Contact Us

Brand Manual

Tallinn office, Estonia
Niine 11, 10414
Tallinn, Estonia
+372 5116 555

Stockholm office, Sweden
Nybrogatan 8, Alma 114 34
Stockholm, Sweden
+46 722 52 30 64

Benelux office, Belgium
+32 477 56 84 48


skype: kailikallas

Kaili joined Brand Manual in 2012 after a 10 year period at the Government Office of the Republic of Estonia. There she was responsible for mediating issues on the agenda at government sessions and cabinet meetings – ensuring that the world’s first e-government continued to be the world’s best e-government.

She has a BA from Tallinn University in Public Administration and entrepreneurial experience, allowing her to take good care of several key client accounts as well as Brand Manual’s own back office.

Kaili joined the company’s management team and has been a board member since 2015 – organising the financial processes of the company, streamlining reporting and project organisation. After a sabbatical year in Singapore she rejoined Brand Manual as the new CEO and chairman of the board, aiming to grow the company both in quality and size.


skype: jmklaar

Margus’s main tasks are to create homogenous and single minded concepts out of disparate, and, sometimes at first sight contradictory, information. He is a skilled speaker and often runs Branding and Service Design trainings and workshops with clients, working through their brand challenges together. He is a branding coach at the Marketing Institute and a frequent speaker at marketing and service design conferences. Being somewhat of a cosmopolitan man, he is involved in international projects at Brand Manual. As of August 2013 he is bringing his service design skills to the Swedish market by establishing Brand Manual in Stockholm.


skype: kaarelmikkin

Getting the right information from the right people at the right time to make the right decisions is undoubtably Kaarel’s strength. Kaarel works with key clients to help them understand their own organisations and staff.

With a degree in political science and longterm experience in big network agencies, Kaarel is able to deliver insight and understanding into the processes of large companies and corporations. He works as a consultant to the management, providing design thinking points-of-view and answering brand strategy questions. Being a certified coach he is also quite active in various mentoring and educational programmes for entrepreneurs.

Contact Kaarel for any new-business inquiries and projects.


skype: danmikkin

If there is one thought that best describes Dan Mikkin, then it is attention to detail. His work with clients ensures that even the smallest aspects of a project are perfectly executed. However, when it is the design that everyone else remembers, clients value him for his intricate planning and forethought. Before Brand Manual, Dan worked as a Creative Director and Art Director at local DDB and McCann-Erickson. Now at Brand Manual he directs multiple teams and projects with a focus on service design, identity and packaging. His pet project in Brand Manual is designing the annual Christmas card for the President of Estonia.


skype: mihkelvirkus

Mihkel landed at Brand Manual following a stint at Google where he worked as web-type designer. He has a BA from the Estonian Academy of Arts and a Masters degree in the Design and Development of Virtual Environments from Tartu University. As an Art Director he is responsible for large scale web based information system design and service processes, as well as consulting clients on their digital strategies. His structured approach, focusing on function before form, ensures working and usable results.


Pascale started her higher education in nature studies and agriculture. After some time of working in this area, she pivoted to the study of family science. During these studies she worked as a volunteer in detention centres and secured units for ten years.

Following the completion of her studies, Pascale embarked on a career as a consultant to HR departments of corporations. This lead her to start her own business in the marketing field, working as an expert for local businesses. She has advanced management skills and is a certified business coach.

She is a serial entrepreneur and founder of AmiGoWeb, an online platform for SMEs to improve their digital marketing as well as Ucare, which is a recruitment assessment and selection service.

As manager in Belgium for the Open Business Leader’s network, she brings with her to Brand Manual an unparalleled network to build our business with. Open Business Leaders is the largest cross-sector network in the Netherlands and Belgium, connecting over 500 entrepreneurs, CEOs and senior decision makers across all industries.


Dave is a motivated, passionate and flexible manager with several years of international experience in various sectors. He’s a hands-on entrepreneur with a sharp analytical mindset and profound knowledge on how to operate a business.

His skills at complex project management ensures, that even the most ridiculous deadlines are met on time and on budget. He is tireless, focused and outstanding at creating processes, that improve both the bottom line as well as the customer experience. Having worked inside large industries, he’s perfectly positioned design services and brands for Brand Manual’s clients in the Benelux area, and around the world.

He has worked across the world in various industries, as director Global Engineering & Service for Boumatic LLC, General Manager at Lely Center in Vlaanderen, and most recently as an independent advisor/manager to VitalMetric, which is a start-up implementing Touch-Less monitoring of Vital Signs with Microwave Doppler Radar for humans and animals and as Business Unit Manager for SAC, one of Europe’s largest milking equipment companies.


Seppe is a serial-entrepreneur with a history of business success. He has a master’s degree in Bio-Engineering, Forestry and Land Management and a diploma in Entrepreneurial and Small Business Operations.

He is currently manager and partner in Hamster Cleaning, which is a Cleantech start-up operating in Belgium and Holland. It has introduced a smart air duct cleaning system in Benelux. He is also the owner of InsightAir, a company focused on improving air quality through monitoring and analysis through a sensor network.

