I’m Stef Hamerlinck. A brand designer and strategist. I founded Let’s talk branding so I can help other designers learn more about strategy, design and branding.

Camille Baldwin - Pattern Brands

Camille Baldwin - Pattern Brands


We want to build our own Marvel Universe of brands. Each their own yet fitting a bigger vision.

In this episode, I talk with Camille Baldwin, VP of Brand & Founding Team at Pattern. We talk about why they shifted the successful agency Gin Lane into a new company and agency model called Pattern Brands. At Pattern Brands, they create their own companies and brands.


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We talk about:

  • The shift from Gin Lane to Pattern Brands

  • How Hims, a great identity project by Gin Lane, created a certain 'style'

  • Purposeful brands and some of the nonsense around 'why'.

  • A funny comic showing the problem with going to high up the brand ladder

  • The four pillars for building your own company: Process, business, consumer, brand.

Thank you so much for listening. If you liked this episode, I would really apreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter below. This episode is sponsored by Holabrief, The go-to platform 
for creative briefs.

This episode is supported by HolaBrief

Very few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.

Jasmine Bina - Brands with a story

Jasmine Bina - Brands with a story