Brand Identity for 27 87
Aeyde SS 20 campaign — We pondered the woman beyond the composed image and who she really is. Vera van Erp for Aeyde.
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In a world where brightly drawn revelations vie for attention, where uploading memories in real time is consent — we long for the essential. We want to feel it. Watch full video
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Fall Winter 2020 Campaign for Aeyde
Fall Winter 2020 Campaign for Aeyde

Attitudes

Having an attitude is important.
To create identities, and new beginning means to engage with a wide range of perspectives. And having a different perspective than our client has, is often very much important for us. 

Possible Futures

This is the bit where we invest a lot in. Not in trying to predict the future but in using new ways of concept and strategy approaches to open up all sorts of possibilities that can be discussed, debated, and used to collectively define a preferable future for our clients.

We deeply believe that by speculating more, and constantly exploring alternatives, we can help set in place today factors that will increase the probability of more desirable futures happening.

Ideas

It is often said that if something is conceptual, it is only an idea, but that is missing the point. It is because it is the idea itself that is important. We need new ideas, always. 

Ideas can not only be ideas but ideals. 

That said, we believe that we should measure reality against ideals, not the other way around.

We create identities.

Behavior

Ask fast, answer slowly.
Explain fast, discuss slowly.
Let’s stop replacing conceptual ideas with polished visuals.
Prepare slowly, complete fast.
Accept fast, implement fast.
Work to change, at least something.

Minimal versus maximal

The idea to use minimal means to create the maximum effect is widespread in many cultures. The idea to use maximal means to create the maximum effect is equally widespread. There are are many stops between these polarities. Large work is not necessarily maximal and smaller work is not necessarily minimal. 

Spectacle can come in all sizes.

Words

There is a limit to words. The same as there is a limit to images. To write one word, to articulate one thought, means at the same time to exclude another. Yet, we believe that we all should write more.

Branding, Strategy, Creative Direction, Campaign, Consultancy and Brand Voice.

Clients include

27 87, Aeyde, Academy of the Arts Berlin, Adidas, Breuninger, Frankfurter Allgemeine Zeitung, Interview Magazine, Kemmler Kemmler, KKLD, L’Officiel, My Inner Health Club, Nivea, Reebok, Tush Magazine, Vice.
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