top of page

Together with our clients, we drive change by delivering greater user value and increased customer loyalty.



Say hello to Brand Manual

Our secret sauce

Design is a problem solving skill - we are specialists in critical, strategic and systems thinking. Our solutions are not based on hunches but on solid processes and decades of experience.

Trust the process - over the years we have tried and tested various design methods and subsequently developed a tool kit, that works. Proven methods that can help untangle even the most wicked problems, that meet the needs of our VUCA world.

Experience from all industries - our focus has always been on delivering a better experience to the end-user. As a consequence we have put our methods and skills to the test in industries as varied as brewing to medicine to entertainment to manufacturing. We’ve even been awarded with the global service design award for our work.


J.Margus Klaar
Founding partner

Margus has over 30 years of experience in strategic marketing and business development. Since co-founding Brand Manual in 2009, he has helped develop our service design toolkit and educational concept and even written a book about it.


He's a frequent speaker at service design and innovation conferences. On a daily basis he consults and helps organisations in making ​their products and services customer centric by focusing on understanding their customers' journeys from need to satisfaction. Margus has worked with almost all industries from medical companies to start-ups to public services and ministries. He has helped reimagine renal care, change vocational education, rebranded the market leading chocolate maker, been a design mentor at the European Innovation Academy, guest lecturer at several universities and the catalyst behind the Service Design Network's service design award.

‭+372 507 8934


Kaarel Mikkin
Founding partner

Kaarel is the go-to guy, especially when you're not even sure of what you exactly need. Call him if you find yourself struggling to articulate your initial challenges or needs as a commercial business or a public service provider. 


He has extensive experience working with diverse industries from manufacturing industries such as metal, wood, textiles, food, and beverages to various service domains ranging from retail to energy. He's got behind-the-scenes insights and an understanding of factors that influence day-to-day operations as well as your environmental footprint. Kaarel's mentoring and workshops at the Estonian Business School, European Innovation Academy and Enterprise Estonia have helped hundreds of companies to define their uniqueness, objectives, and strategy, integrating them into their products and services. 

If you feel that internal biases are hindering your progress and you need an external perspective, then you better call Kaarel. His ability to conduct research, interviews, gather inputs, and engage both leadership, staff, and your customers in workshops and co-creation session will help you discover new solutions, to potentially even change the business you are in.

‭+372 511 6555‬

Kaarel Enefit CROP.jpg

Kaili Kallas

Kaili has more than a decade’s experience in shaping and enhancing both public and private sector services. She is dedicated to crafting brands and designing services with a relentless focus on the end-user.


Her user-centricity ensures that every aspect of a brand or service is thoughtfully tailored to meet the specific needs and desires of its target audience. With previous experience working in the government office as well as time spent as a retail entrepreneur, she has spearheaded numerous strategic rebranding projects including for such companies as Helmes, Kalev and Põltsamaa as well as public service re-designs for the Tallinn Strategy Centre and Estonia’s Education and Youth Board. Her empathy to the user and understanding of design methodology and innovation processes has made her a public voice in promoting design thinking to industry.

‭+372 528 3585‬

Kaili Kallas Brand Manual

Have a question and don't know who to turn to? No problem, because we have a generic email address as well. We promise you, that someone will quickly answer. 

bottom of page