e-Types A/S Case-study

“ We create things clients would never know to ask for ”

“ Smash the World”“ Cutting-edge design ”

“ Only as good as its last job ”

FUN

FAME

FORWARD

FINANCE

“ Typography as Additives to design ”

Flow of Presentation

- Journey So Far..

- Danmark Dilemma

- How We Work ?

- Process system & business culture

- Challenges Ahead

- Major works

- Credits & Bibliography

Journey so far..

1998

1999

2000

1997

2001

2002

20001998-99 2001 20021997 2003

Started as designing company by five Denmark design school graduates

Dotcom bubble burst out, disagreement

among the partners about company’s future

Wetware and e-Types merged to become

e-Types A/S

Dotcom boom gave them initial success

Strategic partnership with WETWARE, got the first high profile project- ‘learning lab Denmark’

Conflicts regarding merger with larger

competitor ‘Kontrapunkt’

Yearwise Timeline

Since 200620062005

Expansion of services: Book / magazine / website designing , photographic

campaign for luxury brands

Exponential growth along with major contracts

Recognized as a case-study for research and interest in HBS and

CBS

Going Classical

Going Revolutionary

-

The Middle-Path

‘Danmark’ dilemma..

Jonas

Rasmus Annette Soren

AllanJess

TD communicates with people in three ways: A logo for clothing, A website and a monthly magazine. It’s important that we tell the whole story through the machine.

Cool, I like it. Other designers will also join in affirmations, I guess

Rectangles are hard to place on the body. I’m not sure how it will work for clothing. It works great on paper. Maybe they could only use the rings, without the frame?

Jonas

Rasmus Annette Soren

AllanJess

We also gave them an option to add specific logos for different events like european championship logo. I am glad how the new logo turned out.

This design is too radical for TD. They asked for a evolution of their design and not revolution. They want to keep the elements and colors of the existing design.

I think the design is too wild for them. As I read Team Danmark’s strategy, it’s about team spirit,discipline and unity.

It’s impossible to make a design if we follow TD’s rules. The old logo is olympic rings and a torch. You can’t make this in a new way! You can change colors, except you can’t , because the colors are the red and white of the Danish Flag! You can make a beautiful torch but you can’t do anything with the five rings locked together- that is the logo itself.

JonasSoren

I agree that if you stay inside the client’s limit, it boring. But if we go too far outside the limit, the design is too crazy and it won’t be realized. We have to find that magical place where TD will go a little further than they could.

Jonas

Rasmus Annette Soren

AllanJess

I know jonas. When he gets the feeling that an idea isnt interesting and he’s not able to move it anywhere, we lose his creativity. Besides, nobody really knows how important these olympic rings are. We didn’t do any research comparing brands. Maybe TD is a strong brand in itself.

the sponsors love these rings because there is a convenient confusion element. People see rings and think olympics, and the sponsers get the olmpic symbol cheap.

Jonas

Rasmus Annette Soren

AllanJess

We always want to create something the client would never know to ask for. The new design is a great design! It is true to what e-types stands for.

I think we should present both the designs to show the client the stretch between the classic design, which they asked for, and the creative design, which offers so much more.

They probably will go with the safe design, but once we win the competition we can get in there and work with up some third design, that pleases us both.

It’s possible that even if we lose the competition with the new design, we will earn integrity currency. But how much cash flow currency can we sacrifice for respect currency.

Lets be like the medieval knights- it’s not about money, it’s about honor.

Okay if this is the company we want to be, we will take both the ideas and see what happens.

How We Work?

Push the boundaries Expect to be challenged

Engage people Inspire people to take action

Create attraction People are drawn to the bold and beautiful

Make sense Relevant brands tell meaningful stories

Cut to the bone Excess will be removed

Process System & Business Culture

Process system and Business Culture

Cutting edge design

Diversely expert workforce

Employees are an asset Long-term harmonious relationships with clients

Strong sense for what’s right for clients

Belief in experiential learning

Constantly re-innovating

Data survey and analytics

Create a story for ‘Big Idea’

Believe in competition, not in advertisement

Dedicative workforce, does whatever it takes to get the ‘Right Idea’

Process system and Business Culture

Challenges Ahead…

Challenges Ahead

No written Strategies, Only vision

Get very ambitious with clients

Not getting successors who can carry forward legacy

Not ready to change the traditional way of managing people

Going International without compromising their core values

Credits:

KASHYAP SHAH

SRIRAM KRISHNAMURTHY

VINITA GOSWAMI

VRINDA JAIN

ANUBHUTI GUPTA

MANISHA NANDAL

MANTHAN JANI