Morgenland

Rules of good design

Daniel — Fri, 13 Apr 2012 09:38:55 +0000

At the moment we are working with some packaging design for our favourite cognac – Grönstedts. This is an anxiety producing process since the legacy of identity here includes a ground work from famous long time design legend Lars Hall, and further development from some pretty prestigious design agencies. Not the mention the weight of a 187 year classic Swedish brand behind it all.

At the same time, the agency are also doing faster and smaller work, for some start up friends of ours. All in need of that defining identity that makes their brand clearer; and all in abundant supply of opinions, ideas and tastes of their own. Since design work often can be very emotional concerning the heart of the company and sometimes it´s active founders, there can be a lot of discussions around that specific logo proposal. In those moments we sometimes find it good to go back to some simple rules of basic logo design we have set up. Thought we might share it here:

• Dont copycat any popular logo and avoid any current logotrends
• The logo must have some connection to its business
• If the brand name is memorable you may include it in the logo
• Don ́t use more than 3 colors and never more than 2 fonts
• It has to be able to resize in all formats and work 1,2,4 color print
• Grandmothers must be able to read it
• Find and use some form of unique shape
• Avoid gradients, drop shadows, reflections, and all intricate details
• Test the logo in environments it will actually be used
• Do not attach a tagline to the original logo design
• And lastly – Folllow the above rules<

Gronstedts – Swedens Favourite Cognac

Daniel — Wed, 22 Feb 2012 18:12:25 +0000

Altia, Finlands leading producer and exporter of alcoholic beverages have trusted us with one of their prestigous brands. Grönstedts cognac is truly a swedish national treasure with an awesome 167 year old brand history. For the last few months we have developed a new communication platform & strategy, created some new packaging and re-introduced this excellent cognac for the swedish market. The brand story puts the tradition of Grönstedts into a modern context and shares the exclusive cognac moments that involves all walk of life.

Here is one of the TVC´s that is now running on Swedish TV channels.

We also created a place for inspiration and education at Gronstedts.se. Here the award winning sommelier Totte Steneby gives us the history of cognac, tastes all of Gronstedts different products and talks about different palettes of taste. You can also get some inspiring tips on how cognac can be part of some great drinks.

At the moment we are also updating extended packaging and are looking into news of activating consumers that want to enjoy and share the Grönstedsts cognac. Stay tuned for more …

Hello!

Morgenland — Thu, 19 Jan 2012 10:13:41 +0000

Welcome to Morgenland – a new agency for the digital age. We started this agency because we thought the world needed one. Not any new agency, but an agency that can combine their experiences to do things in a new way. A way that is actually recognising the profound impact of digitalization and how new consumer behaviour is changing the rules for marketing, brand building and sales. A way that helps brands meet the customers of today and engage them in a meaningful dialogue.

Look Mom! Top of the pops!

Daniel — Thu, 19 Jan 2012 08:48:07 +0000

We are proud and happy that the FWA have awarded our work for Goliath Sportswear as their Site of the Day. This is one of the first productions coming out of this newly started agency and we are humbly accepting all appreciation. The work for Goliath was very rewarding in it´s ambitions to genuinely meet, connect and portray craftsmanship communities all over Europe. Doing this together with a truly inspiring (and demanding) client, we had great fun in creating and combining great design, video and story telling. Thanks to all involved and check it out here. !!- Updated !!- Also thanks to DopeAwards for their award! !! Updated – Now also a Webby Nominee for Best Visual Design Aestethic.

What We Do

Morgenland — Thu, 19 Jan 2012 08:47:32 +0000

We are a full service agency. And with full service we emphasize the service of really connecting with consumers and customers. We also stress the service of crossing the line between brandbuilding and sales, something we believe is integrated in todays marketing. Service for us means being able to connect the dots between consumer-technology-media-content that makes marketing so much more powerful in today´s world. It means having the tools and resources to cost efficiently produce campaigns and content for an ongoing consumer dialogue.

We do branding, digital strategy, communication concepts, TVCs, banners, social media applications, mobile applications and even some traditional printed units.

Make your own god damn trailer then!

Daniel — Tue, 17 Jan 2012 10:37:29 +0000

Kanal 5 is one of Swedens most formidable commercial TV channels. Promising their audience ”Funnier TV”; they always have a lot to live up to. For the launch of this seasons Winter WipeOut, they asked us to develop an idea we had been kicking around for a while. The idea is simple: if you don’t like our trailers, well then make your own at wipeout.kanal5.se

For the fans of Winter Wipeout this meant providing them with their own trailer editing interface and lots of Wipe Out video material (mostly consisting of people getting hit really intense). The participators can also create their own trailer look, customize the popular commentators, adjust sound tracks and publish their work on Facebook. The season premiere starts at the 24th of Jan and from the amount of created trailers it looks like it will be as popular as ever.

