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Magazine Interviews

Transform magazine •

The Scoop with Emma Overeem

Transform: What is distinctive about Living Group compared to other design agencies you’ve worked at?
Emma: Living’s proposition is all about Creating Difference, which is achieved through great teamwork, and great clients, who understand the power of brand and digital transformation. 
Having been with Living for roughly 14 years, I’ve seen the agency adapt, change and grow. With ambitious founders at the helm who value creativity and building strong client relationships, it’s a challenging and...
Transform magazine •

Postcard from Cairo

What would you say is distinctive about brand design in Egypt?
Egypt holds unique characteristics that shape its brand design industry. Thanks to geolocation and multicultural effects, Egyptian brands have access to limitless, innovative, cultural design that shapes global insights. 
Egyptian branding design revolves around the function of the product or services and seeking a strategy for brand purpose, promise and values for brand language. 
Egypt has the opportunity to play a role model for m...
Transform magazine •

Five minutes with Emma Baines

You worked for a number of design agencies over the years before making the switch in-house to HelloFresh in 2019, and then Tony’s a few years later. What do you enjoy most about the in-house life?
I love in-house because you can really focus on one brand. There's pros and cons to both, but what I love is the people. You are all behind one brand. And in this case now, one mission. It's the reason we come to work every day. You can go so, so deep into that. I think what was really interesting was...
Transform magazine •

Five minutes with M — N Associates

Tell me about the design scene in Vietnam. How does it differ there compared to other countries around the world, and maybe Asian countries in particular?
Lan: I think that the design scene in Vietnam is quite new – maybe around 15 years old. So it's quite new to all of us, especially in branding, I think. Also, our culture is not like the other countries around us; Singapore is quite modern and disciplined, for instance.
Duy: Vietnamese people tend to live more by habits. So it's more about th...
Transform magazine •

The Scoop with Jason Brown

Transform: What was it about Pearlfisher that enticed you to make the switch? 
Jason: My affinity for the brand was already there, which speaks to the true character and quality of who Pearflisher is – responsible for producing industry-leading, value-creating work for more than three decades, but meeting founders Mike Branson and Jonno Ford and hearing directly from them what their vision was from the outset – along with that of late co-founder, Karen Welman – made for an incredible process. T...
Transform magazine •

Postcard from Zagreb

Tell me about Fabular and how it differs from other brand agencies in Zagreb.
I would say that we are a great group of friends firstly because we have been working together for more than 15 years. Fabular has its own brand methodology for creating strong brands and this has been the backbone of our work. We have been awarded international awards for brand strategy, naming and visual identity.
 
Zagreb is known for its colourful architecture, pleasant parks and vibrant city centre. Which parts of...
Transform magazine •

Five minutes with Paul Silcox

Tell me about the importance of crafting high-quality brand experiences, and how this can lead to companies forging deeper emotional connections with their audiences.
Brand-led experiences are the fabric of what defines a brand’s reputation and relationship with their audiences. They are a pivotal way of making brands tangible and generating sustained success.
Whether the desired role of any given experience is to inspire trust, provide some unexpected inspiration or be inherently useful, the ap...
Transform magazine •

The Scoop with Christian Schroeder

Transform: Congratulations on your recent appointment as global president. It’s been nearly 25 years since you first joined the company, how has it changed in that time?
Christian: I would say that it is unrecognisable on many levels. I think the company that I joined all those years ago was a design agency that was starting to become a branding agency. We still had very clear practices in terms of corporate clients and packaging clients, but now it's a globally-integrated, brand-led design and...