If you ask Barbara Buljat Raymond, PhD, about her favourite childhood toy, she’ll fondly recall how her grandfather once gave her a blackboard from the school where he worked as a handyman in Croatia. “I dreamt of becoming a teacher and my younger cousin, poor thing, often played my student.” That all changed when she was given her first computer at age six. “From that moment on, I became the family’s ‘IT Guy’.”
The Monaco resident describes Croatia as a young country that embraces its historic cultural influence. “In my hometown of Rijeka, people live in beautiful villas from the Austro-Hungarian era, my Grandma speaks to me in Italian, we produce our own Mediterranean olive oil, and every morning we drink Turkish coffee. That’s quite the mix, right?”
Having grown up in a large family home with her cousins, and with a budding professional volleyball career, the thought of leaving Rijeka never entered Barbara’s mind. She obtained a double degree in Business Informatics and International Management from the Faculty of Economics and Business Rijeka, where she later became a lecturer and researcher teaching IT-in-Business and Digital Marketing courses. This opportunity led her to France.
Her doctoral studies required research abroad and Barbara is “endlessly thankful” the faculty supported her suggestion of the University Cote d’Azur (formerly the University of Nice Sophia Antipolis). Living in France was a dream come true but there were a few hurdles.
“I had to combine my teaching activities in Croatia with my research work in France, which meant a lot of logistics and back-and-forth trips. I had done a couple of student exchanges before so studying in English was easy but, honestly, French is still a challenge!”
Her research was in the field of Management Sciences, a discipline in social sciences dealing with problem-solving and decision-making in human organisations, closely linked to management, economics and business. “I know it all sounds abstract and scary, but we, mysterious academic people, need to be precise about the terms and methodologies we use.
“For example, in my PhD project, I investigated the use of technology and information systems to address the challenges of environmental sustainability communication. More precisely, I focused on motivating individuals to adopt green behaviour – like reducing the consumption of single-use plastics.”
She elaborates, “Behaviour-changing information systems are digital tools built with the intention to change somebody’s behaviour. For instance, we developed a mobile app that used augmented reality to simulate direct experiences of plastic pollution in 3D environments. We wanted to investigate whether ‘living’ an environmental issue first-hand had a different effect on people rather than reading an article or watching news about the same issue.”
In 2023, Barbara earned her doctorate in Management Sciences. “The hardest part of my PhD path? Definitely self-discipline! It requires a lot of alone time, a great deal of intellectual effort, reading complicated literature and attempting to explain complex things in a simple manner. Above all, it demands effective time management. It is very easy to get lost along the way.”
Her long-term career goal is to remain connected with academia to share her knowledge about digital tools for communication, but also to apply it in practice with digital marketing and communication services.
With nearly a decade of doing digital marketing as a “side hustle” including 15 successful projects under her belt – and the four years she spent researching digital tools for communication – Barbara decided to “make things real”. She launched a specialised digital marketing and communication agency, The Pink Cat.
“Well, on the one hand, it is not so different from my studies but on the other hand, it is indeed another world. I am finally able to produce concrete, tangible work and immediately apply it in real life, something I was really missing in the research world.”
The Pink Cat offers a range of digital services – logo design, website creation, visual identity, video creation, social media management, digital marketing strategies and promotional visuals (flyers, posters, brochures). “Additionally, we provide teaching to empower others to acquire those skills,” Barbara emphasises.
But what really sets The Pink Cat apart from other agencies is the scientific background. “While other experts with a doctoral degree either stay in the academia or provide consulting services, I like to manage projects from the beginning to the end – from the strategy through the creation and implementation.
“There is no ‘one-size-fits-all’ approach in communication and every brand campaign requires prior research and strategy,” she stresses. “After four years of applying rigorous research methods to study how different communication impacts human attitudes and behaviour, I am pleased to apply this knowledge in every step of our marketing projects.
“Nowadays, customers demand and expect a lot of entertaining, visually appealing and interesting content from brands, often involving the management of multiple communication platforms simultaneously. The advantage of having one agency who manages all this at once lies in consistency – we ensure that a brand’s visual identity and style remain continuous across all channels.”
For Barbara, a logo is a brand’s face. “Yes, the logo is often the first thing people notice about a company and creates a lasting impression on consumers but it’s just the tip of the iceberg. A strong visual identity, encompassing consistent designs across web, social media and printed materials, plays an equally important role in establishing a memorable brand presence and positive impression.”
Following her heart, Barbara eventually moved to Monaco and found it tough in the beginning due to the language barrier. “If you ask what Croatia is special for, hospitality is definitely something we are proud of , but luckily for me, people in Monaco were as well so nice and welcoming that I soon felt at home.”
Married now for nearly two years, Barbara has settled in to life and is focused on expanding her professional network with The Pink Cat. “There are many inspiring brands who, I believe, have interesting stories to share. And I am happy to help them do so.”
The Pink Cat’s Tips for logo creation
- Does your logo accurately reflect your brand? Ask friends and colleagues to guess what the logo represents. If it’s supposed to be for a clothing store but they think it’s a restaurant, it’s time to reconsider.
- Is the logo versatile? In other words, does the logo look good on various background colours, in different sizes and on different communication channels – like social media and printed materials?.
- Will the logo still hold up in 5 years? While it is tempting to be trendy, it’s always better to go for something classy and timeless.
– Barbara Buljat Raymond, PhD
Article first published April 12, 2024. Photos and video copyright Good News Monaco.
Did you know that according to the World Atlas, Croatia and its 1,244 islands earn the #22 spot on the list of 50 countries in the world with the most islands (Sweden leads the way with 267,570)? One of the most popular television shows of all time, Game of Thrones, was filmed in Croatia, both in Split, and Dubrovnik, which was the location for Kings Landing.