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How to creatively present the brain

I had the great pleasure of interviewing the creative team at the advertising agency Nord DDB (from Stockholm, Sweden) and their work promoting the organization Hjärnfonden and their work with the interesting subject that concern us all, namely our brain. Text in Swedish to be found here! English translation below. Enjoy!

How Nord DDB/ID became the brains behind the Brain Fund

When tackling the subject of the brain, there wasn't a creator who didn't feel touched. With the sensitive issue, the client Hjärnfonden and the agency Nord DDB/Nord ID formed chemistry and understanding that led to a friendship, which strengthened the creative process when the whole identity had to be redesigned for the first time in 29 years.

After many years of standing design, the Brain Foundation had decided to embark on a major branding effort to become more effective and stronger in its communications, and the agency that won the assignment was Nord DDB/Nord ID.

-The pitch was won in the spring of 2021, and work started immediately. We worked methodically on the strategy and concept into last autumn, where the identity work then took over. We worked closely with the team at Hjärnfonden throughout the journey. The new communication concept and identity were now launched in the spring of 2022. So in total, the project took a year and managed to meet the deadline, says Linnea Lofjord, creative director of design at Nord DDB/Nord ID.

Many at the agency already had a personal relationship with the Brain Foundation's mission before the assignment started. With relatives, family, friends and even themselves, everyone in the group was able to find understanding and interest in the many diseases and diagnoses that can affect the brain.

-We are a group of people who have personal experience with Alzheimer's, MS, depression and ADHD, to name just a few of the things many of us deal with on a daily basis. For us, taking on the mission was, therefore, a no-brainer, as the brain is our most important tool in everyday life. Whether we are strategists, creators, designers or project managers, we all feel engaged and concerned on a deeper level, says Hanna Stenwall, creative director at Nord DDB/Nord ID.

As the assignment contained many emotionally charged elements, the employees at Nord DDB/Nord ID were touched on a personal level. The commitment to the assignment grew into something bigger than just that between client, brief and deadline. Over the course of the project, the group had many serious and also joyful conversations that led to a deeper friendship and thoughts about how different everyone's needs are but also how similar we all are.

-I loved the brain even before this collaboration and am totally in love with it now. How unique it is. Changing over time. Fragile and fragile. And the power behind all change. Providing the conditions for all brains to have space and place, both in society but also in our workplace here at Nord/Nord ID, has made us start to change how we brief, create creative spaces and quiet places, how we build our internal processes. After all, the needs are as many and varied as we have brains in our team. And giving every creative brain the best possible conditions is my goal now," says Linnea with enthusiasm.

In addition to the important societal impact that needs to be made to create the right conditions for the diversity of all brains, we got a drive to want to make a difference. 'We know so little about the brain and need to know so much more to help more people feel good,' says Hanna.

Nord DDB/Nord ID is a full-service agency that has several departments with many different areas of expertise, and for each project, new teams are formed based on specific form requirements and other needs.

-For this particular assignment, it was important to have a strong strategy in place to drive the big change for the Brain Foundation. In addition, a clear and in its category disruptive communication concept. But the big soul change lies in the new identity, which is to dress the Brain Foundation as a force for change in flesh and blood. In a way that asserts itself without sacrificing the seriousness and emotions of all those affected, we have created the visual identity that is now the Brain Fund's new identity," explains Hanna.

The processes from client to client always look a little different at Nord DDB/Nord ID. In this case, the project started with an initial conversation about the workflow and then a so-called formal audit. This was the first time the client had changed their visual identity and communication in 29 years. Today, the team feels that the final identity is truly The Brain Foundation in every way and that they have succeeded.

-The basic idea of the identity is that it should be clear, inspire confidence and be understandable. But the identity was created to appeal to both logical and creative thinking, to inspire and demonstrate the limitless power of the brain. The identity we finally developed aims to surprise, create curiosity and drive conversation, in turn, create awareness of the Brain Foundation's work. In summary, our goal was to create an identity that, like our brains, would be perceived as magical, changing, unique and curious," says Linnea.

Nord DDB/Nord ID has not only been focused on the communication in the project but describes how they have looked at the whole compass of how the Brain Foundation can grow and drive change. Reflecting on what working with different non-profit organizations can look like and previous experience with similar clients, they describe their client Hjärnfonden as a safe, courageous and driven organization, which gave the agency the best conditions to drive the move.

