I work in design-led branding, combining strategy with craft. My approach is people-centric: for each client I assemble a tailored team of specialists rather than forcing the work through a fixed studio. Clients trust me with their story, and I treat that trust as the core of the relationship. Thirty years in the profession stand behind the work.

Branding is how I tell a client's story in visual language, giving a product or service a clearer identity and a stronger starting position. I build and execute strategic plans for how a brand evolves over time. I am fluent in graphic design across every medium and form, and a large part of my job is articulating what clients find difficult to say themselves.

I work with anyone, within two limits. I do not take on ethically dubious projects, because I cannot stand behind work I do not believe in. And I do not enter competitions. I think they damage the profession, fail the client, and rarely produce honest results.

Good creative work depends on mutual trust, deliberate decisions, and a fair amount of courage. In that sense it is closer to a partnership than a transaction.

Boris Balant