ESTONIAN DESIGN AGENCIES
CATA LOGUE 2012
publisher Eesti Disainikeskus Veerenni 24 10135 Tallinn, Estonia +372 5058 837 info@disainikeskus.ee www.disainikeskus.ee compiled by Maris Takk Sirli Nõmm Geroli Peedu editor Villu Zirnask language editor Tiina-Ann Lias translators Sanna Immanen Kadri Põdra Kristopher Rikken Luisa Tõlkebüroo design Mikk Heinsoo Alari Orav typeface Adam printer Ellington Trükiagentuur The publication is co-financed by the European Regional Development Fund under the Creative Industries Support Structures Development Program.
estonian design agencies – catalogue 2012 Introduction 2 Estonian Design Centre Design process
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Communication and graphic design
Baas Disain 6 Brand Manual 8 DF 10 Graafikamari 12 Identity 14 Valge 18 Velvet Disain 20 Product design
Annkris-Glass 24 Iseasi 26 Keha3 28 Kromo Disain 30 MELIORAD 32 Taikonaut 34 Ten Twelve 36 Clothing and textile design
KO! 38 Konstruktor 40 Kristina Viirpalu 42 mare kelpman 44 MOOKI 46 Creative Estonia Design support programme
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introduction The UK Design Business Association has been running the Design Effectiveness Awards for 25 years. The Awards measure the impact of design in the businesses that commission it. The following recommendations for achieving more in business from design are drawn from years of case study material:
Most competitive businesses today understand that if they want to stay ahead of their competition, they have to continue to innovate and reinvent themselves. These businesses are also widely accepting the fact that design makes the difference between success and failure after all, only one company can be the cheapest, the others must differentiate by some other means. But perhaps what most businesses don’t appreciate is that design can deliver varying levels of success. So what does real design success look like? How can Estonian businesses become more effective in commissioning design? How can we maximise our return on design investment?
1. Design agencies that produce effective results talk about their work differently: they are able to rationalise what they do in terms of business metrics because they understand business despite usually being very small businesses themselves 2. Design agencies that produce effective work have a wealth of experience which may not directly be related to your area of industry but their success in the household goods sector for example, is easily translated to the furniture sector – it’s all about the way in which they work – and that enables you to have confidence in your chosen designers 3. Design agencies that produce the biggest business impact work hard on maintaining their client relationships – they will guide you through the process which can often feel very alien, particularly to entrepreneurs, enabling you to develop a relationship that will yield business results for years to come. If you invest in nothing else this year, make design count for you.
Deborah Dawton Chief Executive, UK Design Business Association President, Bureau of European Design Associations 2
Estonian Design Centre The Estonian Design Centre is the promoter and developer of the Estonian design field and gathers and distributes design-related information and know-how. The aim of the Estonian Design Centre is to increase the role of design both in Estonian business and the public sector by carrying out practical programmes for designers, companies, public sector and educational institutions. Estonian Design Centre also contributes in creating national policies of the Estonian design field. The mission of the Estonian Design Centre is to make design more visible, to promote design as value adder and to create an environment that is inspiring, innovative and cooperation focused. The Estonian Design Centre pursues the following goals: 1. Improving the design and business related skills of design bureaus and designers 2. Supporting the strategic use of design in companies and in the public sector, to promote innovation and the development of world-class trademarks 3. Marketing the design sector both in Estonia and abroad, to create a favourable environment for providers of design services 4. Supporting development of national design policies to promote the use of design through government regulations
The Estonian Design Centre offers the following services: • In-service training, workshops, seminars
Design, export and entrepreneurship-related trainings and workshops for designers, business people and the public sector.
• Consultations
Consultations in the field of intellectual property, project management, product and service development
• Support programmes for increasing the use of design in product/service development Disianivedur
• Network uniting Estonian design bureaus • IDE: workshops for schools • Tallinn Design Map • Monthly design newsletter • Publishing design-related literature and manuals For more information about the services offered by the Design centre, ongoing activities and about the Estonian design scene, visit our website at www.disainikeskus.ee, send us an email: info@disainikeskus.ee or call +372 631 1508 The monthly electronic newsletter (in Estonian) can be read and subscribed to at uudiskiri.disainikeskus.ee For more information about the services and products of the design agencies featured in the catalogue, use the search engine on the Estonian Design Centre website.
5. Contributing to the teaching of basic design principles and design process in Estonia’s general educational schools
The Estonian Design centre was founded in 2008 by the Estonian Academy of Arts, Tallinn University of Technology, Estonian Association of Designers, and the Estonian Institute of Design. 3
Design process Design is a process aimed at seeking out new possibilities and resolving problems. Design can help companies to create added value for products and services and thus achieve a competitive edge and stand out from other companies with their products both on domestic and international markets. The prerequisite for starting the design process is a need to change the current situation or to create new value. There are three major reasons for launching a design project: •
searching for and developing a new idea: coming up with a new business vision, seeking out a new business direction, creating a new brand, product or service platform, turning an existing business model sustainable or profitable.
•
developing a new product, brand or service: the project is launched to develop a new brand, product, service or a new product or service enhancement within an existing product or service family.
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improving an existing brand, product or service: the project is launched either to extend the lifecycle of a product or service or to correct flaws in a product or service that has already been introduced to the market.
In the first stage of the design process, the terms of reference are set out and the problem is described. In the second stage, it is time to tackle specific solutions, develop and test them. In the final stage, the implementation of the developed solutions starts.
1 Defining the project
2 The client brief
3 Selection of designer
Analysis
company company & designer
The design brief
4 Idea development
5 Testing
6 Execution
7 Implementation
designer
Broadly put, design projects fall into five major categories: product, service, communication, environment and business model design.
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1
Defining the project In the project definition stage, the company specifies what it wants to achieve with the project, i.e. what task it wants the designer to accomplish. In this phase, the resources necessary for carrying out the project are planned: • time is budgeted – when must the solution be ready? • human resources – who of the company’s employees will work on the project and in what extent, who has the right to make decisions on behalf of the company and what is the internal organization of the project implementation? • financial resources – includes the designer fee and costs for the project execution.
4–5 Idea development and testing Development of the idea begins with thorough analysis of the situation, in order to determine what customers need and whether this would be commercially viable and technologically feasible. On the basis of the gathered information, the design team develops new ideas and solutions, which provide the basis for sketches, drawings, schematics, simple mock-ups or stripped-down prototypes so that the best ideas can be selected. In the idea selection process, conformity to the project goal is important. The design team analyses, filters and evaluates the ideas and develops them further through prototyping and testing.
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The client brief The client brief is the basis for launching the design project. It consists of the company’s vision of the work being ordered – i.e. the terms of reference for the designer. The client brief must be sufficiently comprehensive and advance a clear understanding of the task ahead, but the goal should not be to compile a perfect set of stipulations where everything is predetermined. The client brief must include background information on the company, target group, competitors, market position, service / product specification, timetable and evaluation criteria. 3
Selection of designer On the basis of the client brief, the company starts holding negotiations for contracting with a design bureau. The catalogue/directory of design agencies compiled by the Estonian Design Centre can be a helpful resource in this area, providing a listing of design agencies for strategic, communication and industrial design as well as handcrafted one-off design. To launch the design project, the design agency conducts research which determines whether the task that needs to be resolved on the basis of the brief is the right one. Can this task be executed, and what choices are reasonable? Based on the research findings, the designer puts together a design brief , including the designer’s vision of the work that is to be done. This is a preliminary vision of what might be the end result. The design brief is the basis for the designer’s work and delivery of the outcomes. Thus the brief must be very carefully analyzed and one should be sure that it conforms to the company’s needs and requests. To launch cooperation, it is important to agree on intellectual property matters because the extent and means of copyrights also determine the fee for the designer.
