Beat Baudenbacher was born in Switzerland, where he grew up exposed to the dynamic artistic world through his mother and the rational lens through his surgeon dad. Always fascinated by words, he fell in love with typography, and dabbled in graphic design in high school. He did an exchange year in California with no intention of pursuing design, but after his dad mentioned that a friend’s daughter was attending Art Center, a lightbulb went off and he scrambled to create a portfolio. A serendipitous trip to a bookstore led him to a job at Attik, where he met future co-founder of entertainment branding studio, loyalkaspar, David Herbruck. Since founding loyalkaspar, Beat has pushed the thinking around branding and marketing, and written an upcoming book, Somewhere Yes, that dives into how we move through this world that is shaped by branding. 

Images, links and more from Beat!

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Clever is hosted & produced by Amy Devers, with editing by Rich Stroffolino, production assistance from Ilana Nevins and Anouchka Stephan, and music by El Ten Eleven.

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