-Hjärnfonden knew they wanted to drive change and had a clear vision when we started working with them. The main difference with other similar organizations is that Hjärnfonden is a Swedish organization that is not top-down on a global level. Secretary-General Anna Hemlin, together with the rest of the fantastic Hjärnfonden team, has been deeply involved in the whole strategy process, and this has created a feeling that what we do together will really make a difference for many people, for real, says Linnéa.

The brain is a sensitive subject, and this was something that Nord DDB/Nord ID had to tackle in an attractive way. A way that not only explains but also engages and attracts more members and financial support. In the project, the agency's creative process was driven by an engagement that transcended sensitivity and instead embraced the courage and the need to find more supporters.

-It is certainly a sensitive topic, but at the same time, there is no time to lose when it comes to gathering research support to understand it better. With reference to last year's DN Advertising Cup winners, we know that we can both provoke by raising the prejudices but also touch with care. The Swedish Brain Foundation is extremely concerned and caring for those affected and their families and loved ones.

-At the same time, they have to take action to be seen, noticed and felt. It's a balancing act that we discussed a lot and that the "Think About" concept takes care of. The Brain Foundation's wings span many diagnoses and diseases that are felt and experienced in very different ways. There is much sadness, but there is also joy and gratitude for life. There is much to laugh about together, to be pissed off about together. That's the beauty of the brain, that it unites us, whatever the reason," says Hanna.

As the Brain Foundation is a non-profit organization, it was important to think about the budget. Nevertheless, the client's requirement was to still have creative height and arouse interest. Some of the solutions in the project were based on being cost-effective, but the goal and the driving force embraced all the creativity that can't be measured in money.

-Using collages built from free images is a cost-effective solution. It also felt like a very natural solution for them, as collage activates the recipient and is a great way to illustrate how amazing/complex the brain is. The display font we developed for them is another such solution. It's made up of six different open-source fonts. The font is like a collage, where each letter is made up of two different fonts. This is also an example of us taking something that is free for anyone to use and creating something new and unique," Marc explains.

Today, the agency is proud to have achieved all its creative and strategic goals under the conditions that existed, including budget and schedule.

-Personally, I am very proud of the emotional impact we managed to create at the foundation of the strategy, the concept and, above all, the identity. It is evident throughout the creative department that this is an assignment that is great fun to work on. And everyone is very excited about the identity, which can be both stripped down and straightforward but also playful and cheeky. In addition, everyone is very proud of the typeface Marc has created, which takes the words in our ideas to a whole new dimension," says Hanna.

Nord DDB/Nord ID says that the client, Hjärnfonden is a skilled and emotional communicator, and this is also what has led to a great friendship.

-They've been in the business for a long time and know what works and what doesn't and why that is. They themselves are driven by a personal commitment, and that commitment rubs off on everyone they meet and talk to. It's impossible not to be touched and want to be part of making a difference, and it was impossible not to form a strong friendship between agency and client," concludes Linnea.

Hanna Stenwall

In my role as creative director, I act as a conductor of the creative work. My CD colleague and I worked very closely with the strategist during the strategy process to ensure that the right creative springboards were incorporated into the DNA of the Brain Foundation's new concept. In addition, we created the concept of 'Rethink,' which aims to get people and society to just rethink when it comes to the brain and re-evaluate prejudices, things we take for granted and how we relate to the brain. Society is not working as it is today. NPF diagnoses don't get the care they need from schools. Half of society is walking around with anxiety and stress-related symptoms. At the same time, we as a society know so little about the diagnoses and illnesses that are more advanced in form than the worst idea Stephen King could have concocted. It's easy to get dizzy when you start rooting around in your brain, and that right there is proof of the power of change that is required and absolutely possible.

Linnea Lofjord

In my role as creative director of design, I, like Hanna, acted as an overall creative but with a strong focus on the identity work. Ensuring that the identity delivered on the strategy and concept and held creative height. As a creative director, you act as a creative sounding board for the team throughout the journey, but also for the client. Driving a creative shift is a blast but also emotionally exhausting. It's important that everyone involved feels safe and that the process is open and inclusive. Confident teams are courageous teams. And courage is required for really good moves.

Marc Östlund

My title is a senior designer. My role in the project was to be responsible for what was presented creatively regarding the new identity, under the guidance of our creative director on design. Initially, we were a fairly small team working with the Brain Fund. Then it became more hands-on work for me and working out the creative tracks. The team then expanded quickly; once a track was chosen, we moved into the next phase - turning sketches into reality. With a larger team, my role changed a bit and became less hands-on.