Execution The final solution of the design project will be developed in the execution phase. At this point, with the idea already in place, the graphic technique, colours and other such aspects are selected. The end result of the execution phase is the documentation handed over to the client and the end result that conforms to the design brief. 7
Implementation The final value of each design project depends on how well it is implemented in real life. Before launching production, an evaluation must be carried out, so it would conform among other things to the questions of what the market situation is. The world may have changed; perhaps a new competitor is on the scene. Implementation also includes employee training in the use of the new design, informing customers, and analysis of customer feedback.
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contact Baas Disain mammut@baas.ee www.baas.ee Martin Rästa +372 518 3258
Baas Disain – graphic design and visual identity. Graphic designer Martin Rästa’s company Baas Disain focuses on graphic design and visual identity for cultural events. In ten years of activity, Martin has developed a distinctive signature style that has met with widespread acclaim both in Estonia and abroad. For Martin, a key criteria for accepting a job is that he believes in it himself and can build in honest rapport with it. Martin proceeds from the principle that design is a way to bring order and structure to the world. What sets him apart is the courage to break from mainstream marketing traditions. Baas Disain’s competence is broad: from developing corporate identity, layout and print preparation, to illustrations, printed materials and website design.
team Martin Rästa services Information and graphic design Design and printing consultation clients Tallinn Philharmonic Society Estonian Drama Theater Architectural Publishing House Solness Lääkärikeskus Ars & Medicus Oy IMAR – Institutio do Mar, FCT/UNL – DCEA languages Estonian English
6 Communication and graphic design
Graphic style for Memokraat.ee Memokraat blog is a media environ ment that covers themes that it’s founders feel have not met with enough media attention from society. Martin’s goal was to come up with a graphic style for Memokraat that allows it to stand out from mainstream media channels in Estonia and reflect the blog’s mind-set, without turning off any readers. The new logo and design allowed it to become a completely original media channel that seems fresh and reliable as an information channel.
Graphic identity for Birgitta Festival Birgitta Festival is an event that focuses mainly on classical music. Held in the historic Pirita convent ruins, it was important for the client that the graphic identity be integrated with the convent ruins with their striking silhouette so that it would be distinctive from the “Old Tallinn” image already colonized by others. The other purpose was to integrate the festival program into a whole – opera, ballet, classical and jazz concerts had to serve as a logical, inviting sequence in the program, newspaper ads and posters.
Graphic identity for Eksperimenta! Eksperimenta! is an art event that offers school-age children the opportunity to show their art work at an international triennial. In creating a graphic identity for Eksperimenta! as well as applying that identity in various media, the graphic design could not overshadow the art event itself. The aim was to frame the various materials as a whole and be effective for target groups with very different cultural backgrounds – organizers, participants, curators, authors and exhibition visitors.
Baas Disain 7
contact Brand Manual Roseni 7C-IV 10111 Tallinn, Estonia index@thebrandmanual.com www.thebrandmanual.com J. Margus Klaar +372 509 4129
Brand Manual creates enduring brands with a strong product or service at their core. Founded in 2009, Brand Manual is in the business of branding and service design. We provide consultation to companies in defining the competitive edges of products and services: we get up to speed with our client’s business and entrepreneurial environment, and then add what we know about consumers, their motives, values and desires. Thus Brand Manual helps to give more depth to the client’s business plan, whether it is a physical product or service. Brand Manual’s goal is to make a product or service so good that con sumers start enjoying it and recommending it to others. The company’s four partners, all of which have 15 years of experience in the advertising and design business, provide inspiration for business ideas that prove their worth by going resolutely against the grain. We prefer long-term cooperative relationships and challenges with international potential. Our company has worked with projects and customers aimed at markets in the US, Britain, Canada, Russia, the Continent and Central Asia.
team Markko Karu Dan Mikkin Kaarel Mikkin J. Margus Klaar services Service design Information and graphic design Branding Consultation clients Prisma Dunker ParkNOW! NOW!Innovation ESC Global Security TravelSim Baltic Beer Co (London) Ltd SEB Rautakirja languages Estonian English Russian Finnish Swedish German
Bytelife Bytelife is a company that creates virtual infrastructures for banking and telecommunications companies. Bytelife was having difficulty making a mark with new customers as they were not a known quantity. The “Branding ABC” training and development day we organized resulted in Bytelife getting a precisely defined customer segment and human understanding of how their company generates greater value added for its customers. We articulated Bytelife’s corporate pledge as "We cover force majeure. Insurance takes care of the rest.” On the basis of that pledge and positioning, we created an updated visual identity and sales materials for the company and developed guidelines for further marketing activities.
8 Communication and graphic design
NoBananas NoBananas changed the way seasonal fruits and vegetables are sold in Estonia outside supermarkets. With a clear and humorous identity, comprehensible sales concept and counter architecture (Vaikla Disain), No Bananas became an instant hit. One innovation in berry sales are portion cones, which gave shoppers the chance to snack right away and allowed NoBananas to be visible outside the sales counter. People found out whose strawberries they were buying and this encouraged loyalty.
Synerall Synerall is an energy consumption management web service that was developed so that energy companies on the German and Scandinavian market could provide better customer service for customers. Our job was to make the technical opportunities desired by customers and the specific needs of energy sellers understandable to end users in the form of an easy to use web environment. Synerall is now able to offer a temporary electricity agreement, allowing consumers to plan ahead so that their peak needs fall in periods with a lower load and gives customers a precise overview of how much they consume and how they could conserve energy.
Brand Manual  9
contact DF OÜ Pärnu mnt 154 11317 Tallinn, Estonia +372 650 3810 tallinn@df.ee www.df.ee Kristjan Jagomägi +372 503 0554 kristjan.jagomagi@df.ee
DF is an Estonian design firm. We help organisations design new and enhance existing brands, products, services and processes. 20 years ago DF started out in Tallinn as a graphic design studio. Since then it has expanded into many fields of design, with the team creating strategies and platforms for brands, products, services, communications and business processes. Headquartered in Estonia, the team works with (and within) businesses and organisations operating in the Baltic States, other EU Member States, Russia and the CIS countries. In addition to design, DF provides services for organisation development, design and innovation training for cross-functional leaders and coaching for business units and executive management. All projects are led by our core team, who boast more than 20 years in the business. They are experienced professionals who have a background working with experts from different business areas and cultures. The accompanying illustrations feature some of the graphic design work carried out by DF Identity Matters & Visual Affairs. A number of these have been showcased among the best contemporary graphic design at such exhibitions as the Brno International Biennial of Graphic Design, the Golden Bee in Moscow and the Lahti Biennale. Over the years DF has been a reliable partner to many companies renowned in Estonia and further afield. Working with them, we have developed company insignia and packaging designs and created and implemented trademarks, brands, product series and even entire businesses.
