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CATALOGUE OF THE ESTONIAN DESIGN AGENCIES 2011


��������� Estonian Design Centre Kooli 7–4 10133 Tallinn, Estonia Tel. +372 631 1508 info@disainikeskus.ee www.disainikeskus.ee �������� �� Miina Saarna, Ruth-Helene Melioranski, Sirli Nõmm, Maris Takk �������� ������ Tiina-Ann Lias ���������� Premium Translation Agency OÜ ������� �������� Mikk Heinsoo �������� Adam ����� G-Print 130g / 200g �������� Ellington Trükiagentuur The publication is co-financed by the European Regional Development Fund under the Creative Industries Support Structures Development Program.


Design Excellence Estonia 2011

4–5

Annkris-Glass info@ak-glass.ee www.ak-glass.ee

glass design

6–7

ATLM Design / Mithio info@mithio.com www.mithio.com

clothing design

8–9

Baas Disain mammut@baas.ee www.mammut.baas.ee

graphic design

10–11

Brand Manual index@thebrandmanual.com www.thebrandmanual.com

branding

12–13

Graafikamari marge@graafikamari.ee www.graafikamari.ee

graphic design

14–17

Identity info@identity.ee www.identity.ee

corporate visual identity

18–19

Iseasi iseasi@iseasi.ee www.iseasi.ee

product design

20–21

Keha3 katrin@keha3.ee www.keha3.ee

product design

22–23

Konstruktor kadiadrikorn@hotmail.com

clothing design

24–25

Kristina Design kristinadesign@mac.com www.kristinadesign.ee

clothing design

26–27

Kromo Disain info@kromodisain.ee www.kromodisain.ee

product design

28–31

Leonardo Disain leonardo@leonardo.ee www.leonardo.ee

product design

32–33

Les Petites Disain elena@lespetites.ee www.lespetites.ee

design boutique

34–35

Loomelabor OÜ info@annikelaigo.ee www.annikelaigo.ee

textile design

36–37

mare kelpman tekstiilistuudio kelpman@gmail.com

textile design

38–39

Maris Lindoja Disain maris.lindoja@gmail.com www.lindojadisain.ee

graphic design

40–41

MELIORAD info@meliorad.com www.meliorad.com

product design

42–43

Naiiv / Lviira liina@lviira.com www.lviira.com

clothing design

44–45

Taikonaut veiko@taikonaut.ee www.taikonaut.ee

product design

46–47

Ten Twelve evely@tentwelve.ee www.tentwelve.ee

product design

48–51

Velvet info@velvet.ee www.velvet.ee

graphic design

Tallinn Dolls info@tallinndolls.com www.tallinndolls.com

clothing design

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Dear entrepreneur,

You’re holding the first design catalogue of Estonia, which, hopefully, will give you lots of inspiration and ideas for using Estonian design – which has always been known for its high level – for the success of your business. I recommend that Estonian entrepreneurs – being the main target group of this catalogue –take some time to study the creations of local designers and shortlist those considered for future cooperation. Designs that are wellconsidered and applied during the product development process will enhance the export capabilities and the power required in foreign markets. The state considers supporting the emergence opportunities of good design solutions, development of new technologies, establishment of infrastructure and changing legal environment as spheres of the utmost importance. We’re attempting to offer advantages for more successful operation of Estonian companies in domestic and international markets alike. I see the awareness of Estonian companies of the services provided by Estonian design sector enterprises, and what’s even more important, using these services, as a must. Design isn’t something to be employed in a company’s processes only to give its products gloss at the very end; instead, this should be a starting point for developing innovation in companies – and both at product development and service provision stages. Good design will allow products and services to be sold, created, produced and provided in Estonia at a competitive price and thus enhance Estonia’s position in global markets. Foreign entrepreneurs, having acquired this catalogue, are kindly advised to keep their eye on the works of Estonian designers. Higher education in the sphere of design has been organised, on the national level, since 1914 in Estonia. This has ensured the competence and recognition of this sphere during different regimes and has resulted in good solutions for simplification and diversification of our everyday life until today. The solutions suggested by Estonian designers and design bureaus have won a number of awards from several reputable competitions, like Red Dot, the European Design Management Award, Braun Prize, etc., to name but a few. This publication introduces the development and level of the Estonian design sector during a period when the use of design plays an important role for the development of the economy.

