Our design Philosophy

simple. elegant. unique. complete.

lagom

Swedish for: “Not too little. Not too much. Just right.” There is elegance, usefulness, and ease in perfectly balanced simplicity. Simplicity in design, however, isn’t so simple. We need all of your ideas, copy, and content, then we put it in a big pot and simmer it down to the simplest, most perfect form we can while checking off all of the boxes we need for different audiences, (which includes the robots/algorithms we love at Google).

hygge

Danish for cosy, charming and special (more or less). We are Americans, but also unabashedly Danish, so we know from hygge. While the world just found out what it was recently (and Google translates it very badly), we’ve been living this concept all our lives. We strive to incorporate comfortable conviviality, wellness and contentment in all of our messages, because it really works online.

elegance & sophistication

Apart from price point and select points of sale, it takes a special talent to elevate a brand to elegance. The brand managers of Graff, Leviev, Harry Winston, Van Cleef & Arpels, Tiffany, Rolex, Royal Copenhagen have really done their work. We like to create an air of sophistication in our client brands, even if they are startups.

joy, hope, playfulness

Though we embrace simplicity and elegance, we never forget frivolity, playfulness and frippery. Tickling your audience’s funny-bone is a great way to connect with them. Yes, we can achieve that while still being sophisticated.

think of yourself as an icon

Take your business seriously, but don’t be too serious. Be iconic. Be the one and only, Show your personality. Vogue is iconic, yet had a dinosaur easter egg on their website. That one fun bit brought in an audience that would never have gone to their site, and many stayed and continue to go back. Take your brand and play with it.

we will stray, test, and report

We look at the performance of every piece of content we create. Sometimes, we will throw a curve ball to see how it works and if we can reach the audience from a different angle. This is because, even armed with audience research, we don’t know what we don’t know. So, we explore and we test, but we keep to the core of the brand, because that is your strength.