10 Communication and graphic design
team Projects led by DF’s core team Compact and mobile Cross-functional extended project teams services Strategy planning and consulting Development of products, brands and services Graphic design and visual communication Design leadership and project management Executive training and coaching clients During its years of operation DF has been a strategic partner in the field of design to around a hundred different companies and organisations. We have worked in a number of fields and countries over the last 20 years, and with a wide range of companies in different business sectors – from one-man operations to international groups. languages Estonian English Russian Finnish
In 2011 the DIY products and packaging we designed for Baltic Fence, a small producer operating in Türi in Estonia, also received recognition The compact packing solution enables all of the details that make putting it together so easy to be added to the packaging without wasting any space – from screws and hooks to entertaining assembly instructions. The design has been registered and has been rewarded for its environmental friendliness.
5th anniversary graphics for the Kumu Art Museum. 2011
DF has often been able to help out when it comes to publishing, too. We have designed books, newspapers and magazines and assisted in their publication.
“See you in the forest!” Visual identity projects for the State Forest Management Centre (RMK). 1999–2012
The visual communication designed for the Nordic Symphony Orchestra 1998–2012 The posters and the lettering we have created for the orchestra have been included in a number of exhibitions and publications showcasing the best of contemporary design.The posters have been named among the 10 best in Estonia and 10 best Estonian culture-related posters.
Visual identity for the Estonian Poisoning Information Centre. 2008
Penosil Brand strategy, naming, core identity, product graphics and packaging for the chemical building product brand. 2005–2009
Custom type & identity for the Creative Estonia program, which helps promote and develop creative industries in Estonia. 2009 DF 11
contact Graafikamari Kume 1 11218 Tallinn, Estonia marge@graafikamari.ee www.graafikamari.ee Marge Robam +372 5300 2207
Graafikamari makes graphic design, from designing printed material to creating corporate visual identities. The Graafikamari design agency’s scale is wide and diverse – designing books and magazines as well as typography, corporate and info graphics, adver tisement design, interior graphics, illustrations and calligraphy. Designer Marge Robam also organizes workshops for design and calligraphy. Robam bases her work on green thinking both in nature and the environment. She finds that good and clear visual communication is necessary on both the urban highway and a small forest path because design can influence the course of life.
team Marge Robam services Information and graphic design Visual identity Illustration Books, magazines and printed products Design consultation clients Kromo Disain Phototourism Centre of Estonia, Mooste vodka brewery Süda boutique Oksana Tandit Hanstep Estonian Handball Association Perinneleikit Karjalan Kuvalehti Voltveti training centre languages Estonian English Russian Finnish
Karjalan Kuvalehti design and layout Karjalan Kuvalehti is an 84-page magazine that is published four times a year. The client wanted to add more color and sparkle to the magazine’s design. When it comes to magazine design, it is important to create a whole unit from many different articles. Design and layout are fast-paced processes and require trust and a good mutual understanding from both the client and the designer.
12 Communication and graphic design
Logo for Kromo Design With opening a new showroom, the client also wanted an update of their corporate graphic identity. Graafikamari improved the symbol for Kromo Disain and created a logo whose color scheme matches the showroom’s interior. The corporate graphics are used as a 3D object on the showroom display windows, business cards, labels, the interior design and the company’s webpage.
Graafikamari 13
contact Identity Pärnu mnt 142a 11317 Tallinn, Estonia info@identity.ee www.identity.ee Egle Raudvee +372 683 2000
Identity works out brand strategies and visual identities. The Identity brand agency creates and develops successful companies and unique brands for export. During its 12 years in business, Identity has created more than 100 identity programs for companies and organizations, which include both small companies and large governmental organizations as well as international festivals. Identity’s basic values are being systematic and methodical – otherwise it’s not possible to be a strategic business partner for a company.
team Ionel Lehari Maret Põldre Kristian Paljasma Egle Raudvee Ants Lusti services Strategic consultation Development of brand philosophy and identity, consultation Corporate visual identity Packaging architecture and design Environmental design clients Bauhof Kalev Estonian Goverment Solaris centre IIZI Estonian Architecture Centre Mootor Grupp ERR Tallinn Technical University Port of Tallinn languages Estonian English Russian
Port of Tallinn Brand The aim was to make the Port of Tallinn the most daring and distinctive port in the Baltic Sea region. The port’s new positioning is expressed in their new slogan “The Port of Good News”, which comes from the fact that good news has been anticipated from the sea throughout the ages. Their idea’s visual expression became a symbol that combines both a “smiley” and an anchor and reflects the Port of Tallinn’s aspirations and values.
14 Communication and graphic design
Veronika Portsmuth’s debut record Veronica Portsmuth is a noted choir conductor, and her debut album’s content and the title “Kõikide järve kuu” is expressed on a visually minimalistic album cover. The multi-level graphic game with a moon motif, cleverly uses the CD’s silver surface and creates a harmonious and attractive result.
Visual identity of SEBE SEBE, Estonia’s leading bus company, suffered from their old logo being outdated and their visual identity needing renewal. The basis for the new visual identity is a motif of curvy and straight roads that is viewed from a birds eye view. The provocative color purple carries the flavor of the era and relaxed attitude. The SEBE brand stands out as a market leader with its strength and modernity.
Identity 15
The exhibition of the 20th anniversary of Estonia’s re-independence The exhibition compiled from the materials from the National Archives of Estonia was exhibited in Toompea, next to the Parliament building in the Governor’s Garden. The exhibition’s design idea was “open doors” that guided the viewer through the process of regaining independence through photo material placed in the contours of numbers. Figuratively speaking – by opening one door to freedom we saw the next door ahead, which was closed and waiting to be kicked open.
The visual identity of the Pluss architectural bureau Hidden in a symbol, the extra dimension that is visible from an angle emphasizes the spatial thinking common to architects. The black and white graphics speak of architects in their language. The outcome that is awarded feels precise and fresh, which is a fitting metaphorical description of an architectural bureau.
16 Communication and graphic design
The brand and visual identity for Solaris Creating the brand and visual identity for Solaris shopping centre was deliberately distanced from the historical building and from the mainstream location for malls. Aiming to emphasize the importance of the cultural events offered, the choice of the name was a homage to movie director Andrei Tarkovsky and the center was named after one of his movies, Solaris. The logo and graphic design manner were more sophisticated and discreet than the expected approach for shopping malls.
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contact Valge Veerenni 24 10135 Tallinn, Estonia jyri@valge.org www.valge.org Jüri Orgusaar +372 510 0993
Valge Graphic design, management of advertising projects and related counselling. The Valge Advertising Company deals with the graphic design of information products, and also develops and executes environmental and conference designs and exclusive business gifts. The Valge company cooperates with a specific circle of trustworthy partners. Together an idea for the customer’s project is made a reality. We also wish to help other creative companies with our experience and expertise and therefore provide counselling and financing to (startup) companies and raise (startup) capital.
team Jüri Orgusaar Aive Meos services Graphic design Service design Advertising-related project management Consultation and funding for start-ups in the creative industries clients Takeda/Nycomed Tallinn City Government Tallinn University of Technology Telema Inbio languages Estonian English Finnish
White flower pot-candy bag-lamp shade-... Our task was to design a multipurpose gift/sample souvenir characteristic to the Valge company. One thing was sure – the souvenir should be made of paper. We wanted to give paper a purpose different from its everyday function and create a beautiful and well-designed, but at the same time practical consumer item. Feedback regarding our flower pot/candy bag/lamp shade has been positive. Its potential functions have turned out to be more extensive than expected – in addition to our ideas, it has been used for various other purposes, even as a geometry teaching aid.