The interactive campaign is co-ordinated with TV, Outdoor and a variety of internet advertising.

Key People

Daniel — Tue, 10 Jan 2012 10:10:40 +0000

	Daniel Sköld – CEO Finishing university, Daniel joined MTG as an analyst and quickly became Marketing Director for TV3 at the age of 25. Before leaving he was also Head of Marketing for all the groups TV channels and COO for PayTV and Viasat. He then switched between being a senior marketing consultant and assignments as Marketing Director for online companies as Tiscali and Unibet. Daniel left the position as CEO for Digitas Sweden to create Morgenland. He also has a degree in cinematic studies which he claims gives authority on what movies are actually ”crap”.
	Tim Sajdak – Executive Producer A creative technologist and an experienced producer. Tim started his career as a Web Developer at Razorfish but soon he found himself in the role of a producer. Tim has received a ton of awards thorugh the years for participating in high quality work for creative and digital agencies such as Farfar, Perfect Fools and Forsman & Bodenfors. Tim joined Morgenland from his position as Digital Director for Grey Amsterdam. He is also in charge of all of Morgenland’s fitness activities.
	Johan Hedenskog – Creative Director A creative entrepreneur from an early age, Johan started out as a photographer, before enrolling into the Hyper Island Digital Media programme. Finding a passion for communication through technology and proving himself while transforming a direct agency to the digital age at Publicis, Johan became a leading interactive art director at Digitas Sweden. If he weren’t in advertising he would probably get serious about designing his own furniture.
	Daniel Bergqvist – Studio Director A people person with deep technical skills, Daniel started his career as a web developer for Spray before being recruited to San Fransisco and Knack Design. Daniel then joined renowned Fantasy Interactive as Managing Director and Executive Producer for many international award winnning projects. Daniel joined Morgenland from his position as Managing Director and Executive producer at IPG agency HUGE. DB as we call him fills his Spotify playlists with a strange mix of The Cure and The Boss.
	Petra Muda – Art Director Petra graduated from Berghs School of Communication in 2009. The same year she won a yellow pencil and became Student of The Year at the D&AD Student Awards and moved to London to join Wieden+Kennedy. When not working she likes to make dumplings and dream about having her own goat.
	Harri Leppälä – Copywriter A student of both Hyper Island and Berghs our sauna bathing Finnish friend embodies our view of the modern creative. Being awarded at D&AD together with Petra Muda he also joined Wieden+Kennedy London before returning to Sweden. In Sweden he had two short stints at Storåkers McCann and ACNE Advertising before joining Morgenland.

What we can do for you

Morgenland — Tue, 10 Jan 2012 10:09:34 +0000

If you feel that your marketing can do more, attract more consumers or want to connect deeper with your customers – just give us a call and let’s meet.

If you are a creative with an interest in building strong brands and marketing that really wants to make a difference, bring your work and ideas to our office and we’ll talk. That goes for programmers, digital specialists and new media specialists too.

JOIN THE JOURNEY

tim — Tue, 10 Jan 2012 10:07:40 +0000

We are growing and are looking for new talented people to join us. If you are interested in developing brands and communication from a digital core, we´d love to talk to you. In particular we are currently looking for these roles. Shoot an email to info@morgenland.se if you are interested…

STRATEGIC PLANNER
You probably have experience in marketing planning from media, advertising or consumer research. You understand branding, positioning and solving business challenges through communication. You are a link, an accelerator, support, coach and influencer in the creative process.

PRODUCER /OPERATIVE PROJECT MANAGER
You can scope, create time plans, define roles, keep budgets and keep everyone happy in a project. Supported by senior producers you help our agency reach the goals; on time and with quality as well as keep the client posted on what´s going on.

ART DIRECTOR
You probably think branding, concepts as well as campaigns. You love advertising but also realize that new times gives us new options and opportunities. You strive to simplify a communication challenge and can easily see how digital amplifies our ways of reaching and affecting consumers. You probably also want to meet us to see if we share views on what is good communication and working processes.

GRAPHIC DESIGNER
You are probably secure in what makes good design. Fluent in several softwares but also aware of the traditional skills that makes design solid and simple. Not only can you create good design, you can also explain why it is good design.

MOTION DESIGNER / VFX
You probably are versatile and flexible and always exploring within motion. We like to integrate motion parts both in idea and execution, both for standard TVCs as well as interactive.

INTERNSHIP
We always aim to have 2-3 interns with variable skills at the office. It could be project management, design, motion or art direction. If you are interested send us a portfolio and come up for a cup of coffee.

We hope to hear from you!

GRONSTEDTS COGNAC

Daniel — Mon, 26 Dec 2011 12:36:59 +0000

Here is one of the TVC´s that is now running on Swedish TV channels.

At the moment we are also updating extended packaging and are looking into news of activating consumers that want to enjoy and share the Grönstedsts cognac. Stay tuned for more …