| Roger van den Bergh
Roger van den Bergh, partner, onoma, talks with Anaezi Modu as part of the new REBRAND Masters series. A REBRAND Inner Circle™ member, onoma can be found at onomadesign.com. Roger shares some thoughts, advice, and a few of their recent projects below. Who are you?We are a small, very hands-on and cost-effective design firm based in the New York Flatiron District. Onoma is led by a partnership between myself and Ileana Truneanu, and we specialize in two areas that include: 1. Translating identity strategies into comprehensive brand identity programs, including implementation, signage, brand guidelines and marketing communications material. 2. Developing interpretive programs of historical and nature-related subject matter into informative and memorable multi-sensory experiences. What do you do?We create brand identity programs for small and global organizations, as well as content-driven exhibits for museums and visitors centers. Why does it matter?We have product and graphic design training and extensive experience, so onoma is able to integrate multidisciplinary skills for each client. This mix of skills has been especially helpful in projects like the rebranding of the intermodal passenger transit ticketing at JFK Airport, and designing answers for arriving passengers with Manhattan-bound transit questions. The result has been a total redesign and implementation of the vending machine’s clearer positioning— “The faster way to Manhattan” and “The cheaper way to Manhattan”—making it much easier for arriving passengers to better plan and select their desired travel options. Who do you do it for?We've been doing this for many years, so we have a long list of clients. Some of our most recent ones include The Port Authority of New York and New Jersey for which we took on a total redesign of the AirTrain Transit map. 
We also completed the new name creation and design of a comprehensive brand identity program for Leyden Energy, a US developer and supplier for electric car batteries, based in Fremont, California. 
For the TWA Flight Center, onoma has been retained to develop a new 1,500 sq ft exhibit about the Eero Saarinen legacy and history of the airport.  What one thing have you learned in your business about yourself or onoma?To be as versatile as possible, and not to focus on “design” only. What one thing have you learned about clients?To be genuinely responsive, and to be totally accessible at any time. What tips would you offer someone just starting in the business?Be resourceful, be financially conservative. A tremendous amount of perseverance will be required. What advice would you offer a prospective client about the best way to work with a branding consultant?Study the character of the respective design firms, before interviewing them. Study the track record and compare actual fees with proposed fees. Define the project description and scope of work in detail. Thank you, Roger. |
