beFool
A brand for fools
beFool is a private employment agency that found a niche in the contemporary business market. The primary activity of the agency is educating corporate Fools and promoting foolery as the new alternative of thinking and behaving in business world as well as in private life. beFool is an agency that most values common sense and truly believes that we can all change who we are by improving our way of thinking, behaving and doing things. The main problem here is that we are quite good observers when it comes to other people, but when it comes to ourselves, we cannot be totally objective and we always end up tricking ourselves and think/behave exactly how we were thought. Change is difficult, and this is why some help is needed.
The idea for the brand derives from Hans Christian Andersen’s short tale The Emperor’s new clothes. The aim was to create a brand which is a modern interpretation of the story, a brand that on one hand helps people reconnect to the child within them and look at the world through child’s innocent eyes, unloaded by the social norms and conventions, but that, on the other hand, helps the Kings of the modern world not to make foolish mistakes out of pride, pretentiousness, pomposity, social hypocrisy or hollow ostentatiousness. My mission was to transform the idea of foolery in a tool that could help us think more widely and find creative alternatives for coping with modern day’s constant changes and inescapable paradoxes.