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Blooming typo

I had the great pleasure of interviewing the interesting designer and typographer Baptiste Guesnon from Bloom Type. I wrote a little text about him and his latest work for Jean-Paul Gaultier that you can read all about in the latest update from Cap&Design magazine. Have fun and thanks for reading! You find the text in Swedish right here. English translation below! Have a happy read! Blooming typo

The search for freedom and the dream of creating artistic expressions in-house are the driving forces behind the Stockholm-based start-up typographic agency Bloom Type.

The Gaultier family is based on Jean Paul Gaultier's cultural and symbolic heritage to serve as an extension of Jean Paul Gaultier's historical typographic palette.

Founder Baptiste Guesnon grew up in French Normandy. He studied design and art in various parts of his homeland and, along the way, developed a keen interest in typography. When his French girlfriend was offered a job in Sweden, they both moved to Stockholm and Baptiste was hired at the prestigious Söderhavet agency.

-I moved to Sweden out of love, but love for a Frenchwoman, says Baptiste with a laugh. I like Stockholm very much, and today I have no plans to move but rather to establish myself further. During my time at Söderhavet, I created different fonts and enjoyed them very much, but over time I began to long for more freedom.

Baptiste creates in Bloom Type's studio in the suburbs of Stockholm.

During the pandemic, Baptiste decided to follow his dream of working under his direction and without reins. He started up the Bloom Type agency, located at Telefonplan in Stockholm, and simultaneously managed to pitch in client Jean-Paul Gaultier.

The brief was to create a new typeface for the established perfume and fashion house that could express everything that the person Jean-Paul Gaultier was associated with as a brand.

-When I went into the project, the typography at the time consisted of typefaces based on classic Lettraset and very traditional ways of working with fonts. I was tasked with creating something completely new and had great typographic freedom. In crafting this modern, daring and expressive typeface family. The whole project was very creative and fell in line with the free-thinking spirit of the fashion brand," says Baptiste.

Over an intense and impressive six-month timeline, the new and daring Gaultier typeface developed.

-With total disregard for the typographic "baseline", and proportions of the letters, this typography extends in all directions to sense the space and be as loud as possible. It is a playful font that can be twisted and turned, expanded and minimized. For example, each font currently has six different weights and variations.

Everything that has to do with this new font is based on what we could find in the archives about the character Jean-Paul Gaultier and the previous fonts used by the brand, such as; Impact and Compacta.

Baptiste is proud of the fashion house project but doesn't want to focus entirely on the fashion world.

-I don't want to work with a specific type of client. I appreciate clients as much as the Swedish Brain Foundation and find that you can find creative freedom and playfulness in different kinds of projects, big and small.

As for the responsibilities of being a typographer in today's society, Baptiste takes his role and personal choices seriously.

-The person behind the creative expression is as important today as the expression itself. In a world where we choose to distance ourselves from sexists, rapists, racists and so on. Nor do I like the classic idea that tries to mystify the typographer into some grand older man in the shape of a genius. I'm happy to break that myth!

Baptiste wants his company Bloom Type to evolve into a transparent agency that expresses personality and social positions and openly shows the person behind the typeface and what they stand for.

-There is more typography being made now than ever before. People today are more aware of the typography itself and the background of who created it and why. It's essential to think about who you financially support when choosing a typeface! I want to make it easy for my customers to understand who I am and what I, as a person, am associated with and contribute to the world!

Baptiste has a great love for programming and creating fonts for the digital realm, which he is excited to evolve with unlimited possibilities. However, in his creative work, he draws most inspiration from analogue work and technological innovations and new ways of thinking that challenge the mind.

-I draw all the time and keep my flow going using my hand. I also find a lot of inspiration from developing concepts that combine two completely different things into a new hybrid. An example might be combining new technology with something taken straight from nature to create a unique and unexpected expression!

As for the future and life after the pandemic, Baptiste longs to work with a wide variety of clients but personally doesn't see much difference between life before and after.

-I'm thrilled with where I am in life and the freedom to work with various clients. The dream of working for some magazine is always there, but I'm happy with what I have right now! As for the pandemic, I think many people experience a lot of loneliness.

Still, it's pretty much the same kind of loneliness that we typographers always live in, so for me, not much has changed," Baptiste says with a laugh. Seriously, I think what we and the world are craving the most right now are things that are fun and all the expressions we call 'crazy stuff'!