18 Communication and graphic design
Campaign for Launching Controloc Control in Estonia The target group for the launcing of a new product of the Nycomed pharmaceutical company included both end users as well as specialists. The chosen campaign channels were the Internet, printed media and P.O.S. materials. We displayed the online banner using the smartAd advertising network which offers a great opportunity to choose click-based pricing. This ensures clear results for the customer. By optimising search engines the website www.controloc.ee was moved to the top of search terms. The campaign also included gift boxes, note pads and other paraphernalia bearing a special stamp.
Materials for Office of Foreign Academic Affairs of Tallinn University of Technology Our task was to update the visual communication language of the Office of Foreign Academic Affairs of the Tallinn University of Technology and develop new popular and youthful advertising materials. We executed the task by following such keyphrases as “internationalism”, “study and travel” and “learning and experiencing new things should be fun!” The result: both the customer and students as well as the designers themselves are satisfied with the new communication style.
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contact
team
Velvet Niine 11 10414 Tallinn, Estonia +372 644 4438 info@velvet.ee www.velvet.ee
Janno Siimar Mart Lankots Kristian Kirsfeldt Taavi Piibemann Kaarel Vahtramäe Jaak Peep Tim Martin Rainer Olbri Magnus Haravee Kata Varblane Lauri Pugast
Janno Siimar janno@velvet.ee
services
Velvet Design is a graphic design agency. We create meaningful things that also translate into tangible benefits, and offer these to those who are brave and believe in us. We use a design-centered thought process and methods derived from this process to develop each one of our concepts. We help our clients recognize new opportunities as well as create new ones. We focus on real needs, end users and their goals. In seven years we have completed 5000 projects and have been recognized with over 30 local and international advertising and design awards. Along with the new media agency Velvet Digital Paper, the photography studio Kliff and Klaus, the animation studio TOLM, the production agency studio Mardikas, the digital media agency Mekaia and the strategic design laboratory Velvet Labs, we are part of the Velvet Creative Alliance, a union of creative teams. We are Estonia’s only communication team oriented to B2B companies. As a result, we offer integrated solutions based specifically on our clients’ business logic. We turn bold ideas into functional and profitable solutions.
Strategic design consultation Communication design Brand strategy Graphic design Design management Print design Environmental design Interaction design Production mediation Product design clients Bank of Estonia Estonian National Museum Elering Ernst & Young Estonian Air NASDAQ OMX Tallinn The Estonian Informatics Centre Raidla Lejins & Norcous MarkIT Meiren Engineering Port Noblessner Paide Machine Factory Refonda TV3 languages Estonian English Russian Finnish
20 Communication and graphic design
The BAUA fair booth at the Tokyo World Conference of Architecture
Visual identity for TV3 News
Updated visual identity of Tallinn University of Applied Sciences, in cooperation with Sailinvest
NASDAQ OMX interactive information graphics
Red Legal law offices
Updated visual identity for Pärnu Conferences
Forss 20th anniversary photograph visual identity Velvet 21
Design for formula racer Antti Rammo
Port Noblessner’s visual identity stylebook
Visual identity for Alasti Kino
Buffalo Farm (EST) wine bottle label
Finestmedia visual identity
Estonian Interior Architects Union yearbook design and layout
Velvet Disain graphic identity
Design of an exhibition on caricatures of Estonian writers 22 Communication and graphic design
Unofficial meeting of foreign ministers of NATO in Tallinn, visual identity
Design for the travelling exhibition “Goodbye, Charlie!” on the 20th anniversary of the fall of communism
Visual identity for Luberg & Päts law firm
Updated visual identity for the Paide Machine Factory (Masinatehas)
Graphic design for the 2011 Chinese New Year events
Visual identity for Meiren Snow
Tallinn TV Tower logo
Interior graphic art for the ESA Creative Incubator Velvet 23
contact Annkris-Glass Veerenni 24D 10135 Tallinn, Estonia info@ak-glass.ee www.ak-glass.ee Anne-Liis Leht +372 5648 1121 Kristi Ringkjob +372 5656 6442
Annkris-Glass designs and manufactures objects using various glass melting techniques. Annkris-Glass is two glass designers – Kristi Ringkjob and Anne-Liis Leht – who design and produce custom-designed corporate gifts, awards, lights, clocks and other items. They also design, produce and market smaller product series. All Annkris-Glass products are hand-crafted and unique, but the company is also capable of completing large orders. To expand the boundaries of glass art and carry out complicated projects, Kristi and Anne-Liis engage in constant cooperation with representatives of other creative fields – metal artists, interior architects and designers. In addition to special orders and limited-edition serial runs, Annkris-Glass offers group courses and workshops in the field of sandblasting, engraving, glass melting and Tiffany technique.
team Anne-Liis Leht Kristi Ringkjob services Glass design Trophies and corporate gifts Lighting Jewellery Workshops clients Webmedia Port of Tallinn Tallinn City Office Defence Resources Agency Estonian Energy Sports Club Estonian Basketball Association Estonian Curling Association languages Estonian English
The Võrgutaja light series Our customer wanted a large-scale, eye-catching and exclusive light, uniting elements from nature and different glass forms. The biggest challenge in creating “Võrgutaja” was finding a suitable technique for making the glass and metal details. Later, the series was developed with floor and wall lights.
24 Product design
Loov Eesti corporate gifts Loov Eesti wanted something dignified and practical yet playful and colourful that would be based on their corporate symbols. What made the project special was the creative liberty and trust the client placed in us. On this occasion, the corporate gift that could be given to partners and customers at home and abroad was platters. They came in two different versions – one variety had a white background and the other, black.
AS Webmedia corporate gifts Webmedia had a rush order for a corporate gift based on the company’s logo. The item had to be unique, small in size, presentable and take into account the fact that most of the recipients would be men of different nationalities. In producing the gifts, we worked with jewellery artists who made silver details for the jewellery. Now the gifts have found happy owners and we have made new products for the Webmedia series.
