(work pictures provided by BOND)
JT: Design Weekly interviewer
IV: Ivan Khmelevsky (BOND creative)
JT: 2018年的 Balticbest Festival 背後的視覺策略是什麼？
JT: What is the strategy behind Balticbest 2018's visual identity?
IK: Getting back the initial idea and the brief itself, what we were trying to do and to achieve is to speak to a wide spectrum of people. So it had to be something that both designers and advertising people could relate to. The initial idea was that this identity should be somehow copy-driven, so we’re not showing pure design stuff, but instead convey a sense of this festival being multifaceted.
It’s not only about design, but also advertising.
We came up with this small copies, that kinda all relate to the Balticbest of its doubled B in almost every piece of communication. It actually only needed a very simple solution to get this idea across. If we had made this more complicated, it would’ve cluttered the overall visual language, and also would’ve made the copy weaker in a way. And we wanted to emphasize the copy side of the project. So it’s all about how we say about things, and what we actually say. So being super neutral and choosing only black and white as the primary color palette was perfectly in-sync with this copy-driven idea we had in the first place.
JT: I was quite curious that who is the client the you proposed the idea to?
IK: In this case, it was the media outlet, which is the biggest one in Estonia when it comes to marketing and all these business-related creative fields. And they run several related festivals, Balticbest not being the only one. They also do talks and workshops; So trying to focus on creativity and find new ways of marketing. It’s not that we had any troubles introducing this kind of identity for this sort of festival, because the people have been working on this field for quite a long time, so they know what a good design is and what it can do to bring things to a new level.
IK: 我認為在工作室每一個成功的案子背後，一半的功勞都要歸功給客戶，亦「成功是共同努力的成果」– 案子是你跟客戶必須攜手跨上的旅程。所以當他們（客戶）相信你以你的眼光去產出時，通常這樣的結果會比原先的好100倍。但這過程除了信任以外，更必須了解事情如何能有成效、以及好設計跟設計思考可以在很多方面在商業上獲利。我會覺得，即使愛沙尼雅是一個較小的市場及產業結構，有些工作室及代理商仍然能產出很令人印象深刻的作品，尤其是在跟政府、政府相關部門合作的案子中；大概歸功於政府及產業不斷的對話。這是一件好事。
JT: What is the client's role in making a project succesful?
IK: I think that in every single good project that a studio does, half of the credit has to go to the client, as it is a joint effort – it’s a journey you have to take together with the client. So if they trust you doing thing in how you see, the outcome is mostly 100 times better. But it’s not only about trust but also understanding how things work, and that good design and good design thinking can benefit the business in many ways. I would say that even though Estonia is kinda small market and the industry is quite small, some studios and some agencies produce quite impressive works especially for the government or these governmental institutions. And there’s probably constant dialogue between the state and the industry, so that’s a good thing.
JT: BOND has its studios spread in different cities, Helsinki, Tallinn, London, and Dubai, how
do you collaborate among the studios?
IK: We now work as a global agency. Obviously we do some local projects too, but at the same time, in bigger picture, every project needs a certain skillset. And it just works so that we might have a writer from Helsinki but then a graphic designer from the Tallinn office, and then strategy being done in Dubai, so this is what makes the proposition unique in a way that every single team is built around the client and to match the client’s needs. So we’re always trying to source the best talent that we have from this international pool of talent, and just to do the things the best way we can.
JT: And also you have team members from the different countries?
IK: It also adds to the picture to have this somewhat intentional approach into hiring new people. I think there are 11 nationalities of people working in total at BOND, like from Finland, from Russia, from Guatemala – almost any part of the world. So we’re definitely not only an international, but also open-minded agency. In every way.