About

BHAG (pronounced: bee-hag) is an abbreviation for ‘Big-Hairy-Ambitious-Goal’. (loosely taken from bestselling author / management consultant Jim Collins -> ‘Good to Great’ -> ‘Built to Last’)

Every company should ideally have its own distinctive BHAG – a big, bold, ambitious idea to strive for. A long-term proposal that guides and motivates the company and all its stakeholders. Everything else happens from this platform. Your brand identity, your brand communication, your brand promotions, etc.

BHAG Design was founded in 2007 by Joost Hulsbosch, integrated graphic design professional and creative director. Today we are an eclectic group of highly experienced, collaborative professionals who develop advanced strategies and design fully integrated brand experiences that create emotional connections.

We would like to work with you to find your BHAG / Big Idea that is uniquely yours — the high-ground that nobody else can claim. Then, we make it stand out from the crowd. We create the words and images that make people take notice, enjoy, learn, buy, believe in and invest in your brand. We live in a time of uncertain economic growth and hi-paced technological progress that can be copied faster than ever before … your BHAG / Big Idea is your real hold. Time to invest in that. Before it’s too late.

Practice Makes Perfect

We have three decades of experience in building brands from the ground up. When you work with BHAG Design, you’ll discover pretty quickly the knowledge, experience and skill to solve the most challenging communication issues. That’s the beauty of working with seasoned professionals. We work from our offices in Den Bosch and collaborate with local technology, media and production companies that strive for meticulous craftsmanship. We have won more than 150 major creative awards for our work around the globe — and we are still going strong. Practice makes perfect.

The work you will find on this site is a combination of produced work, pitch initiatives, and self-generated concepts and designs. Its aim is to give you a good impression of what our work is all about.

The projects we work on come from many different industry sectors, businesses large and small. They have one objective in common: they tend to want to achieve something extraordinary. So do we.

So who are these companies and organisations? Some of the biggest, some of the oldest, some of the smallest, some of the newest.

BHAG Design has worked and collaborated with CEOs, CMOs, ECDs and their teams who believe that owning a Big-Hairy-Ambitious-Goal is an act of courage and clarity — including those at ABN-AMRO Bank, Air France, American Red Cross, ArcelorMittal, BBDO, Brand South Africa, Capital One Bank, Cap-Gemini Consulting, Daimler, DDB, Diageo North America, Dr Pepper Snapple Group, Ekurhuleni, Fiat Group, Future Brand, General Electric, General Mills, Havas, Heineken, Honda cars, Hulsbosch Design Ltd, InBevAB, Ikea, IUCN, Jacana Books, Johnson & Johnson, JSE Stock Exchange, JWT, Leo Burnett Inc, LG, Martha Steward Group, McDonald’s Corporation, Mercedes-Benz, MultiChoice, NBC networks, Nelson Mandela Foundation, Network/BBDO, Novartis Pharmaceutical, PepsiCo, Procter & Gamble, Publicis, Reebok, Riedel Fruit juices, SAB-Miller, Scholl Footwear, Siemens, Sony Electronics, South African Airways, The Coca-Cola Company, TBWA, Unilever, United Distillers, United Nations, UNHCR, Virgin Atlantic, etc.