Interview
5 fresh perspectives on branding from five talented interns at SKINN
Since January, five new interns have joined SKINN, all from the Artevelde University of Applied Sciences and The School of Branding in Ghent. How do they see their career in branding? What made them choose this path? And what challenges do they face?
Branding is still a quite recent discipline. Why and how did you choose to follow this study?
Korneel: I graduated as a graphic designer, and I felt that branding would give me a better understanding of my work. I see branding as the foundation of marketing and communication. It's the source, it's where everything starts.
Jolien: I share this feeling. Branding not only broadens our horizons, it also provides us with an opportunity to look at things on a strategic level, from a completely different perspective.
Heleen: As I focus on marketing, I see branding as the necessary strategic phase in adopting a company's overall vision and developing a strategy. It's not the core of my work, but I do need it to fully understand the marketing process.
Noa: Creating strong brand identities are the ideal way to express my creativity. That is why, it has always been my first choice.
Jolien: I share this feeling. Branding not only broadens our horizons, it also provides us with an opportunity to look at things on a strategic level, from a completely different perspective.
Heleen: As I focus on marketing, I see branding as the necessary strategic phase in adopting a company's overall vision and developing a strategy. It's not the core of my work, but I do need it to fully understand the marketing process.
Noa: Creating strong brand identities are the ideal way to express my creativity. That is why, it has always been my first choice.
ntervie
HELEEN DE WINTER
INTERN
INTERN
JOLIEN BOGEMANS
INTERN
INTERN
KORNEEL TAELEMANS
INTERN
INTERN
ALEXANDRA LUP
INTERN
INTERN
NOA MANGELINCKX
INTERN
INTERN
How do you describe your studies and your future jobs to your friends and family? Do they know what branding is all about?
Alexandra: Most people think that we design logos... and nothing more. That all we do is sketch and draw. The reality is of course much richer and more complex, but it's not easy to explain the strategic aspects.
Heleen: The research part, the process of determining the target audience and defining the needs of companies, is the most interesting for me. I try to explain that to people, to show them that we are not just drawing with pretty colours.
Heleen: The research part, the process of determining the target audience and defining the needs of companies, is the most interesting for me. I try to explain that to people, to show them that we are not just drawing with pretty colours.
What made you choose SKINN for your internship?
Jolien: SKINN has a very good reputation and a lot of students from our school wanted to come here...
Heleen: I've been following SKINN for a long time. I have a great affinity with the way the agency works and with its approach, in particular its attention to detail and rigour. It was a natural choice.
Korneel: It's a real plus to know that you're going to be doing real work and to be confronted with the reality of the job. SKINN allows us to participate fully in the brand development process, and that kind of experience is really valuable.
Alexandra: SKINN presented the agency and our university's projects. I was immediately convinced by the vision and the structure of the approach. I'm very happy to have been selected. As Jolien said, there were a lot of candidates...
Heleen: I've been following SKINN for a long time. I have a great affinity with the way the agency works and with its approach, in particular its attention to detail and rigour. It was a natural choice.
Korneel: It's a real plus to know that you're going to be doing real work and to be confronted with the reality of the job. SKINN allows us to participate fully in the brand development process, and that kind of experience is really valuable.
Alexandra: SKINN presented the agency and our university's projects. I was immediately convinced by the vision and the structure of the approach. I'm very happy to have been selected. As Jolien said, there were a lot of candidates...
Do you feel you receive enough support from the team?
Korneel: Absolutely. We are assigned to real projects, with a senior designer and a creative director to monitor and guide our work, but with plenty of room for initiative. In my opinion, every course of study should include an internship of this kind. The duration is also important (four months), because it allows the agency to really integrate us into the projects.
Heleen: I agree. At SKINN, we can try out and experience a variety of tasks, in a real working environment. That's what makes our placement so worthwhile.
Noa: We have responsibilities. It's rewarding to know that we can make a real difference and, at the same time, to feel that someone is supporting us. We're in the great big bath, but we're not on our own.
Heleen: I agree. At SKINN, we can try out and experience a variety of tasks, in a real working environment. That's what makes our placement so worthwhile.
Noa: We have responsibilities. It's rewarding to know that we can make a real difference and, at the same time, to feel that someone is supporting us. We're in the great big bath, but we're not on our own.
What would be your ultimate dream or career achievement?
Alexandra: Obviously, I can see myself working in a branding agency, however big or small. But an agency where I can develop my full potential. And one day, maybe I'll open my own agency...
Jolien: My aim is to open my own agency, which means developing my network and gaining more experience.
Heleen: The same here. Opening my own business is definitely my main goal. And I'd like it to offer the full range of services in-house.
Noa: Everything's changing so fast that I find it hard to think of a dream or an achievement. I want to take the time to find my place in the world and be able to evolve and grow at my own pace.
Korneel: Becoming a creative director in an agency is without doubt not only my dream but also my goal. It will take time and I want to go through all the stages beforehand, mainly because a creative director has management responsibilities, and you need to gain enough experience to take them on.
Jolien: My aim is to open my own agency, which means developing my network and gaining more experience.
Heleen: The same here. Opening my own business is definitely my main goal. And I'd like it to offer the full range of services in-house.
Noa: Everything's changing so fast that I find it hard to think of a dream or an achievement. I want to take the time to find my place in the world and be able to evolve and grow at my own pace.
Korneel: Becoming a creative director in an agency is without doubt not only my dream but also my goal. It will take time and I want to go through all the stages beforehand, mainly because a creative director has management responsibilities, and you need to gain enough experience to take them on.