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contact Iseasi Rüütli 18 10130 Tallinn, Estonia +372 676 6236 iseasi@iseasi.ee www.iseasi.ee Martin Pärn +372 5138791
Iseasi is a highly experienced multidisciplinary design company whose services range from design management in the product development process to industrial design and architecture. When it comes to our partners, we look for companies with wishes we can shape into long-lasting and successful solutions that make both the entrepre neur and people who use their products happy. Our team believes that mutual benefit and satisfaction from achievement are the only possible ways to success. As a result, we try our best to understand customers’ problems and create new, surprising and effective solutions that are based on understanding customers and possessing knowledge of the latest technologies and design techniques. Iseasi’s partners’ work experience includes medical equipment, electronics, machinery and equipment, bathtubs, furniture, public interior design projects and business design management consulting. Many of our projects have been widely recognized and have achieved acclaim from international competitions such as Red Dot, the Adex Award, Braun Prize, Bruno and the European Design Management Award.
team Martin Pärn Edina Dufala-Pärn Sven Sõrmus Pent Talvet Kaspar Torn services Product design Interior architecture Design management consultation clients Cleveron Extery Kitman Konesko Logmatic Moormann Thulema Varul languages Estonian English Russian Finnish Hungarian
Control panel for Cleveron’s parcel terminals Iseasi created a complete control panel solution for Cleveron’s parcel machines in Finland – fresh and user-friendly esthetics and simple and fast operation. The project had a very tight timeframe, but we also arranged product prototyping for the client. The result was an order for establishing a parcel terminal network covering all of Finland. (www.cleveron.eu)
26 Product design
Tava The urban and outdoor furniture brand Extery is one of Iseasi’s long-term clients. Our collaboration functions on very many different levels ranging from consulting on the strategic use of design to designing new product groups. Extery’s newest bench set, Tava, is another step towards a diverse product portfolio that can accommodate different city spaces. (www.extery.ee)
Lodelei clothing wardrobe rack Moormann is an internationally known and distinctive furniture producer in Germany whose products are characterized by uncompromising conceptual quality and an astonishingly simple and surprising approach to everyday furniture at home. Lodelei combines wood and textile into an innovative and practical wardrobe. (www.moormann.com)
Wind turbine Tuge 10kW, 20kW The design of the body for AS Konesko wind turbines creates a common/familiar visual identity for the Tuge product family.
Iseasi 27
contact
team
Keha3 Soo 4 10414 Tallinn, Estonia keha3@keha3.ee www.keha3.ee
Ville Jehe Margus Triibmann Pavel Sidorenko
Margus Triibmann +372 502 1292
services Design management Environmental design Product design clients Architecture bureaus, construction companies Real estate companies Design boutiques Privat customers
Keha3 designs furniture and lights both for indoors and out. Keha3 is a design bureau that has extensive experience in designing and pro ducing furniture and lighting for public spaces. Keha3’s design language is based on industrial esthetics and they use technologies and materials that have been proven and tested in the industrial field. Keha3 follows the principle that the product has to last and get better with age. Keha3’s strengths are low product development expenses and a wide sub contracting network. Keha3 applies a business model where the design bureau is the product developer as well as the owner and seller. That allows the design company to direct all of its energy to developing the product.
Buoy The Buoy light came about due to the need for a portable and durable light that could be used both indoors or outdoors. Buoy can be mounted on the wall of a building, placed on the corner of the garden, put on the quay or fixed to the pole. A waterproof version, Sea Buoy, is also available. 28 Product design
languages Estonian English Russian Finnish
Branch Branch is a streetlight for lighting light-traffic areas and courtyards. The elements of the lighting fitting can be freely directed with a joint, enabling the lighting of roads, surrounding buildings and other objects. Branch streetlights can be seen around the Eha street apartment complex in Pärnu.
Tulip Fun Fun Tulip Fun Fun is an elastic and secure bicycle rack suitable for different sizes and types of bicycles. The ranks of bicycles parked on the rack can be a design element in themselves, adding partitions and artificial barriers to the urban environment.
Keha3 29
contact Kromo Disain Roosikrantsi 8 10119 Tallinn, Estonia info@kromodisain.ee www.kromodisain.ee Anzhelika Torn +372 516 4040
Kromo Disain offers interior design services, consultations and product design. Kromo Disain consists of two designers, Marko Uibo and Anzhelika Torn, both of whom have extensive international experience in the field of interior design. The designers have done a number of major interior design projects and successful examples of product design. In the future, Kromo Disain wants to put a greater emphasis on product design and development. In May 2011, Kromo Disain opened an interior salon on Roosikrantsi tänav in central Tallinn, where besides furniture and interior design services, custom designed furniture, interior finishing materials and other furnishing products and the work of Estonian designers are on sale.
team Anzhelika Torn Marko Uibo services Product design Interior design Design consultation Environmental design Custom furniture and interior details clients United Motors Hardmeier Viherpalu Manor Buen Provecho Husqvarna Eesti Intrac Eesti ACNielsen Eesti Pernod Ricard Estonia Fort Holding Kulbert SIA Autohalle languages Estonian English Russian Finnish
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KMK33 kitchen furniture This series produced in cooperation with AS Arens Mööbel is primarily meant for smaller spaces. The usual proportions have been modified so that drawers, cupboards and kitchen equipment that are constantly used are at a comfortable height and at an optimum distance from each other. They decided to get rid of the space-wasting base plate underneath the refrigerator and the lesser-used cabinets.
The AS United Motors centre in the Peetri suburb of Tallinn The car centre’s interior design project covers a new car showroom, a body work complex, car wash, tyre repair shop, various warehouse areas, office space and areas for personnel. Different from the general concept for BMW Group, which calls for an open space with extremely clean contours, we added veneered partitions to the sales area, as Estonians are used to closing contracts without prying eyes. The ventilation system and furniture were custom designed. Kromo Disain 31
contact MELIORAD Lemmiku 20A 10911 Tallinn, Estonia info@meliorad.com www.meliorad.com Ingmar Melioranski +372 5661 4990
MELIORAD – creative ideas and novel solutions. MELIORAD design agency has longstanding experience in strategic develop ment and research both in product, service and environmental design and architecture. The products and environments created in the course of turning clients’ dreams into reality have appeal and vitality and are viable and profitable. The MELIORAD team’s thorough knowledge and technical competence allow engagement of new technologies and creative techniques in design and architecture projects. For instance, use of rapid prototyping has sped up development besides making them more effective. Above all, MELIORAD seeks to collaborate with motivated and enthusiastic teams from the idea development and research phase to trials and perfecting of the end result. International experience and a wide network of partners allows MELIORAD to execute bigger projects.
team Martin Melioranski Ingmar Melioranski Ruth-Helene Melioranski services Product design Architecture and urban planning Design and architecture research and consultation Environmental design clients Alfred & Partners EARent Columbia University GSAPP languages Estonian English Russian Finnish
Martin Melioranski’s experimental study of a landscape-like bridge-building in Narva-Jõesuu The 1:1000 model of the Ingeri bridge was on display at the Tallinn Architecture Biennale exhibition 11 Flirts in 2011. 32 Product design
The Estelon Model XA Diamond speakers developed for Alfred and Partners have won international acclaim from audiophiles thanks to their fidelity and design. A special marble-based composite material allowed the designers to create a freeform shape and thus close to ideal acoustic properties. The end result of the designers’ work: a precise computer generated model on the basis of which the casting of the speakers to be die-cast was milled.
