Strategy / Concept / Design

We’re designers without borders. Our experience has taken us to work on decisive projects from the Netherlands, USA, South Africa, Germany, UK, Australia and China.

We are independent, award-winning strategists and designers who develop unique, important and inspiring brand propositions that improve customers’ perception of businesses and brands. We offer smart, agile and powerful insights, ideas and experience to help business win people over. Our experience is that collaboration delivers the best results – it’s standard practice with every project we do for our customers around the world. From our offices in Den Bosch, the Netherlands, we intent to produce work that matters and breaks through the clutter.


We help leaders develop a difference that matters

Every leader knows that they need to grow value, command healthy margins and gain loyal customers. They do the necessary. They develop their leadership, cut their costs, optimise their supply chains, improve their call-centres…

But is it sufficient? How do they get their hands on ‘a difference that matters’? How do they bring to the boardroom that Holy Grail – a long-term competitive advantage? In their ongoing wrestle, how many business leaders treat their brand strategy as an integral part of their business strategy?

A change of mindset is required. Mark Varder, BHAG Design’s international Brand Strategy Director : 

Why would you omit the single largest generator of shareholder value from the development of your business strategy? Far from being the soft stuff, a brand generates 30 to 40 percent of a business’s shareholder value. Your brand has the potential to be your guiding ethos, your difference that matters. Business strategy and brand strategy should be developed concurrently, informing each other. Together they should generate the twin strands of your company’s DNA.


At BHAG Design we believe that your brand commands immense power. It is the sum total of people’s experiences of, perceptions of, and respect for your business … Your business matters. Your brand has the power to make it matter more.

> Feel free to contact us on how we can help your business matter more. Our initial consultation is free of charge and we obviously treat all information as confidential. info@bhagdesign.com <

Strategy / Concept / Design

A new identity for the International Union for Conservation of Nature (IUCN)

The IUCN, based in Geneva Switzerland, is the world’s largest environmental organisation — it has 1,200 government and NGO members and 11,000 experts in 160 countries around the world. We wanted IUCN’s identity to reflect its stature and authority – and to make the organisation look unapologetically modern and professional. Funding from governments and multinationals is critical.

The grid of dots represents IUCN’s global network of experts and how the organisation can link them together to create informed decisions. The dots also represent the interconnectedness of life. The images are either from very high up or from very close – to communicate the scale and the detail with which IUCN works.

In addition, we introduced IUCN to a phrase that, after the environmental degradation of the 20th Century, would sum up their contribution to the planet going into the new millennium: A more responsible century.

The IUCN produces annually more than 100 books and journals out of their London publishing house. This design provides the organization with a coherent and democratic look and feel.

Strategy / Concept / Design

Your company is not just a brand, it’s a pilgrimage

You know how motivating it is when you’re on a mission. Everyone needs that – they thrive when they’re doing something that they believe in. All companies need to make money, but what else about your company matters? Do you know? Do you have a sense of it, but can’t put your finger on it? Or have you lost your way, hoping to stumble back onto the road?

If a product is what you are, then a brand is who you are. A brand should make a business identifiable, memorable and, above all, meaningful in someone’s life.

The work above is an example of a company that owns a Big-Hairy-Ambitious-Goal (BHAG,) a purpose-driven Big Idea that will make you stand out, humanize your business and give meaning to all stakeholders. Tiger Airlines have grown their market share by some remarkable numbers. The business (named after the regional ‘tiger economy’ phenomenon in South East Asia) is driven by three interdependent marketing components:

  1. Building a name and organisation that truly makes a difference in the marketplace.
  2. Become a leader of great environmental purpose; and
  3. Invest in bringing our goal to life so that our constituents know exactly what we stand for.

What makes one company thrive while others languish in mediocrity? There’s no doubt hard work is involved, but owning a BHAG / Big Idea shows companies and organisations can exude a genuine and truly distinctive sense of purpose. The effect? The brand will neutralise the competition, click with customers, inspire and guide employees, and reshape the sense of what’s possible in the marketplace.

Strategy / Concept / Design

Art Works

The National Endowment for the Arts created an online platform to allow ordinary people to participate in the arts. ‘Art Works’ allows them to experience the power of their imaginations, develop their artistic skills and even share their enthusiasm. ‘Seeing Art in Everything’ is the campaign that BHAG Design developed for the platform. We developed the strategy, the naming, and the logo that practices what it preaches – seeing art in what at first seems to be a random collection of shapes.


Strategy / Concept / Design

A new CI for PRO digitaal

PRO digitaal specialises in servicing post-production broadcast equipment used in today’s digital studios. The company is based in Hilversum, the Netherlands. By specialising in particular types of equipment, i.e. HD colour correction, Flame, Flint, DaVinci and other cutting-edge soft & hardware products, they are able to offer faster turnaround more accurate than other service centres. The conditions for designing a new identity? Be smart, digital and connective.

Corporate identity (CI). The linear logo design melts the letters P-R-O into one form, reflecting the integrated, highly connective environment it lives in. The company’s marketing communication appears in relevant media components and is always focusing on its skilful workforce – we call them PRO’s Special Agents. Award-winner in The One Show for Design and the European Design Awards.

Strategy / Concept / Design

Kvadrat precision textiles

Kvadrat is an innovative Danish textile company that produces and supplies exquisite textiles and textile-related products to architects, designers and private consumers in Europe and across the world. Kvadrat was established in Denmark in 1968 with deep roots in Scandinavia’s design tradition. Besides the distinctive name, the brand needed a powerful visual token to shift perceptions in the marketplace where, amongst others, competitive Asian companies try to get a foothold in the industry.

Brand design starts with your logo. It is the foundation of your business identity. It must be eye-catching, simple and memorable. That’s a tall order for any logo. But at BHAG, we believe the thinking behind any brand design must be crystal clear. The K in the logo below is made from two threads that intertwine. They become a symbol for precision textile design and manufacturing. Which is precisely what Kvadrat offers architects and designers with its textile products. There are three different versions made of the symbol since it will also appear on a diverse range of textiles and textile-related surfaces, like interwoven broidery and disperse dye and textile pigment ink-laser printing.