Swiss native Florin Baeriswyl co-founded dai—standing for design and identity—in 1987 in Zurich. Over the next 25 years, he has helped clients as diverse as Nestle, Swissair, USM, Red Bull, and Deutsche Bank clarify their brand and communicate it through design. He believes in “BESIGN”—holistically designing a brand’s touchpoints so consumers can understand and identify with a brand. Recognized with multiple reddot, iF, and Good Design Awards, he integrates design with communication to ensure that the brand is seen, felt, and remembered by consumers.

With his unique insight, master transited his focus from macro level to micro level. As a matter of fact the reason people spent vast amount of time to wait in queue to pursuit those most sought-after brand is because that brand created value and in most cases that value belongs to the consumers not producers. Brand has life so it must adapt to the environment of the times. Therefore, as a designer no matter you are industrial designer, product designer, architecture designer or landscape designer, when you communicate with your client, you should always aware that you are not only just designing for them but also reshaping this brand. In the mind of master, a good brand first and for most need to have continuity and consistency, then it must be effectively communicated and conveyed.