Designing for a Global Stage
Most brand-owners dream of a global presence, but few are aware of the accompanying complex demands on brand designs, visuals, and physical structures. A solid design success doesn’t necessarily travel without important tweaks and strategic updates. KIND Agency has put decades of international work into an optimized design process for companies with global aspirations.
“We always strive for our design solutions to be adaptable, scalable, and prepared for a global stage,” says KIND Agency CEO and co-founder, Thomas Jensen, over a quick lunch near the company office off a busy street in Milano. “Brands can suddenly take off, and we aim to keep them prepared for a broader roll-out by offering modular and flexible solutions.”
Thomas had flown into Milano for a few business meetings and introductory coffees and aperitivi with prospective partners and clients. He finds that international brands have taken a special interest in KIND Agency’s attention to design solutions with global scalability and was keen to explain the strategic thinking going into the process. Traffic slowed down as the city drifted into the lunch hour but the energy at the packed osteria was fast-paced and lively.
KIND: The Magazine
Thanks for meeting us, Thomas. It seems that business is picking up here in Milano.
Thomas Jensen
It’s my pleasure. Yes, we feel lucky to be here. Milano and Copenhagen are very different cities, but both have shown to be perfect bases for us. We’ve always been very aware of the fact that even though our approach is firmly rooted in Danish design, we have an international approach that translates well with the wishes of clients with either an existing global presence or the ambitions of expanding globally.
KIND: The Magazine
How come?
Thomas Jensen
My interpretation is that it relates to our ability to transform business development into design solutions. Many design agencies have a “design first”-approach whereas we always look for solutions which put the brand first and support the overall strategy, be it a global roll-out, a flagship store, or a complex integration into an existing urban area or a shopping mall.
KIND: The Magazine
So, design is not just design?
Thomas Jensen
We understand design as a translation of a brand’s commercial ambitions. That’s an essential difference from most design agencies and an approach which suits our international clients very well. They know that we’ll do our homework when opening or strengthening new markets. One international client told us that they appreciated our commitment to defend their brand and to advise against work which would undermine their brand value.
KIND: The Magazine
That seems to challenge a more traditional understanding of the design role and function. Isn’t it easier to just let the client decide?
Thomas Jensen
Most of our client relationships are long-term and increasingly build on trust. We’d rather decline a project than take on work which – from our point of view – would deflate the client’s brand. Our clients have come to expect an honest recommendation from us, and that’s something which we take very seriously.
Milano seen from Thomas’ point of view.
KIND: The Magazine
Does this both go for global brands and companies just starting their journey?
Thomas Jensen
There are some significant differences. Global and established brands usually have a rooted understanding of their position, their customers, and their messages. Every part of their customer engagement is founded on clearly defined values and shared throughout the organization. Smaller companies and start-ups are yet to define their brand philosophy. The main goal is usually selling fast and surviving the initial stages. It’s a natural effect that the smaller companies are volatile and adjust quickly. They simply don’t have the built-up capital and oversight to settle for long-term planning.
KIND: The Magazine
How do you help the smaller companies wanting to scale and add to their brand value?
Thomas Jensen
Our design will always be tailored to the client in question. We always analyze the client’s budget and timeframes before making any recommendations. Many smaller businesses have a need to move fast and adjust as they go. We’ll work within the given circumstances and recommend modular design solutions which can be adjusted and assembled in many ways. Our clients appreciate when they discover that our initial design solutions stand the test of time and scale.
KIND: The Magazine
Is this equally important in Copenhagen and Milano?
Thomas Jensen
This goes for the whole world. All clients appreciate seeing their investment be respected and optimized.
KIND: The Magazine
Thanks for sitting down with us, Thomas. Your main base is in Copenhagen. How do you spend your time in Milano?
Thomas Jensen
Thank you for joining me. Yes, our kids are still in school in Copenhagen, but we’re constantly shuttling between Denmark and Italy. Our new clients in Milano appreciate our presence. Much can be done virtually, but we have a firm belief in the value of the physical meeting. A lunch like this, a coffee, or even a late aperitivo. Our design philosophy at KIND is based on human contact, conversations, and interaction. Good design is a reinterpretation of lived life, and a good life is lived among people.
Banners in Milano are done to perfection.