‘Branding is about visualising emotion’: Hulsbosch on cultivating cultural legacy
How can brands effectively and sustainably influence the collective consciousness through visual identity? To find out, Seja Al Zaidi spoke with Jaid Hulsbosch – director of Hulsbosch – whose passion for embodying cultural meaning is enmeshed with a deep belief that simplicity, consistency and delivering on promise is key to creating an ‘iconic brand’.
There are some brands that seem to withstand the test of time.
They embody a sense of timelessness, and intrinsic knowledge of their values is inherited through generations. They inspire rampant tribalism and unwavering loyalty – the mention of the brand’s name alone stirs a latent assemblage of unambiguous associations, values, experiences, emotions and perceptions in the consumer’s mind.
