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3 excerpts on the topic “Branding”
Base Design
[…] In contrast to Anglo-Saxon or Scandinavian countries, where branding was already seen as a creative discipline, in Belgium and much of continental Europe, it was often viewed as too commercial. Brussels sits at a cultural crossroads, and we both grew up looking outward. We were more inspired by the Netherlands and the UK than by France or Southern Europe, where design was often more decorative. […]
Base Design
[…] The word “branding” was not even part of our vocabulary. There were independent graphic designers and advertising agencies, but nothing in between. We built something different, somewhere between design, image and language, and we have always tried to stay outside predefined categories. […]
Base Design
[…] Everything depends on the client, their culture and how they like to work. Some prefer to be guided, others want to be part of the process. Understanding that dynamic is essential because we are ultimately serving their project, not our own.
This flexibility is part of what defines Base. It connects directly to the essence of branding, which is differentiation. No two clients are the same, so no two presentations should ever look or feel the same. Customization is not a detail for us, it is at the heart of our practice.
 […]

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