As Loyalkaspar Co-founder and Chief Creative Officer Beat Baudenbacher hunkered down, like everyone else, during the pandemic, he began to think. He thought about how brands define the world around them and how people turn to brands – or familiar symbols – in times of strife. And then he turned those thoughts into a book.

The 2023 ESPYS Stay Classy and Current with an Electric Brand System from loyalkaspar

In a world inundated with brands, one visionary offers a more considered method to branding.

Written by Brooklyn-based designer and creative director Beat Kaspar Baudenbacher, the book is a perfect crash course on branding and how it’s used today.

‘Somewhere Yes’ Explores What Pervasive Branding Has Done to Our Brains

Brands shape our culture ― from products to politics. But can they also help us find the truth?

What exactly is branding? It's a simple enough question, but it's also one that can stump people with years of experience in the industry. To help demystify branding and show people how it works, Loyalkaspar's chief creative officer Beat Baudenbacher takes readers on a journey in his new book, which is out this week.

Chetan Singh Kunwar is one of those artists with an insatiable creative appetite. The New York-based multi-hyphenate designs full-time for the agency loyalkaspar, nurses a personal illustration practice, and creates rugs with his wife, Kashish Chopra. Together, the couple has managed to turn a humble pandemic hobby into an increasingly popular small business.

Beat Baudenbacher of loyalkaspar, a New York-based creative branding agency, describes himself as “obsessed with searching for magic in the mundane while vigorously defending the creative process against all forces of evil.” In addition to co-founding loyalkaspar and serving as the agency’s Chief Creative Officer, he’s the author of Somewhere Yes: The Search for Belonging in a World Shaped by Branding. In both his agency work and his book, Beat Baudenbacher explores how the tools of graphic design have gained power in today’s society—power that can be unifying, or incredibly destructive.

We got some trophies!