How to pull off an iconic, timeless and emotive approach to brand building – With The Annual 2021 Small Agency of the Year | #AnnualSpotlight

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There are few teams in the Creativepool community as talented as KIND. Every single one of their works oozes earthy tones and premium taste, culture and distinctiveness made design. It's hard to find, really; such delightful elegance, such delicacy and care for the end result as much as the process behind it. This is KIND; we're not surprised it won a Gold for our 2021 Small Agency of the Year – alongside a full range of other awards in Packaging, Graphic and Branding.

KIND made its debut in the Creativepool community at the end of 2020 and the team's been on an unstoppable rise ever since. They are now our #1 ranked Branding Agency in the entire Creativepool community and it really does sound like they're planning to stay there for a long time still.

In this Annual 2021 Spotlight, we are learning more about an international award-winning company from Norway following a chat directly with its Creative Director, Founder & CEO – Tom Emil Olsen.

View The Annual 2021 Winners!


Tell us about your winning submissions! What do you think impressed the judges?

We received trophies for several packaging and branding projects. I believe our iconic, timeless, and emotive approach to brand building is what did impress the jury. Timeless understated design, with great attention to details.

What felt unique about taking part in The Annual?

We have attended before, and I like the categories and the fact that it is divided in one jury section and one People's Choice section. There is a wide range of categories, and the jury is acclaimed people from the industry worldwide.


If you could name one reason that made you choose to enter this year, what would it be?

I think the fact that it is creatively driven, with a highly qualified international jury is the main factor. It is important for KIND to be recognized in the crative industry, and Creativepool is one of the International Awards with significance.

How do you plan to display your award?

As always, winning awards has little effect without the world knowing about it. Being awarded Agency of the Year is a great achievement, and it is the first time we have received this recognition by Creativepool. We have previously received “Agency of the Year” by European Design Awards and The World Brand Design Society.


Will you enter again in 2022? If so, what are your hopes?

Absolutely. Our goal is always to do better, from project to project, year to year, award to award. 

What advice would you share with other agencies and individuals looking to grab an award?

I don’t know. Every agency or individual has its own approach, and so do we. I guess my advice would be to stick to your beliefs about what branding or design is all about. I think if your ultimate goal by being in the industry is solely to win awards, then you are in it for the wrong reasons. For us its about what branding can do for businesses, how it can change people’s perception of a company or their products. How a brand can move businesses forward and be a competitive advantage. If our emotional approach, design work and creative thinking can also win awards, well that’s a great bonus, but not something we are solely working towards.


How does winning awards such as The Annual impact your business?

Being in the creative industry you are always measured by your results. Awards are one of them, the other is design or branding effect, and the third is whatever significant brand puts their trust in you. If we can succeed with all three of them, over time I am happy.

This year’s winners are a testament to the power of creativity in hardship. How did Covid restrictions influence your winning projects and how did you approach these new challenges?

One of our philosophies is working long-term with our clients, and this is something we have succeeded with. So loyal, long-term client relationships have help us cope in difficult times. That being said, Covid-times have not been the best times for creative teamwork. Digital meeting have been more frequent, and luckily we were able to get to getter in the office and that has helped a lot.


What are your hopes for the industry in 2022 and beyond?

First of all, I hope, for businesses and the world in general that Covid will end, and we can get back to the old normal. Then I do hope that more businesses can see the real value and power of strategic brand building, design, and creativity as a competitive advantage in the marketplace. 

What is your most exciting project in the next year?

There are too many to name one. We are really in a very exclusive situation with a lot of exciting projects all over the world. We are working with all sectors from food and drinks, banks, shipping, technology, fashion and much more. Stay tuned.

Browse the top branding agencies here!


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