Estelon Model XC speakers are perfect for a living room stereo system thanks to their compact shape. If paired with the larger XA speakers, they can be part of a multichannel home cinema system boasting near-perfect audio reproduction and, thanks to their sculptural form, clearly distinct from traditional speaker aesthetics. MELIORAD 33
contact Taikonaut Gonsiori 34-4 10128 Tallinn, Estonia info@taikonaut.ee www.taikonaut.ee Veiko Liis +372 508 3527
Taikonaut designs future-oriented and ecologically sustainable products. The portfolio of the product design company Taikonaut contains electronics and medical equipment, furniture and household items. The goal of Taikonaut’s design process is to create a product that would take into account user needs and various use scenarios, with the beauty of form being the final stage of the process. Taikonaut’s designers proceed from the consideration that the products will be used by future generations. The company unites design, engineering and experimental development competences and experiences. Besides product design, Taikonaut offers 3D visualization, modelling and prototyping service.
team Veiko Liis Marko Ausma Kristiina Tuubel services Industrial and product design 3D visualization Production of prototypes clients FoldPlast Hardmeier Landscaping Department of Tallinn City Centre Administration Smartdust CAVIAR Productions 4ROOM Usesoft Tegume Defendec Kaarkatus Brilliant Marketing Communication languages Estonian English Finnish
Soldier’s furniture Based on the furniture used in Estonia’s Defence Forces, Taikonaut and partner Ten Twelve designed products that would be more reliable and comfortable than the existing ones and would comprise a standard solution. As a result of our work, furniture working drawings and 3D visualization were completed.
34 Product design
Hangar with an arched roof Our client wanted to introduce its technology for building arched roofs using a specific example that would show off the possibilities of the technology. We planned the hall in cooperation with the company Kromo Disain not as an architectural solution but a standard product, the target group for which was various smaller manufacturers that need office space, warehouse or production facilities.
Parking clock We were approached to design the exterior of a parking clock based on technology devised in Estonia. The form was to be as small as possible and fit in well with the interiors of many different cars. It was also important for the installation and use of the clock to be comprehensible for everyone. The design had to take into account the needs of the various markets and allow the product to be aimed at different countries. We worked closely with electronics firms and companies Kromo Disain and Ten Twelve to develop the solution. Comment from Tegume OÜ/ Märt Pikkani: “As a startup, low production costs were important for us – the design concept took this into consideration and as a result of minimizing the amount of necessary moulds, it was easier to launch production.” Taikonaut 35
contact Ten Twelve Narva mnt 9a 10117 Tallinn, Estonia info@tentwelve.ee www.tentwelve.ee Evely Kasemaa +372 5663 0001
Ten Twelve combines product development, product design and graphic design. Ten Twelve, which unites five designers with an international background, helps their clients to increase service capacity or competitiveness by combining their skills in product development, graphic design or in product or service design. Ten Twelve offers solutions that satisfy client’s long-term goals, take into consideration their business model and values and meet the demands of the companies’ target groups. Ten Twelve has created a strong cooperation network that enables other specialists of their field from Estonia and elsewhere to be involved in the projects if needed. Ten Twelve has created furniture, logos for companies, graphic solutions and complicated technical equipment and product lines that are sold in Estonia and in other countries. Defendec tracking device Ten Twelve designed a tracking device for surveillance of borders, oil pipes and other infrastructure, in cooperation with the border guard as a contract from OÜ Defendec. The device had to be as compact as possible, meld into different environments (forest, city, desert, rocks, bodies of water), be highly waterproof and withstand vandalism and theft and also be easy and fast to install. As a result a test model line of the device was tested and marketed in 2011 in different European countries and now it is ready for mass production.
team Jukka Halttunen Tarmo Härmaorg Emmanuel Meslet Evely Kasemaa Margit Lillemaa Lotta Ojaver Lauri Hirvesaar services Industrial and product design Information and graphic design Environmental design Service and experience design Design and product development consultation clients Defendec Isku Sokos Hotel Viru Tiedekeskus Heureka MariMils Wallius Möve Pioneer Engineering Group languages Estonian English Russian Finnish Swedish German French
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Wallius welding device Ten Twelve developed the industrial design solutions for Wallius’s next generation welding devices for Wallius Hitsauskoneet Oy. We modernized the product but kept Wallius’s trustworthiness, strength and reliability. At the same time we reduced the material expenditure and the amount of details. The device’s manufacturing and sale is planned for 2012. Feedback from Wallius’ key customers and resellers found the pre-series models to be a noteworthy advance compared to the previous product generation.
Ten Twelve 37
contact KO! Aasa 7-3 10122 Tallinn, Estonia info@k-o-i.ee www.k-o-i.ee Kärt Ojavee +372 526 5956
KO! makes textiles with unique and clever designs. In KO! textile design company, creation and production of high-tech and brilliant design and smart solutions are combined. Textile designer Kärt Ojavee is surrounded by a team of specialists from different fields – design, science and business. Cooperation takes place with international universities and science centers. What differentiates KO! from other textile design companies is high-tech solutions – products such as a ringing pillow, bed linens that wake up with you and a pillow that lights up when it is hugged. The newest electronic solutions can be found in KO!’s products. In addition to the home environment, KO! has also produced textiles and objects for public spaces. Interactive textiles can be used in hotel lobbies and also in schools for special-needs children, where such products function as study and aid appliances. KO! is open to cooperation and possible custom orders.
38 Clothing and textile design
team Kärt Ojavee Madis Matsina services Textile design Design of soft electronics, technological solutions clients Design boutiques Interior architects, designers languages Estonian English Russian
SymbiososO The aim of the project was to produce new interactive material for waiting rooms. In cooperation with Eszter Ozsvald a hybrid material was developed in 2009, allowing animated patterns to be programmed into it. This material can be used as a rug, wall textile, furniture covering or pillow. As of 2011 SymbiosisO was in the prototype stage and showcased at many international exhibitions specializing in innovative materials used in architecture and design.
Pillowhugger Pillowhugger is Ko!’s first interior textile collection and consists of luxurious bed linen sets and interactive couch pillows that change their patterns and color with light. Different patterns of moss appear on the surface of the textile with sunlight, the intensity of the color depends on the strength and movement of the daylight. Couch pillows that seem ordinary at first sight conceal light and patterns that appear only in darkness – it is possible to switch it on and off with a soft switch inside the pillow. Pillowhugger was chosen for the exhibition “ÖÖ – Was it a Dream” in Stockholm, the Techtextil exhibit in Frankfurt and in the Icelandic design festival DesignMarch in 2011. In autumn 2011 the collection went on sale in design shops in Estonia and the rest of Europe. KO! 39
contact Konstruktor Kadi Adrikorn +372 5648 5246 kadiadrikorn@hotmail.com
Konstruktor helps to bring the imaginative ideas of fashion designers to life through technical design. The design office Konstruktor, which develops patterns and clothing models, is a key link in the process of the birth of clothing or a collection. Technical designer Kadi Adrikorn designs and constructs ideas, concepts or drawings into real collections. The collaboration helps to transform a vision into a pattern that is carefully thought through in terms of concept and technology. Konstruktor works mostly with women’s clothing, but it also does clothes for men. The strength of Konstruktor is that thanks to its constant rotation of projects, the designers never get stuck in a rut - new ideas and resourceful solutions constantly arise. In addition to technical design and execution, Konstruktor can also help with organization and management of the production process.
