An architect by education, a designer by passion and a profession as one of the leading consultants for branding in Europe. Jelovac is a creative director and partner in Brand New World - brand architects firm. He has carried out various branding programs and campaigns for a range of high profile corporations, NGOs and governmental institutions in West and East Europe.
Coming of age in the design world, young Jelovac was horrified to realize that his heroes - from Castiglioni and Bucky Fuller to Serge Gainsbourg and Ian Curtis - had all expired just before he could meet them, and learn from them, in person. Deeply traumatized, never to fully recover, he vowed to devote his life to ensuring that no equally curious mind, young or old, should suffer such tragic disappointment. To which end, Jelovac began tirelessly traversing the globe, tracking down the “The Greatest Creative Minds of the 21st CenturyTM” and inviting them to participate in his innovative series of international design dialogues. From this Belgrade Design Week was born.