Korean nevertheless became a global viral sensation because, at the core, the music, the humorous visual content, and the artist Psy himself were all universally liked. Brands, too, have to search for that kind of power to attract across seemingly variant markets.

3. They are transformable. With digital domains, like smartphone apps, becoming a new and important battleground, branding elements now need to be visible in a much smaller or dynamic setting. Case in point: DC comics now uses a “living identity,” where its new peelable logo reveals its many superheroes. Whereas its former identity was singular and static, the new malleable brand ID can be flexibly fit to properties, characters, and media, such as in digital devices, where consumers can playfully interact with it.

4. They are transparent. Domino’s Pizza created a stir by conducting a bold campaign where it openly discussed the consumer dissatisfaction and quality issues facing the brand and how it was going to overcome them. Brand transparency is important in honestly addressing consumer complaints, especially since, when left alone, they can be spread quickly on social networks. Companies, however, need to determine the proper level of brand transparency by weighing its impact on other branding factors, including trust, mystique, storytelling, and surprise.

While it is true that the changed media landscape has made life difficult for marketers, the good news here is that a transbranding mind-set can help managers cross over the old-school and new-school branding divide.

Dae Ryun Chang is Professor of Marketing at Yonsei School of Business, Seoul, Korea. Follow him on Twitter at @daeryun. Don Ryun Chang is professor of branding and design management in the department of visual communication at Hongik University and a former President of the International Council of Graphic Design Associations.
Corporate identity

Logo design – like no other


Creating a logo for ArcelorMittal — the world’s largest steel company, with over 320 000 employees and a presence in more than 60 countries — is no small undertaking. Assigned by FutureBrand, we’ve conceptualized and designed this ultra simple, yet powerful signature device.

How did we get here? The Mittal family are understated people, so it was essential to have something dignified, but also strong, clean-cut and world-class. That’s why we came up with the idea of the signature which at closer inspection is made out an A and an M. The ArcelorMittal signature is unique to the company, just as an individual’s handwritten signature is unique to them. Designed to suggest the transformational energy that characterises the company, the signature’s dynamic and iconic form reflects ArcelorMittal’s leadership position in the steel industry.

We developed a brand website that has downloadable applications, typefaces and tools. We can also upload additions and make modifications when necessary. The result is a very flexible brand tool, with the benefit of being instantly accessible anywhere in the world.