Costumes for the TV series IT-planeet In cooperation with the costume artist Liisi Eesmaa, we made costumes for the lead characters in a ten-part TV miniseries produced by Nafta Films. The plot necessitated an extraterrestrial style that would withstand the long, harsh shooting period in the winter. 40 Clothing and textile design
team Kadi Adrikorn services Technical clothing design Technical design consultation Production management clients Tallinn Dolls Liisi Eesmaa Karolin Kuusik languages Estonian English
Tallinn Dolls Tallinn Dolls is a young and developing clothing brand whose designers needed support for making a collection happen, from drawing to finished product. Between this was a long model development process: making mock-ups, designing the patterns, finding the right technology, talking to manufacturing enterprises etc. Tallinn Dolls is already taking its new collections to international markets.
Collection “Kolmlõige” The Kolmlõige collection, designed by Liisi Eesmaa, Aldo Järvsoo and Tanel Veenre, was one of the highlights of the 2011 Tallinn Fashion Week. Costume artist Liisi Eesmaa’s part was produced in collaboration with Konstruktor, which allowed the models to be developed much faster than the artist would done herself. In addition, complicated technical design solutions were more carefully thought-out thanks to the involvement of Konstruktor. Konstruktor 41
contact Kristina Design Suur-Karja 2 10140 Tallinn, Estonia kristinadesign@mac.com www.kristinadesign.ee Kristina Viirpalu +372 5394 8342
Kristina Viirpalu designs and produces garments for women. Fashion designer Kristina Viirpalu designs and sells clothes and accessories for women as special orders and in small series under her own trademark. There are autumn and winter coats, elegant cocktail and evening gowns and also a colorful collection of accessories that consists of stockings, panty hose, knee-high socks, socks and hand-embroidered stockings – all Kristina Viirpalu originals. Kristina respects traditions and modern feminine styles and her clothes combine vigorous cuts and art deco color pallets. Most of the products are unique or produced in small series. To guarantee the products’ highest quality, production demands time and skill.
team Kristina Viirpalu services Design and marketing of women's clothing and accessories Creation of customized clothing clients My o My Ajatar languages Estonian English Finnish Spanish
Serialized coats, that are produced in Estonia get their final touch with hand-stitched embroidery, pearls and lace. As a result the products maintain their uniqueness and individuality.
42 Clothing and textile design
Kristina Viirpalu’s patented stockings and coats have also gained attention abroad Successful sales of her collection have started in the Finnish market – coats and stockings are being sold in Helsinki and boutiques elsewhere in Finland. Her stocking products are available in Austria and soon in Germany.
Kristina Design 43
contact mare kelpman textile studio Mare Kelpman + 372 511 8947 info@marekelpman.eu www.marekelpman.eu
mare kelpman textile studio – producing textile designs, innovative clothing and interior design accessories. The mare kelpman textile studio’s has a wide range of specialities: you can find laser-cut window textiles and room dividers, three-dimensional woven textiles, glow-in-the-dark curtains and pillows and laser-cut jewelry. Traditional Estonian ornaments and techniques combined with modern materials and technology were used in the creation of the textile studio. The designer often tests new and innovative materials and techniques and is inspired by interesting textile materials and situations or problems that require inventive and practical solutions. Mare Kelpman sells interior design and clothing accessories under the “kelpman textile” trademark, and also offers textile design and consultation services.
team Mare Kelpman services Textile design Design and textile material consultations Design and manufacturing management of small series clients Stockmann Estonian Design Centre Interior architects Privat customers languages English Russian Finnish
Beach blanket UV sensitive dotted fabric becomes flowery when the sun is very active, indicating the sun’s excessive intensity.
44 Clothing and textile design
Winter Flower Collection The Winter Flower Collection is a quality and warm accessory collection with a Nordic aura. It is suitable for winter or cool summer evenings. The collection, made from quality wool using a unique felting technique, has twice received an award in the prestigious Japan Textile Contest.
Embroidery collection The laser-cut fabrics were inspired by the embroidery created by our ancestors. The fabrics can be used as room dividers, curtains, roller blinds and decorative elements.
Hula Hula jewelry collection The aim was to create light textile jewelry that is easy to wear and suitable for travel. Necklaces and earrings were created using different materials, colors and design solutions. Customers have given this collection positive reviews. mare kelpman tekstiilistuudio 45
contact MOOKI Köie 1A-10 10415 Tallinn, Estonia www.mooki.ee Annike Laigo +372 5668 6772
MOOKI was establishd by Annike Laigo and Merilin Kruusel in 2011 with a great love for the rugs. MOOKI makes its mark at the cutting edge where industry and craft meet. The production methods vary from ultra modern to low-tech. Annike and Merilin are using design, quality and flexibility as key weapons of competition. Our design is based on original yarns designed and produced by us and for us. We are fully aware of what we want our rugs to be. MOOKI’s first collection features a wide variety of traditional design references, materials and textures – framed by a contemporary design approach to create unique rugs that will enhance any interior.
team Annike Laigo Merilin Kruusel services Textile design and product development Design and production management of small series Production of prototypes and product samples Competencies in hand tufting, hand- and digital weaving technologies clients Inspira languages Estonian English Russian Finnish
46 Clothing and textile design
Virge Viertek
The MOOKI rug collection uses traditional craft techniques alongside modern technologies. Much attention is devoted to details, material selection and colour combinations. The colours and textures radiate both a retro ambience and ultramodern sensibility, with references to both modernity and the past. The selection of materials and the technical quality of the products give these products a long lifespan – the designers wanted to create rugs that last generations, are suited to different interiors and become more valuable with age. They succeeded.
MOOKI 47
AAA Legal Services Tartu mnt 16 10117 Tallinn
Ph: 6605910 Fax: 6605912 aaa@aa.ee
Almar Sehver Partner, trademark attorney almar@aaa.ee
The design is playing more important role in today’s world. Companies feel that functional and beautiful products are more attractive to consumers and such products are therefore more successful on the market. Industrial property offers varies of possibilities to protect own creations, to summarise: • • •
Invention to protect technical solutions of a product or a service Design to protect the appearance of the product or service Trademark to protect the name of the product or service
The industrial property protection is based as a main rule on registration and registration in each country or territory, where legal protection is needed. In the case of lack of registration, the protection is extremely limited – for example the unregistered European Community Design right for limited period against copying of the design in Europe, and unregistered well-known trademark protection in the countries where the well-known status is established. Copyright is offering a support to the registered industrial property rights, this is especially in the field of design, but relaying solely on copyright may turn out being not sufficient enough and in addition the protection offered by copyright against imitations is less than the one granted by registered European Community design. Today every design could be protected and this does not depend on whether it is a high end design or not. Based on the European Community and WIPO international design registration possibilities, there are reasonable ways for international protection of design. Cheap and fast is Community registered design (RCD), which gives protection in all European Union member states and gratnts protection to the outer appearance of a product. RCD is registered for 5 years and if needed renewal is available until 25 years end term. In this regard it is crucial to point out that delays in applying for design registration may result in its annulment. From the last court practise the most expres sive example is a case involving well-known CROCS foot wear, where final decision has not been issued yet, but until it has been found that more than 1 year delay in filing 48
Mikas Miniotas Trademark attorney mikas@aaa.ee www.aaa.ee
the design application results in annulment of the design registration in EU (Holey Shoes Holding Ltd. vs Crocs, Inc., OHIM, Board of Appeal, 26.03.2010, R 9/2008-3):
It is important to point out that the RCD protection extens not only to the copies, but also to the product having similar overall impression and is thereby very effective instrument to protect your design. Recently has come to the public attention the dispute between Apple and Samsung where Apple obtained preliminary injunction against Samsung to market the Galaxy Tab 10.1 in whole European Union. Apple filed an action with German Düsseldorf court with request to terminate the Galaxy Tab 10.1 marketing based alleged infringement of registered iPad design of Apple. The injunction has been limited from legal point of view and injunction is valid in Germany (Düsseldorf court civil board’s 09.09.2001 decision in case 14c O 194/11). From the point of view of a design it clearly demonstrates how effective and influential the RCD could be in fight against marketing product with similar overall impression:
Industrial property is thereby important tool to protect intellectual property and innovation. Often the relevant registration works as insurance to keep competitors refraining from misuse of your creation, but when necessary it gives effective tool for protection of your rights.
