2_1_DiscoverGermany_March2014_Issue12:Scan Magazine 1
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Discover Germany | Special Theme | Creative Germany 2014
Jäger & Jäger
Ernst von Siemens Music Foundation. Corporate Design, Key Visual/imagery
European design agency of the year “A company is far more than an abstract notion,” begins Regina Jäger, one half of jäger & jäger, “they are comprised of people, and these people want to reach their target market, who are also humans.” Bridging the gap between these entities is where jäger & jäger come in.
proved that creative communication is more effective and costs less, “so success is a result of creativity, not budget,” she rounds off triumphantly.
TEXT: EMMIE COLLINGE | PHOTOS: DIEGO CERVO/ISTOCK/BONTEMPO OHG/U.A
How do jäger & jäger see their future? Constant, rapid technological developments ensure that their work never gets boring, says Regina, and the pair see themselves as trend-setters, “mentally positioned in the future.”
The company, founded in 1998 by Olaf and Regina Jäger are certainly doing something right: over 100 international awards in the last five years, and the stand-out winner of the 2013 European Design Agency of the Year. As far as awards go, this agency has them in abundance. So what is the secret behind their success? “The unerring intensity with which we take on a project. The constant questioning and search for improvement, the knowledge that whatever we do this time can be improved upon next time,” says Regina fervently. Long-term projects in which jäger & jäger are involved in from the get-go are the ones which they are most proud of, “being involved in the decision-making process and helping to shape the direction” gives them unsurmountable satisfaction, and continued collaboration allows for them to develop and enhance the communication strategies over and over again, hence their motto “the best is yet to come.”
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Not content purely designing 2D brand and corporate communication, their portfolio is also testament to their artistic innovation, which has seen them tackle permanent exhibition spaces and museums. This leap into conceptually designing a space poses new challenges for the whole team, and naturally they thrive on change, considering it “an exciting aspect of our profession.”
Knowing that a company has exceeded its communication aims is proof of a successful project, and jäger & jäger’s back catalogue is a veritable gold mine of well thought-out, efficient, surprising at times, entertaining and ambitious projects.
“Trends come and go; we have to distinwww.jaegerundjaeger.de guish whether they represent a significant or a brief change in the tide. Design needs to account for both – on the surface it must be current, while its core must be timeless.” Regina lays out some recent research Left: Shop Systems. Project sketch book. Right: RBB. Branding Ultraschall Berlin which has