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The providers of the design services found in this catalogue represent the crème de la crème of this sphere and have already proven themselves in Estonia. However, lots of work can be found from foreign markets and this is where this catalogue should become handy. Today’s economic situation is ideal for Estonian design bureaus to increase the export of their knowledge and capabilities. Wishing you strength and success Juhan Parts Minister of Economic Affairs and Communication


Design Excellence Estonia

Design Excellence Estonia is the meeting place of the competences, opportunities and contacts of the Estonian design sector. This is where the best design bureaus of Estonia have gathered, being stronger and more diversified, and also more valuable partners for clients of design services, when acting together. For the clients and providers of design services alike, Design Excellence Estonia is a good opportunity for finding the best possible service from a single place. Today, Design Excellence Estonia joins 22 acknowl­ edged Estonian design companies, which offer the whole range of services available in this sector, being strong both in strategic, communication and industrial design and handicraft-based unique design spheres. Merged companies want to develop faster, acting together and focusing on joint marketing and penetrate foreign markets together. Most of the members of Design Excellence Estonia can today boast of either direct or indirect business in foreign markets. Very different markets of products and services, designed and shaped by the members of the platform, should be highlighted here: the US, Canada, Australia, Japan, China, Scandinavia, Germany, Austria, France, the UK, Switzerland, Holland, Spain, Portugal, Poland, the Baltic States, Russia, Ukraine, Bulgaria, Romania, Slovakia, Slovenia and the Czech Republic. Apart from English, Russian and Finnish, the members of Design Excellence Estonia are able to communicate in Swedish, German, Hungarian, Spanish and Italian. Experience with business in markets of such diversity definitely serves as acknowledgement of the potential of Estonian design in world-level competition. By supporting the export-oriented choices of the members of Design Excellence Estonia, Estonia has the opportunity to become a country known as a source of attaching real value to worldlevel products and services. Good design earns profit in economic, social and envi­ronmental terms alike. Professional designers and companies, focusing on product or service development aspects, are consistently working together to meet this objective. Design fuses creativity and ideas with the market, shaping them into practical and attractive offers for clients and users. Designers as well as entrepreneurs and appliers of design solutions will benefit from the outcome.

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design excellence estonia

Professional designers have been busy in Estonia for a number of decades and the number of companies applying design as a part of their business tool kit is growing in today’s economic situation. The point where these two worlds meet needs to be discussed: how could a good designer and a good client find each other and how could their cooperation lead to a successful product or service? Production companies and service developers will obtain contacts and design-related guidelines for the development of high-quality and successful products and services from Design Excellence Estonia. The purpose of the platform is to create synergy, open doors and thus increase the profitability of companies through these contacts. Design bureaus, having experience with business in foreign markets, are good partners for exporting Estonian companies. As we study, for example, the Chinese or Russian markets, we will see that a design bureau experienced in designing products or services for that specific market is a welcome addition to the team. We do have the potential to make Estonia known all over the world for good design, but we need to work hard to achieve this objective. From this catalogue you will find an overview of all the members of Design Excellence Estonia, with their contact information. I do hope that the success stories highlighted will give you new inspiration and will help you in making better choices. For additional information you’re welcome to contact the Estonian Design Centre by calling +372 631 1508 or sending an E-mail to info@disainikeskus.ee. Design Excellence Estonia has been operating since spring, 2010; the establishment of this organisation was supported by EE (Enterprise Estonia) from its development of creative industry support structures measure.


contact

services

clients

languages

Annkris-Glass Veerenni 24D 10135 Tallinn, Estonia info@ak-glass.ee www.ak-glass.ee

