About Us

Joon Rajkovic BWC

Founded by
Joon Haque Rajkovic

Brand, Marketing & Commercial Director Consultant & Strategic Advisor

A Senior Brand, Marketing & Commercial leader, I specialise in building distinctive brands that people fall in love with - underpinned with solid commercial growth.

With over 20 years in this industry, I advise C-Suite and senior leadership on developing their brand and growing their business.

My clients range from global, market-leading lifestyle brands to emerging design-led brands.

More background on me on LinkedIn 
And more of what we focus on through the Collective below

Key highlights include:

- Managing marketing budgets anywhere from 5 to high 9 figures to deliver significant ROI & business objectives

- Scaled a start up from zero to 8 figures (in the HNW space)

- Led a successful global brand transformation pre-IPO for a world-renowned brand

- Developed brand for a high-growth tech scale up to attract senior leadership and secure 9 figure funding

- Ultimately, ensuring business objectives are in constant focus and exceeded through all activity.

Brand Experience includes:

Brand experience

We empower creative Brands to Reach their highest potential

For all time, creativity and commerce have been at odds. 

In design-led businesses they are often pitched at opposite sides of the fence, as if excelling with one diminishes the other.

We defy this notion. We believe both must be balanced in any longterm successful business. 

It is time for change in this beautiful industry of ours. 

It is time for a creative revolution.

Beautiful World Collective - revo

"I'm passionate about anchoring creativity with a solid commercial foundation that allows creative brands to reach their highest potential.
This Collective was born out of my over 20 year career building some of the world’s most iconic global lifestyle brands, through to high-growth start ups and design-led businesses.
My experience is from both global-network consultancies and in-house, providing senior strategic advisory to C-suite and investors, as well as business development and creative direction with operational teams.

In my own journey, I discovered even at the highest, best-in-class levels worldwide, most experts will only address parts of the puzzle. Very few look at the creative brand and commercial business as a whole entity. Understanding these are two sides of the same coin is vital.
I feel very fortunate to have worked with some incredible minds across truly iconic brands and successful businesses.
I realised that market-leading knowledge and expertise rarely find their way into the creative world until much later in the game - typically only after a brand has been bought by a large global player - which means so much brilliant talent flounders unless they make it to that stage of success by themselves.

"Creative-led brands have been a lifelong obsession, so I was compelled to find a way to help more of them thrive during those earlier stages.
The natural next step for me was to take market-leading thinking and combine it with business strategy specifically tailored for those earlier stages of creative brands. These businesses may have slimmer resources than global super brands, but they also have a wealth of inventiveness.

"The combined force of this knowledge, insight and passion is a superpower. Beautiful World Collective is the channel.
I launched this Collective to champion incredible leaders who put their heart and soul into their brand. I want to equip them with the resources to truly thrive, so they can continue sharing their talent for many years to come.

Let's lead this creative revolution. It's time."

Joon Haque Rajkovic

Brand, Marketing & Commercial Director 
| Consultant & Strategic Advisor

Founder of Beautiful World Collective

10% goes into our Beautiful World Fund ​

As with everything we do, 10% of all proceeds goes straight into our Beautiful World Fund - as we believe leaders have a responsibility to help build a better world for those less advantaged across the globe. The fund is split between causes we are passionate about and those that share our vision of building a more beautiful world.

The current main charities we support are:

The Prince’s Trust – which gives young people across the UK the opportunity to create a better future through employment, education and enterprise.

UN WOMEN – the UN organisation dedicated to gender equality and the empowerment of women and girls across the globe to reach their full potential.
Beautiful World Collective Fund

Get in touch to discuss how we can help grow your brand & business