Brand New World

Brand New World is a boutique brand creation and digital intelligence consultancy. Our specialism is articulating yours. We help organisations of all sizes define their Purpose, Strategy and Value Proposition – clarifying why they exist, conveying the difference they make, and bringing their mission to life across all communication touch-points, transforming it digitally. We develop creative solutions to business challenges, and connect you to culture, grounded in a purpose.

In this economic reality where entire industries are disrupted, actionable intelligence is the new currency. For us, your brand is no veneer. We leverage brand strategy as a measurable business driver, building deeper engagement for greater commercial success. Strong brands are built on big ideas and succeed through insightful engagement. They are powerful, yet fragile things. The best seem easy and effortless, yet are difficult to achieve. They demand relentless focus, and ruthless efficiency. Analytical skills, empathy, imagination and, most crucially, collaborative. Skills that don’t always sit together, but we have honed from long experience, combining design thinking, business acumen and the possibilities of new technologies.

That’s why we created Brand New World.

At Brand New World, we’re passionate about researching the latest trends, accomplishments, and extraordinary developments around the world, and seeing what learnings can be applied. The deeper we look, the further we see, the more we achieve for you.

Depending on your challenge, our solution will be a branding solution, a social media solution, a content solution, a tech solution (website, App), a traditional advertising campaign solution (TVC, print) or a total innovation solution. We deliver: Branding / Strategic Consulting / Business Consulting / Start-up Support & Development / Trend Forecasting / Digital Marketing / Software Development / Graphic Design / Advertising / Architecture & Design Consulting / Urban Development / Events & Conferences / Exhibitions & Promotions / Retail Concepts / Packaging Design / Food Design

The solution is always one: your success, delivered via a unique, tailor made strategy created for you. Regardless if your offer to the world is a service, a product, or managing a community, whether you only just start, or already need change. You will always need a good old-fashioned story to stand behind your idea, and we will tell it to the whole world for you. In a brand new way.

Operating from Zürich, Brand New World is a global Consigliere like no other, whether you are an entrepreneur, inventor, politician, developer, mover or shaker, regardless if you’re in Milan, Miami, Moscow or Melbourne.

Welcome to your own Brand New World!

Jovan and Vesna Jelovac Portrait 2018 5


Jovan Jelovac was born in Belgrade, Serbia in 1967. In 1970 he moved with his family to Frankfurt, Germany first, moving to Paris and Amsterdam following his father’s successful banking career, finally setting in Düsseldorf, Germany, where he finished the famous Goethe Gymnasium. In a short interlude in Serbia, he was one of the biggest youth football hopes playing for the Serbian and later World Champion Red Star Belgrade. He attended the Architecture Studies of the University of Belgrade in 1985, opened his first design company in 1988, and returned to Germany in 1991 to work as an architect and designer in Düsseldorf, Hamburg, Rotterdam, London and Miami. Jelovac was particularly inspired by the branding work of Gert Dunbar in Holland and Wally Olins in the UK, whom he considers mentors forming his world view on radical possibilities that strategic branding offers to business and society.

As result of their intense discussions, Wally Olins even included Jovan’s work for the Ministry of Finance in Serbia in his seminal book ON BRAND, in the section “future of branding”. Still living in Düsseldorf, in 1995 Jelovac opened his first own branding company in Zürich, the “trans:east network”, with back office in Belgrade, quickly developing the network to Moscow, Budapest, Bucharest, Istanbul, Nicosia and the surrounding ex-Yugoslavian countries.

The business grew so large in the Moscow office, that he moved there in 1999, managing a range of global and Russian A-list clients until 2013. In the meantime he invested heavily in his native Serbia, buying the Ekonomist magazin, producing movies and TV series, until in 2003 he won his biggest global branding account so far and moved to London, dividing his time since then between London and Moscow, with regular visits to his agency’s main back-office in Serbia. All his worldwide businesses were always based on partnerships as equals with outstanding local creatives, with whom Jelovac continues to nurture long lasting friendships and collaboration.

Inspired by the first ever London Creative Forum in 2004, at which he was the only delegate from Eastern Europe, Jelovac founded the non-profit citizen’s association Belgrade Design Week in 2005, which fast became the key annual meeting point of South East Europe’s creative industries, a year-round one stop solution for the creative community, a top ten creative event in the world, member of BEDA, founding member of the Association of Global Design Week Cities and partner of the EU-wide “Human Cities” project.

