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1 ØYAFESTIVALEN Visual identity, 2012 The visual identity for Øyafestivalen 2013 was based on the thought that Øya is so much more than just music. There are several layers in a good festival experience, and different amount of layers to different people. The yearbook layout is inspired by the importance of getting a good mix of artists and genres, which was assosiated with the mix of students in a school class. This was a school exam, and is not in use by Øyafestivalen. 2 RUNAWAY Typography, 2012 A slab serif display font inspired by classic and modern typography. And by Paris. 3 GJENDE REDESIGN Packaging, 2011 Gjende is a classic biscuit most people in Norway have a nostalgic relationship to. It is the biscuit you get at your grandmothers house, the biscuit you have in your backback when hiking, the biscuit you always eat in good company. The brief was to redesign the packaging with the original values intact. Typography by Mille Windfeldt. This is a school asignment, and is not in use by Sætre productions. The functionality also needed improvement, which resulted in a open/close solution. (No more Gjende crumbs in the backpack - woho!) A lot of people have a stronger relationship to the deer on the biscuit than the packaging. This led to a leading role to the dear deer on the new packaging, where he is surrounded by illustrations inspired by the ingredients, Gjende experiences and Gjende occasions in nature and home. The name Gjende stems from a mountain range, therefore the mountain shaped window. The original packaging. 4 SOUND AND VISION PT.1 Posters, 2012 Brian Eno - Paleosonic Associations leading to the result: Power poles, falling, stress, restlessness, my kindergarten, lost, jimi, army, strings, insects, metal, wierd walking, structured chaos, change of directions. 4 SOUND AND VISION PT.2 Posters, 2012 A Saner Lynch - A Second Day Associations leading to the result: Movement, small steps, ballet, drama, running. Birds, the woods, hunting, persecution. 5 LEAF LONGBOARDS Visual identity and illustration, 2011 The longboards are made in the same manner as old Norwegian wooden skis, so the client wanted the profile to reflect Norwegian identity and origin. The result was a pure and vibrant profile to suit the young people moving from the rural Norway into the cities. The ones who misses the smells, tastes and sense of freedom from the country side. We wanted to give them the feeling of nature — right in the city center. To bring the freedom and pureness of nature into the city, we were inspired by the thought of the longboard as a leaf flying out from the woods and into more urban environments — thus the name and logo. The colors represent the ocean and the woods. Made in collaboration with Marcus Pedersen and Pawel Bilaz.
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