Starting a new brand is an exciting journey

I am happy to announce that a long time coming project went live today. Congrats to Nightowl Denmark and its founder, Jørgen Rasmussen on his new venture!

Taking on a niche and to have the courage to look different than all the rest in the tourism-bunch, is the kind of client I respect!

Nightowl Denmark – a bold new startup with an experienced and passionate guide – based in Denmark. Nightowl is the first to base every trip on supporting ecological and being kind to nature. Nightowl is a business founded on passion, on giving back to Mother Nature, revealing local gems, leading the way on how to be planet-friendly. It’s been my pleasure to collaborate on creating a 360 degrees visual identity, from start to finish with Jørgen. It is always special when client and designer match.

---

Project:

• Concept development, art direction, support

• Webdesign, designing graphic content, finding imagery, layout.

• Custom coding, technical setup, email signature.

• Visual identity: businesscards, wordmark, submark, icons, illustrations, social media banners.

---

Visual identity – versatility:

Paperline for Nightowl Denmark

Wordmark and icons on extra thick business cards with matching orange middle.

Submark with tagline

Wordmark and Submark

The geometrical icon that reflects everything in the company name – owl, horizon, sun/moon, aka your evening guided tours. The imagery and illustration support the ‘why’ in an emotional sense. Nightowl emphasises the use of our senses and dedicates every guided tour, to experience and feel in balance. The new identity oozes curiosity and zen.

The nordic colour palette is a modern take on the Danish colours of nature. Orange, sky blue and a subtle beige for sundowns and sea green for our Scandinavian coloured ocean. Every colour can be coupled with another constituting a belief that each can belong - there is something for everyone.

Guides have, as a tradition, a bright red jacket on. We challenged this by creating an energetic orange, thus binding all aspects together from print, web to merchandise.

Webdesign – one page scroll and individual pages:

Images with great angles.

Nordic minimalism. A light beige background to soften up the over-all appearance.

Content heavy pages – clean and user-friendly layout:

Custom made icons that reflect a Nightowl Denmark experience. Fonts with great versatility and legibility

Responsive design – viewports:

Brand colours represented on each experience (guided tour)

Taking a brand further with a long-term design strategy.

This includes making the design guidelines flexible for usage on all platforms, be timeless and consist of more than just a logo.

Inspired by Jørgen’s vision I decided to make his brand stand out with a strong reference from nordic minimalism. Signature colours and an an illustration consisting of various icons combined. Much like what you can expect when on a guided tour with Nightowl Denmark.

This illustration (see above) carves a line across the media – like the social banners that Jørgen can choose between to make his social media dynamic – combined with the wordmark and copywriting, makes for a distinct visual expression, supported by the Nightowl values.

So much is happening on Squarespace!
If you need assistance, feel free to reach out.

Untill next time.
/ Ciao, C

---

Visual concept, copywriting, assisting with business ideas and strategy

'Welcome'-page with banner, action buttons and a modern navigation to the left, shown with lines, wrapped up in a white frame.
A one-page-scroll website, consisting of 5 pages in a long scroll and 4 individual pages in a second navigation.

Throwback to this website i designed for 'Dinkropstid Erhverv' (Body sessions targeted for officepeople) where i was free to design and do what I do best. Overseeing every detail in a harmonic collaboration – these are my absolute favourite projects!
 

Only two requests, was to implement an earthy beige tone and a minimalistic design

Clean nordic design, balance, space and going for that little extra, in every project, is my speciality. This time, I went with a dark green for all buttons and fonts. Choosing images with no background fuzz to carve out my client's main concept; relief to office related body aching. I edited them from color to soft greys and photoshopped a pink color to show areas with pain.

Ann-Britt had a logo. This is used on her other website dinkropstid.dk. But i took the liberty to change it's color from grey to dark green and only use the submark. Often times, logos come without any guidelines or longterm design thoughts behind. So I am the creative, who ties the knot, modernizes and makes the designs come together.

Keeping the visual concept on all images, means a lot of photoshopping. At handover, the client always gets the original stockimages and the edited, for social media usage. It's important to be able to help with the over-all expression and keep the appearance on every medias ad platform, coherent. That's what concept development means ;-)

Action-banner to inform of client's other website and field of exertise. Keeping a bit of the color in big banner images through-out the site. Consistency is key.

Use of the logo submark to bring natural breaks and space. Copywriting and choosing fonts with great versatility

Website footer (bottom with contact information) columns and caps.
Big banner images, with parallax-scrolling.

Pop-up contactform activated by an action button.

The 'About'-page: 2-column design on all other text-heavy pages on the website.

As you may come to notice, i have written a few words to Ann-Britt Dam about her bodysessions. I
rarely do recommendation – unless they really truly are THAT GOOD. She deserves it! Keeps my body in check.

So much is happening this year on Squarespace!
If you need assistance, feel free to reach out.

Untill next time.
/ Ciao, C

---