In Brand Manual he’s supporting the establishment of the business in the Benelux area with his know-how and network.


A senior Art Director with a background at some of Sweden’s most influential agencies, Kalle is an expert in understanding client challenges and their customers needs and wants. Beckmans College of Design was the spark that set his passion for change and communication ablaze. A natural communicator, he has an intense interest in humans, organizations, cultural phenomena, art, music, philosophy, design, architecture, fashion and business. His understanding of the human condition combined with an open mind allows him to catch ideas, concepts and patterns before anyone else, and to turn them into visual concepts that create business opportunities.


Katrin joined Brand Manual after 16 years in market research. During this time she directed countless polls, research projects, focus groups and interviews. Combining the results with insightful analysis, she helped many a company get a better understanding of what their customers actually think. We’re very pleased, that Katrin decided to bring her research skills and experience to Brand Manual and get directly involved in designing customers’ journeys and experiences.

She has an excellent understanding of how market trends develop, how to track and measure them as well as a very broad overview of the banking, telco and logistics industry. As a team leader, she will bring considerable value to branding, customer engagement, service quality, staff and customer loyalty as well as usability testing projects, for the benefit of all Brand Manual clients.

Portrait of Merlin Püümann

Merlin Püümann

Tallinn office


Merlin joined Brand Manual after seven years of hands-on account work in the advertising industry. There she focused on rebranding a range of service providers from telecoms, post and logistics to social welfare services. She has a Masters in Organisational Behaviour which has made her well versed in big picture visualising. 

Merlin is a detail-oriented and straightforward person. And it is her strength of will which makes an excellent asset to projects and clients alike. As an Account Director at Brand Manual she is responsible for in-house process quality as well as sourcing and co-ordinating new clients.

As of July 2018 Merlin is away from everyday work, taking care of her newborn baby. Hoorray!


Villu comes from the best school for graphic designers imaginable – 13 years of unforgiving deadlines in a major newspaper. This has made him one of the most efficient professionals in the business. As a master of the craft, he has lectured Layout Design at the Estonian Academy of Arts and designed over 800 books himself as a pastime. Working as a designer in Division, a leading advertising agency in Estonia, Villu has never stopped his quest of learning. This attitude towards amassing knowledge makes Villu a perfect fit. In Brand Manual he puts his immense experience to good use helping our clients to streamline their workflows as well as fine-tuning Brand Manual’s own design processes.


A multi-disciplinary designer and problem solver, Mo has over 7 years of diverse design experience spanning graphic, product, service and architectural design to video production. He started his career in architecture in Kuwait, and followed that up by working for NADAAA, one of top firms in the US.

He moved to Estonia in 2013, to partake in a joint postgraduate Msc. programme at Tallinn Technical University and the Estonian Academy of Arts, focusing on design and product development. He graduated Cum Laude in 2015 and landed a job in advertising, working for some of Estonia’s largest companies, on their branding to graphic and web projects through to video production and animation.

Mo joined Brand Manual as an Art Director in strong belief that visual storytelling is not only a means to effective communication, but is also a powerful tool to captivate the imagination and build deeper and more meaningful experiences.


What goes around comes around. Despite having interned at Brand Manual in 2015, Sigrid still decided to join us full time in 2018. She has broad experience from freelancing, having designed everything from children’s book layouts to large scale visual identities. She followed this up with working for the oldest ad agency in Estonia, AGE McCann, which let her stretch her skills working for various big brands.

Sigrid has got BA in Media and Advertising Design from Tartu Art College and we are happy to support Sigrid with her Master’s studies in Interaction Design at the Estonian Art Academy.

She has a passion for illustration, packaging design and visual identities, which culminated in the founding of a sock brand with a routine breaking attitude, Moco Sock. In Sigrid’s own words, “the thing I love about design is the subtle balance of rational problem solving and creative thinking.” An attitude that fits Brand Manual like a sock.


Keiro joined Brand Manual from Estonia’s oldest advertising agency. He is a digital native with deep insight into user experience across devices and systems. A natural next step was to take a broader view on the application of strategy through service design, build entire user strategies both online and offline. He is responsible for leading the teams and projects at Brand Manual, as well as contributing his own insights and experiences to them.

He has an entrepreneurial spirit and is involved in a 3D printing start-up, a bachelors degree in Business Information Technology from TalTech and a long list of awards in digital marketing from his time in advertising.


Fru is recent graphic design graduate doing her internship at Brand Manual. With broad international experience from Hungary, Japan and now Estonia, Fru is a cheerful addition to our team.

She brings with her an enthusiasm for graphic expression and curiosity and discipline for user centred design, that is invaluable both to client projects as well as her future career.


Martin joins Brand Manual from Slovakia. He has a master’s degree in industrial / product design Academy of Fine Arts and Design in Bratislava and has expanded his experience with exchange programs at the University of Lapland as well as internships in Holland and Estonia.

During his internship at Brand Manual he aims to expand his understanding of customer centric design and to bring Slovak-like life approach to us and our clients.