▁as ▁B jar ke ▁Ing els , ▁Kar im ▁R ash id ▁and ▁Pat ric ia ▁Ur qui ola . ▁ ▁J el ov ac ▁established ▁ ▁Bel grade ▁Design ▁Week ▁ ▁in ▁ 2 0 0 5 , ▁after ▁being ▁inspired ▁by ▁the ▁popular ity ▁of ▁a ▁London ▁Design ▁Festival . ▁Since ▁ 2 0 0 9 , ▁his ▁business ▁partner ▁and ▁wife ▁V es na ▁J el ov ac ▁is ▁Chief ▁Executive ▁Officer ▁of ▁the ▁design ▁conference . ▁The ▁goal ▁of ▁the ▁sum mit ▁is ▁to ▁share ▁and ▁learn ▁about ▁global ▁tr ends ▁in ▁the ▁cre ative ▁fields . ▁During ▁the ▁rest ▁of ▁the ▁year , ▁the ▁organization ▁claims ▁to ▁prom otes ▁local ▁design ers ▁and ▁design ▁initi atives , ▁such ▁as ▁a ▁children ' s ▁play ground ▁for ▁the ▁town ▁of ▁Bel grade ▁and ▁K rag uje v ac . ▁ ▁Prior ▁to ▁Bel grade ▁Design ▁Week , ▁J el ov ac ▁worked ▁as ▁a ▁brand ▁consult ant ▁for ▁Imperial ▁Tob acco ▁UK , ▁Hoff mann ▁La Ro che , ▁In te ko . ▁After ▁a ▁meeting ▁with ▁W ally ▁Ol ins ▁in ▁London , ▁England , ▁the ▁auth our ▁included ▁one ▁of ▁J el ov ac ' s ▁projects ▁in ▁his ▁sem inal ▁book ▁" On ▁Brand ." ▁Since ▁the ▁in ception ▁of ▁Bel grade ▁Design ▁Week , ▁J el ov ac ▁has ▁had ▁other ▁projects . ▁At ▁Art ▁Bas el ▁ 2 0 1 5 , ▁J el ov ac ▁moder ated ▁a ▁panel ▁involving ▁a ▁discussion ▁about