A creative visualist

“Shared values are important, especially for global companies. That’s why conceptualising is really important when conveying values internally for all personnel”, Anu says. She has been working in the B2B marketing world for almost all of her professional life, and at Brandkind she has specialised in branding and internal communications. “My job is to visualise the messaging, as part of a team,” she says humbly.

Multiple messages working as one

The visuals, of course, are an essential part of messaging upon which a whole concept or brand can hinge. “A creative concept is impactful when using the right words and images. This is especially true in very technical fields where information and processes can be represented more clearly graphically.”

Of particular interest to Anu is making cohesive messaging that is strongly identifiable and effective throughout a campaign’s assets. “Concept planning and visualisation are crucial in brand management. It’s important that the look and feel of the brand is consistent. We support our customers in this with our partners such as Frontify.”

Ultimately, learning about the customer and growing with them is the best way to create effectively, Anu believes. “I have been very fortunate because I have had the opportunity to work with brands that already have a long history. It has been wonderful to be part of building their future. A brand must be flexible enough not to snap in the midst of a changing world.”

Surrounded by inspiration

Anu’s dry sense of humour and all-round cheerfulness make her a valuable asset at Brandkind, and her experience makes her a go-to person for anyone stuck on a task who needs a bit more insight. Creating a link to the audience’s state of mind and addressing their needs is a strength. Like all the best creatives, Anu gets inspiration from multiple sources that are incorporated together to create a holistic frame of mind.

A key driver for her creativity comes from the environment and architecture that surrounds us. City planning and the urban environment are very close to her heart. “We should consider how we want to live, and how we build an environment that is good for us. In the same way, we need to understand our audiences’ daily environment to touch them emotionally.”