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We build future-proof companies with corporate DNA design.

The Business Genome Co. is a strategic design consultancy dedicated to building organisations from the inside out. We help leaders of tomorrow design corporate DNA and make sure it’s embedded in every experience, touchpoint, and domain.

Core team

We involve experts from various fields in complex projects. From type designers to human resources and management consultants to diplomats, editors, writers, musicians, and photographers.

Matevž Medja
CEO, FOUNDER, AUTHOR OF THE FRAMEWORK

Vesna Marđonović
ORIGINATOR OF THE APPLICATIVE METHOD

Mojca Piko Šalehar
CLIENT SERVICES DIRECTOR

Designer of complex identity systems with background in computer science. He developed The Business Genome method and framework after years of observing the same patterns across different industries, company sizes, stages, and organisational structures. He believes in “less but better” and has been improving the same pizza recipe for years.

Has managed, led, and inspired teams for over 25 years in multinational organisations, managed third party agency teams in 30 countries, and achieved results by influencing market business decision-makers. Master of the work-hedonism balance and definitely a people person.

Manages complex client projects for clients in various industries, countries, and cultures. Experienced Client Services Director with an understanding of business and client needs. Can also keep up with her twins and navigate a boat through the Amsterdam canals.

Blaž Medja
HEAD CREATIVE LEAD

Tanja Mezga
SENIOR CLIENT LEAD

Enya Caserman
CLIENT LEAD

Creative lead with more than 25 years of experience in corporate identity, visual communication, packaging and product graphic design. A family man, rides enduro motorcycles and plays tennis every Monday.

Client lead with more than 20 years of experience managing long-term, complex accounts for clients in a variety of sectors, including finance, FMCG, and government. Rides off-road MTB races.

Designer with a master’s degree in business and organization. Involved in the development of the Business Genome Framework from the beginning. Former gymnast, sailor and yoginee, but scary when angry.

Peter Primožič
CREATIVE LEAD

Kaja Kisilak
CREATIVE LEAD

Špela Pangerl
DESIGNER

Combines an academic education in visual design with code logic and systemic thinking. Loves to crack complexity and fight entropy. Skateboarder and local community advocate.

A recognized artist with a methodical streak and a deep understanding of the needs of clients and users. Combines humanity with technology. Calls every plant in her collection by its Latin name.

She has worked for both corporations and startups and understands the needs of different clients. She is happiest when working on projects that focus on UX and UI. She makes her own gelato and fermented foods.

Miran Ogrin
DESIGNER, PHOTOGRAPHER

Matjaž Kofol
CLIENT LEAD DIGITAL

Ajda Zupančič
DESIGNER

Designer with 30+ years experience in visual communications, packaging, and product graphic design. Architecture aficionado, speaks loudly and treks the Himalayas.

Digital producer with entrepreneurial background and a stint in Silicon Valley.  Directs complex digital projects. Mountaineer, extreme skier, and an Italian pop music fan.

Worked on branding and strategy in Berlin and Ljubljana. Understands trends, and pays attention to context. Occasional fashion editor and beginner art collector.

Key Advisers

Luka Valič
AMSTERDAM
BRAND + CREATIVE

Martin Thomas
LONDON
MARKETING

Barry Cupples
LONDON, NEW YORK
MEDIA + ADVERTISING

Perry Timms
LONDON
HR + FUTURE OF WORK

Cheung Siu Ching
HONG KONG
CULTURAL DIVERSITY

Worked for major international brands, advertising agencies and public organisations for over 30 years. Has provided C-suites around the world with insights, knowledge and operational solutions for challenging brand projects.

Held senior planning roles within leading advertising, media, PR, and sponsorship agencies, and advised some of the world’s biggest brands. Much of his work is focused on helping organisations respond to the opportunities and challenges posed by digital media.

CEO of Talon Global. Twenty-five years at Omnicom Media Group as CEO Asia-Pacific, CEO Eastern Europe, and Global Investment CEO. He has extensive management experience at a global level working across a multi-billion dollar client investment portfolio.

30+ years of experience in people, learning, technology, organisation change, & transformation. Speaker, Adviser, and Conference Chair on the Future of Work and HR. Helping companies become part of the next stage in organisational evolution.

Global citizen, journalist, traveller. Has interviewed people from all walks of life, from grassroots families to senior officials and diplomats. Has lived, worked, and travelled to over 40 countries on five continents. Born and based in Hong Kong.

