Welcome, Brand Team!

It’s clear that the entire creative world is connected, and a high-quality customer relationship creates the desire to take the cooperation even further. Jolos has recognized this need and last year underwent a rebranding that saw a live-communication agency evolve into a full-spectrum creative agency. With this change, we’re also welcoming our brand team.?

Challenges?in?creativity and design

The Jolos brand team is an?emerging branch that’s taken on new challenges and some large projects in a short period.?Why is it crucial to have an in-house brand team and what is it??Our brand team lead, Liis Kalvik might know a thing or two: “The?brand team is, in a sense, a?“form”?to a?“content”?that has already existed in Jolos for some time. This “content”?means people, skills, and completed designs that have stepped out of the realm of events and focused more on creating a stronger and more positive perception of companies and their brands.”?

Liis points out some of the main challenges that all creatives face - how to debate and explain their creative choices and solutions to everyone involved. "It’s?understandable that decisions of such weighty and long-term value as creating or rethinking brands, need to be thoroughly discussed with clients – and this means that we need to create a common vision and feeling while being able to make our own professional proposals. In addition, the discussion can be somewhat difficult, since most opinions are subjectively interpretable – for someone, it may be the most on-point design but for another person, it may be seen in a completely different light."

Time. Good things take time - so does a good, mature, finished end result. So sometimes it can be challenging to coordinate creativity with project management plans or budget limitations.?The brand team is still in the growth phase and continues to learn. However,?the foundation has been laid with first, proud, full-spectrum creative design and brand projects.

Thoughts?on the process

We asked our brand team designers Maria Einer and Kristi Tamming to get the real inside scoop on their work and how working on brand team projects differs from regular event marketing design tasks. In the context of events, both designers agreed that the keyword is: always in a hurry! Typical event designs consist of a variety of materials that may be required, from invitations to advent calendars, magazines, and websites. And everything must be created quickly. “Creating?event designs is a fast-paced, more miniature version of?"real?world" design work, while brand team projects allow you to dive deeper into the work and take more time to achieve the best results,” says Maria.?

Kristi also sees real potential in brand teamwork as it has more sustainable value and the creation process is enjoyable: “Design?projects related to events are fast-paced – after all, we create the entire design concept from scratch. In the next moment, the event is over and new things are coming. At the same time, more classic graphic design projects such as (re)branding,?magazine or book design take longer to?"ripen"?but also create permanent value; something that will not disappear quickly."

Our?(favorite)?cases

We asked our designers from the brand team about their favorite projects. Let’s take a look. Maria brings out her favorite case from the past year when we helped Merko – a leading construction and real estate company – with its brand transformation by renewing its visual identity:?“Merko's?rebrand will definitely be remembered for its thoroughness, and for many other aspects. The masculine face of the construction and real estate development company has gotten a little softer and been given a more modern look.”?

Another outstanding collaboration of ours is with Kapitel, one of the largest business real estate developers in the Baltics. We created full-spectrum?“on-demand”?content including digital design solutions, a social media campaign, an outdoor advertising campaign, and live promo events to capture the public’s attention.?“This?particular project is remembered precisely for its versatility. As part of the project, a hardcover book in two languages about the legends of Tallinn's old town, a website with an audiobook, signage to different locations in the old town, and an outdoor media campaign were created. I liked that it was possible to deal with both print and digital realms, figure out the book concept and do product design – it's not often that you can do all of this within the framework of one exciting project”, says Kristi.?

Btw, the deadline is yesterday!

A designer’s job seems pretty chilled from the outside - creating cool logos, mixing colors while sipping coffee, and looking at what the birds are doing outside. Well, in reality, it can be one of the most stressful jobs, as designs with briefs like?"make?something cool" have to be done?“yesterday”?and are expected to be reviewed by every person in the agency and the client's office. Our designers share tips for dealing with such inevitabilities in their work:

"When your work is also your hobby, it helps you cope with such situations – that way, you do things with your heart, while maintaining your sanity?(and?sense of humor)," finds Kristi. Maria also agrees that a positive outlook is something that has helped her career:?"While?it can be very common to have to do everything?“quickly”,?bad ideas can sometimes come up. This is not necessarily a negative thing. Embracing bad ideas can often lead to the best ones.”