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Where ideas and art meet www.008galerii.ee / 008@008galerii.ee Rävala pst 7, 10143 Tallinn Estonia info: 3726676670
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tower Gallery and Project Room
Müürivahe 58, 10146 Tallinn Estonia munkadetagune@gmail.com
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www.artun.ee/teenused www.artun.ee/services
Koostöövõimalused Eesti Kunstiakadeemias www.artun.ee/teenused Co-operation opportunities offered by the Estonian Academy of Arts www.artun.ee/services yhteistyön mahdollisuudet Eestin Taiteiden Akatemian kanssa www.artun.ee/services Возможности сотрудничества с Эстонской Академией Художеств www.artun.ee/uslugi
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www.design-engineering.ee
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How to benefit from the creative industries? Our neighbours in Scandinavia are celebrated for design products that exemplify Nordic minimalism. Helsinki and Finland are full of various boutiques, selling Finnish fashion, jewellery and furniture. And the main shopping street of Copenhagen Airport always features an outstanding exhibit of Danish design. These countries are confident in showing their designers’ work and there is no shortage of clientele, as the overall awareness of design is high. The creative industries in general – and design in particular - are becoming an increasingly important source of increased competitiveness, be it products or services. In 2011, Estonia was one of Europe’s leaders in economic growth. The success stemmed from export, which recovered quickly after the crisis. Keeping the future in mind, all of the institutions that analyze and govern Estonia’s business environment have emphasized that the export capability of Estonian companies must be increased and strengthened. With this in mind, an array of support measures have been established.
Export potential will certainly be leveraged by design of products and services. One key to the success of a manufacturing enterprise has been to include designers in the process of developing products and services, and – in more recent times – at the company’s management level. You don’t have to look far for good examples. Almost everyone has heard of Iittala (Finland) glass or IKEA (Sweden) furniture. Among Estonian examples, Balteco and Krimelte’s progress should be highlighted when it comes to advances in use of design management. These companies are well-known and recognized in markets both at home and abroad. Other companies that deserve to be mentioned are the design agency Velvet and the café Supelsaksad, which were nominees for the 2011 DME – Design Management Europe – award. There are unfortunately still very few examples of good cooperation in Estonia. Companies’ awareness of collaboration with designers is low, although some positive developments can be noted. The low level of cooperation between the creative industries and traditional business is not just a problem in Estonia, of course; it is seen elsewhere as well. Yet these two worlds speaking different languages could achieve great results and noteworthy success if they worked together. Estonian companies and designers are certainly capable of learning from others’ experiences and skilfully applying what they have learned. To obtain the maximum benefit for the creative industries, there must be fundamental supportive decisions made at the government level – and past successes should be used as a role model.
Eva Leemet Chief Executive, Loov Eesti (Creative Estonia) 54
Disainivedur Design takes business to a new level
Introduction and the big picture Design is a term that has been analyzed in various ways ever since it was first coined. Recently the word conjured up an image of an attractive chair, glamorous catwalk or luxury sports car. Design was considered a field controlled by men wearing artsy glasses with black frames, who talk of things that go over most people’s heads. Today people’s views are changing and the concept of design has become much broader, even on the everyday level. There are many spin-off phrases that incor porate the term “design.” What's behind it? Humanity has left agricultural and industrial social structure behind and has even left the information society and is heading into a new conceptual era. It is an age where mere management of information is not enough for running a successful business. The prerequisite for success is now ideas from different fields and the capability of seeing connections in the big picture, and the skill to integrate them into a whole and implement them in a networked world. Companies must have a visionary’s eye to see the future, and a designer’s brain to build it. Design has become the engine of the contemporary economy, and the embodiment and driver of business concepts.
What is Disainivedur ? Definition and objectives Disainivedur is a training and consultation programme aimed at the business community. Companies that undergo the programme have a better understanding of the possibilities of using design in creating and developing their products and services. Design is today a keyword for companies for raising competitiveness. Participants in Disainivedur aim for a clearer understanding of how to implement design in real life. Disainivedur: • supports business people in carrying out their aims with the help of design and opens up design’s potential for finding new opportunities to promote the busi-ness; • gives a more open-minded and generalized view of the design in the context of business as well as practical guidelines and tools for developing a company; • helps to understand design as a rational, controllable and measurable process, aimed at resolving problems and which is applicable in all company fields; • helps companies who are ready to apply design create a design brief and get to the point of having real cooperation with a design agency.
Some of the questions that Disainivedur can help answer: 1. How to create a functional and meaningful product or service? 2. What is the role of design in developing products, services and business models and generating value added? 3. How to implement design for increasing profit and saving on expenses? 4. How to use design for opening up new business opportunities, and for resolving and preventing problems?
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STARTER
SENSOR
“Why should I join Disainivedur program?”
“What are my needs and opportunities?”
MOTOR
MENTOR
MOOTOR “How could I use design?”
JOINING THE PROGRAM
“Could I use design more effectively?”
STARTING THE DESIGN PROJECT
2h
4 h (2+2)
12 h (5+2+5)
10 h
at the Design Centre
at the company
at the Design Centre / at the company
at the Design Centre
1–2
2–5
2–3
1–2
How does Disainivedur work? Structure Disainivedur is structured as a developmental journey, in which the participant looks for answers to questions, passing through four sequential parts. 1. Starter is an introductory seminar that introduces design and the possibilities of applying design based on domestic and foreign cases and explains the nature of the Disainivedur programme. Disainistarter answers the questions: “Why should a company think about using design and join Di-sainivedur?” 2. Sensor is an interview conducted at the company by a design manager and compact design diagnostics in the form of observation. The result is a report that maps out the use of design in the company and the readiness to increase it. Sensor answers the question: “What are the needs and opportunities of companies for using design?” 3. Motor is a practical seminar for 5–6 companies operating in different fields but with the same focus in the context of design. It helps to give an understanding of the design process, brief and reach the point where the design is actually used. Motor answers the question: “How to use design and with whose help?”
4. Mentor is an individual consultation programme with the aim of ensuring smoother and more effective design process in the company. Mentor answers the question: “How can design be better applied?” Who is behind Disainivedur? The Estonian Design Centre in cooperation with design managers who have longstanding experience in consulting for and managing design projects. The list of the design managers changes over time and can be found on the Estonian Design Centre website. How to join Disainivedur? For more information about the programme and registration visit the Estonian Design Centre website www.disainikeskus.ee Information line: 6311508 E-mail: info@disainikeskus.ee
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www.disainikeskus.ee