We speak to Rutger Thiellier, Executive Creative Director & Elainne Roberton, Managing Partner at CBA to discover more about their design philosophy, their award-winning works, and future projects.

Can you tell us a bit about yourself?

Rutger Thiellier: I’m Dutch-born, went to the Academy for the arts in Arnhem but left this education to try my luck in the real world in London at the age of 19, where I designed graphics for DJ magazine and various happening clubs during the heyday of dance music. I somehow landed in package and brand design. I never thought I'd stick around, but I developed a passion for it. It allowed me to work in many places, such as Berlin, Amsterdam, Chicago, London, and now NYC, where I enjoy being the ECD of CBA USA.

Elainne Roberton: I’m the Managing Partner of CBA USA, based in Manhattan. I’m originally from the UK but have lived in the US since 2001 and joined CBA in San Francisco in 2010. CBA is a global network in 11 countries worldwide with over 330 employees, but it doesn’t feel large. We’re a really connected creative family, and we share talent with the other CBA offices every day. Our local team in New York echoes this diversity – each bringing a different design discipline, background in schooling, and cultural viewpoint that enriches our work. Rutger and I have known each other for over 15 years - since our Chicago Publicis agency days. We ‘grew up’ in the industry together, in the trenches so to speak! We always loved working together and CBA has managed to fulfill a dream of ours to be together in NYC.

How did you get involved in design?

Rutger: My mom started my process at an early age. She always put me on any creative course and helped me create an assignment that landed me in the Academy in Arnhem. She was always my most significant driver until I found my own strength to go on my own. The Academy taught me to think broadly, and the fashion students there (I was there at Viktor and Rolfs's graduation show) fueled my drive to think outside the box and do so with ambition. This spirit was very much alive in the London music industry in the 90s and solidified my commitment to design. I finally found the right balance of creativity and creation in packaging and brand design.

Pongo, 2022 Pentawards Platinum Winner, Professional Concepts

Elainne: I always had a passion for art, but my first love was typography. I use to draw type for fun as a kid. I went to Ravensborne in London - at that time the mecca for type-loving designers in black turtleneck sweaters – but soon knew that although I loved the craftsmanship of design, I loved the business of design more. I started my career on the client side in a marketing department and had nearly 10 years managing a spectrum of design teams that each brought their specialty to life. Managing that integration and variety was the spark that lead me to join the agency world.

Meracinque, 2022 Pentawards Bronze Winner, Food

What is the CBA's area of expertise?

CBA supports brands with the aim of enabling them to combine meaning, performance, expression, and experience. We specialize in creating brand strategies, brand identity systems that activate across physical and digital expressions, and packaging.

How does it feel to win the Professional Concept Platinum award for the 2022 competition?

Elainne: The Pentawards are one of the few design achievements that have credibility and authority. Winning any Pentaward is a huge honor. But winning a Platinum, that’s like taking home an Oscar. Being able to represent the CBA network in London at the awards ceremony was so gratifying and inspiring. We really felt the night captured the best of the design community spirit.
Rutger: It has been our ambition that CBA in NYC is recognized as a top-tier award-winning agency. It is magical to see that our team has been able to start making waves after our entry to NYC 5 years ago. I'm incredibly proud of us all. It also makes me want to win more Pentawards!

Pongo, 2022 Pentawards Platinum Winner, Professional Concepts

Tell us a little bit about your winning project “Pongo”. What is the story behind the pack?

We used a collaborative and proprietary Sprint Mode® process to ideate around the question “Is there a market for a DTC dog care product that can be responsible and have a purpose at heart?”
Using this question as a jumping-off point, our team launched a 4-day sprint, beginning with identifying trends, opportunities, and challenges, followed by ideation, sketching and prototyping. At key stages in the process, we voted on the ideas to iterate and build upon, so that the entire group was in alignment and excited with the final output. We often initiate projects like these, alongside client work, so that the team can have a more personal and fun way to flex their design talent.

What part of the project did you enjoy the most?

Rutger: The best moment was when I saw the idea for the first time and realized the potential. There were many ideas, but this one stood out in a way that I knew would excite people - nothing is more exciting than seeing a great idea for the first time!

Q

Do you have any exciting projects you’re currently working on or have recently worked on that you can share with us?

Rutger: We are excited about many projects at the moment. We can now talk about the new self-care range we have been creating with CVS for the past year, which is currently being rolled out. Through a great collaboration with our clients, we have created a brand that promotes AND practices inclusivity. One+Other is the result of a partnership with many stakeholders who all share a common vision to improve the world around us. The designs look super cool. We'll be entering them next year!

Elainne: We are also working with a number of start-ups that really drive the team creatively. We have an 8-week Sprint Mode™ process that provides positioning, branding, and initial packaging designs for launch. The energy that these entrepreneurs bring to the studio and the collaborative interactions provide a healthy and dynamic contrast to some of the longer projects within the studio.

Russells Reserve

How do you manage to stay creative and find inspiration?

Rutger: It's down to my habit of questioning everything. Someone called me a contrarian, and I took it as a compliment (someone explained to me later it wasn't meant that way). As a naturally inquisitive person, I'm always wondering, 'what if.' A genuine interest is critical to maintaining a fresh perspective on anything. I don't particularly appreciate sticking to old rules and habits.

To you, what is the power of design?

Rutger: Good design moves you; it creates desire and seduces. It shows information in a sensory way in a way that no words can. It enhances a message in a way you did not expect, creating a connection and making it memorable. Good design creates positivity.

CVS

If there was one thing you could change in the industry, what would it be?

Rutger: We still must convince many clients why design is the most critical tool and educate them that time, effort, and insights are needed to achieve great creativity.

Elainne: When times are hard, design budgets are the first things to be cut because it’s easy to think of designs as ‘just packaging’ or ‘just a logo’, so we constantly have to justify the value that design brings to a business.