Established in 2022. Awarded since 1995.

Our team and our advisers have gathered experience across sectors in Europe and overseas.

ADVERTISING
Bas Production
Tushek Supercars
Taktik

CONSULTANCY & LEGAL

Gustav Käser
Hansen Beck
Jadek & Pensa Law Office
RPP&P Law Office

SPORTS AND LEISURE
Adria Mobil
Alpina

Annum Bicycles
Boba Inc.
Elan Sports Group
KJK Sports
Nordic Center Planica
Slatnar
Tahe Outdoors
Zegul Kayaks

ADVERTISING
Bas Production
Tushek Supercars
Taktik

CONSULTANCY & LEGAL
Gustav Käser
Hansen Beck
Jadek & Pensa Law Office
RPP&P Law Office

SPORTS AND LEISURE
Adria Mobil
Alpina

Annum Bicycles
Boba Inc.
Elan Sports Group
KJK Sports
Nordic Center Planica
Slatnar
Tahe Outdoors
Zegul Kayaks

FINANCE & INSURANCE
NLB Bank
Triglav Group

FOOD & BEVERAGES
Atlantic Grupa
Costella
Radenska

HEALTHCARE
Krka
Mesi Medical
NQ Health

PUBLIC
CERIC-ERIC
Eco Fund Republic of Slovenia
GEN-I

ITC

Hypex Robotics
Robotina
Trax Software

GOVERNMENT
Republic of Slovenia President
Republic of Slovenia National
Assembly
Republic of Slovenia Prime
Minister
Republic of Slovenia
Government

INDUSTRY
Aerosol
Alfa Natura
Della Spina
Donar
EVO
Eurel
Gorenje
Intra Lighting
Knipex
Metrel
Nervtech
Optomotive
Resalta
Sigur

SIP
Špica International
Spintec
Trimo
WÜSTHOF

PUBLISHING
Delo
FD Media Groep
Marketing Magazin
Mladina
Sanje Publishing

REAL ESTATE
Al Hokair
Realist

RETAIL

Arabian Centres
Steklarna Hrastnik




FINANCE & INSURANCE
NLB Bank
Triglav Group

FOOD & BEVERAGES
Atlantic Grupa
Costella
Radenska

HEALTHCARE
Krka
Mesi Medical
NQ Health

PUBLIC
CERIC-ERIC
Eco Fund Republic of Slovenia
GEN-I

GOVERNMENT
Republic of Slovenia President
Republic of Slovenia National
Assembly
Republic of Slovenia Prime
Minister
Republic of Slovenia
Government

ITC

Hypex Robotics
Robotina
Trax Software

INDUSTRY
Aerosol
Alfa Natura
Della Spina
Donar
EVO
Eurel
Gorenje
Intra Lighting
Knipex
Metrel
Nervtech
Optomotive
Resalta
Sigur

SIP
Špica International
Spintec
Trimo
WÜSTHOF

PUBLISHING
Delo
FD Media Groep
Marketing Magazin
Mladina
Sanje Publishing

REAL ESTATE
Al Hokair
Realist

RETAIL

Arabian Centres
Steklarna Hrastnik

ADVERTISING
Bas Production
BBC&W
Boon Advertising
ICATT
OMD
Omnicom Media Group
PHD Media
PMSvW
TBWA/Campaign Company
TMP Worldwide
Total Identity
Total Active Media
VBAT
Y&R London
Y&R Madrid
Y&R Netherlands
Y&R New York
Y&R Sydney AUTOMOTIVE
Audi/VW group
Autoland Van Den Brug
BP /Freebees
Ford
Renault
Tushek Supercars

CONSULTANCY & LEGAL

Arthur Andersen
Blokzijl & Lettinga Advocaten
Burson Marsteller
COT
Dorhout Advocaten
Gustav Käser
Hansen Beck
Impiric
Jadek & Pensa Law Office
McKinsey & Company
RBBL Advocaten
RPP&P Law Office
Walgemoed Accountants

Vesna Marđonović
ORIGINATOR OF THE APPLICATIVE METHOD

Managed, led, and inspired teams for over 25 years in multinational organisations, managed third party agency teams in 30 countries, and achieved results by influencing market business decision-makers.

Mojca Piko Šalehar
CLIENT SERVICES DIRECTOR

Managed complex client projects for clients in various industries, countries, and cultures. Experienced client services director with understanding of business and client needs.