Vesna Jelovac was born in 1985 in Belgrade, where she graduated at the Faculty of Philology in 2008. From 2009 Vesna Jelovac is working as the legal representative of the non-profit citizen’s association Belgrade Design Week, and the CEO of the Festival, with the mission to set a new benchmark for promoting design in the entire South East European region, and a plan to expand the brand globally. Vesna is committed to promotion and encouraging design-led innovative projects and opportunities in all the areas of creative industries, through policy work with regional industry leaders and local business players in design as well with international and national institutional decision makers.

In 2010 Jovan Jelovac went to New York and partnered with Milos Simovic in what became his most outspoken project so far, the creation of a North Pole expedition vessel. M/S CAPE RACE is a deep-sea trawler converted to an expedition/research yacht reminiscent of the bygone era of tramp steamers. As she was designed originally to fish year round in the toughest seas of the world, she has the integral strength to travel pole to pole in safety and comfort. With a fuel range of over 7000 miles, CAPE RACE can cross the Atlantic twice without fuelling, and her ice-strengthened hull navigates the Arctic waters. The ship charters to 12 guests on tailored voyages in remote regions, scientific expeditions and film projects.

In 2011 a new global branding consultancy was founded in Zurich, Switzerland – “Brand New World AG” – the brainchild of creative entrepreneurs Vesna and Jovan Jelovac. The new agency’s paradigm shift was threading lightly but moving fast into the digital territory, cleverly combining the immense global knowledge and reach of their branding network, with the competitive advantages of an amazing nascent digital marketing and software development business back in Belgrade, Serbia. Their family business model has proven successful again – with Vesna Jelovac responsible for the digital and Jovan Jelovac for the branding side of the business. The combined branding, design, digital marketing and software development agencies employ around 100 cutting edge seasoned professionals, some of them with 20 plus years loyalty to the firm, some of them from latest blockchain coding universities de rigour. Together as partners, they are offering an almost unbeatable proposition balance between artistry, creativity, personal responsibility and knowledge, ready to take on the most sophisticated clients worldwide regardless of size, designing and developing tailor-made strategies for them, producing magic that results from combining design thinking, business acumen and the possibilities of new technologies.

Often invited to perform their branding and digital wonders to many global start ups, especially in the technology sector, Vesna and Jovan Jelovac became partners in 2017 in the New York and Zürich based blockchain startup, aptly named RACE-CAP, in a nod to its heroic mission of exploring new digital payment opportunities for our modern society, equaling the heroic mission of CAPE RACE’s North Pole adventure.

The family move to Zürich was followed by the opening of their first public gallery, the “Brand New World Salon” in 2017, a contemporary boutique platform to experience art, architecture, branding and design thinking. It changes the way people think about and engage with art and design. It renders art and design magical and metamorphic. Its mission is to promote contemporary objects and projects that will constantly grow in value – but more than that – people and ideas that will change the world’s understanding of innovation and creativity. Under the leadership of Vesna Jelovac, in the past two years “Brand New World Salon” has become Zürich’s premium boutique, year-round window to the best of contemporary design from Milan, London, Paris, Brussels, New York, Rio, Berlin, Lisbon, Shanghai, Belgrade and Madrid…

Additionally, Vesna and Jovan are back to an old flame of theirs – the publishing business, but this time also digital. Since 2017 they own ZERO ZURICH, or, the only city magazine in Zürich, leaned on the international phenomenon of the ZERO publishing empire, arguably the most successful European network of city magazines, most notably in 8 Italian cities and Istanbul, since 20 years. We believe that Zürich deserves such a city magazine, because ZERO is a true mirror of each city’s soul and its faithful monthly companion, and the monthly calendar of Zürich is cutting edge! In any respect: The best in arts, design, clubbing, architecture, modern concerts, classic music, theatre, talks, conferences, festivals, fairs, innovations, experimentation, walks, dances, courses – regardless if from Switzerland, Europe or the World, are invited to our beloved Zürich, punching far over its (inhabitants size-) weight.

Vesna and Jovan Jelovac currently live and work in Seefeld, Zürich, in Switzerland, and Dorćol, Belgrade, in Serbia, but during each summer you can still find them divided between Ibiza and the North Pole, and wherever Red Star Belgrade and Novak Djokovic play.

Brand New World AG, Eisengasse 18, 8008 Zürich, Switzerland

Jovan Jelovac, Founder,

Vesna Jelovac, Founder,

Press contact:

Visit Brand New World Photo Gallery