Glass design Trophies and corporate gifts Lighting Jewellery Workshops

Ergo Kindlustus Estonian Basketball Association Port of Tallinn

Estonian English

Anne-Liis Leht Tel. +372 5648 1121 Kristi Ringkjob Tel. +372 5656 6442

team Anne-Liis Leht Kristi Ringkjob

Annkris-Glass offers professional glass design services. Using various glass melting techniques, the company designs and creates original and unique glass items, such as corporate gifts, trophies, household items, light fixtures, clocks and jewellery. The company designs custommade items and also produces limited editions of its designs. The designers of Annkris-Glass believe that a handmade item is much more valuable than a mass-produced item. Therefore, the glass designs by Annkris-Glass are always high-quality hand-made items. This allows the designers to fulfil the wildest wishes of the client – the client’s budget is the only limit, because the designers’ imagination and inventiveness know no bounds. The team also works with metalwork designers, glassblowers, interior designers and other such creative people to create the best product for the client. Cooperation with Annkris-Glass designers is smooth, and consists of three stages. At first, the team defines the client’s vision and requirements, and negotiates a price range. Next, the designers draw sketches, test the materials and create the prototype. Once the client approves the prototype, the company will produce the one-off item or limited edition. The whole process takes about one month, depending on the nature and requirements of the specific project. In addition to designing custom orders and limited editions, Annkris-Glass also organises training and workshops that are worth keeping an eye on. The courses offered by Annkris-Glass do not require any previous experience, and participants can choose between three different techniques: sandblasting and engraving, glass melting, or the Tiffany technique. The educational workshops are also a great opportunity for the clients and customers to learn more about the world of glass.

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glass design

1 Themed gifts for the Kärdla City Government

2 Souvenir for Tallinn 2011, European Capital of Culture

The task  The Kärdla City Government wanted to give its visitors and partners some kind of practical gift that would be related to Hiiumaa Island. As the client did not have any further requirements, the designers of Annkris-Glass were free to do what they wanted.

The task  The client (Tallinn 2011 Foundation) and the Estonian Association of Designers held a competition for ethical Estonian souvenirs, in order to find new souvenirs that can be bought and given to friends and family during the year 2011 when Tallinn is a European Capital of Culture.

Concept and strategy  The designers wanted to create something that is characteristic of Hiiumaa Island combined with a minimalist and functional design. In the end, they chose the lace motif used on traditional aprons. The concept was to combine the traditional lace motif with minimalist milk glass for a modern and elegant result. The final product is a tray featuring motifs of the folk costume worn in the Pühalepa parish. Impact and results  The glass trays have been used as gifts. The project continues to find further applications for these designs. Client’s contact information  Kärdla City Government / www.kardla.ee

Concept and strategy  The idea of taking the foot of a wine glass and making it into a brooch had been forming in the designers’ minds for a while. The idea hit the designers when they saw shards of a broken wine glass – the broken-off foot of the glass resembled a brooch. The competition seemed the right time to finally implement the idea. During the project, the designers worked with jewellery designers who created the silver elements and the fastener for the brooch. Impact and results  This project stood out for its unique concept and fine-tuned execution. The challenge of the project was to make a recycled item beautiful, aesthetic and valuable. The designers wanted to give an old useless item a new and worthy life. The brooch is currently sold in Estonia. As an official souvenir of Tallinn – Capital of Culture 2011 it will travel to other corners of the world. Client’s contact information  Tallinn 2011 Foundation / www.tallinn2011.ee


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2.1 3 Corporate gifts for Ergo Kindlustus The task  Ergo Kindlustus ordered 300 glass trays from Annkris-Glass to be given to customers as corporate gifts. The client wanted the corporate gifts to be in Ergo’s corporate colours, to feature the company’s logo and to have an elegant and expensive appearance. The deadline was just two weeks. Concept and strategy  The biggest challenge for Annkris-Glass was the extremely tight deadline combined with the large quantity. Obtaining the materials was the biggest concern at first, because the materials had to be ordered from another country. As the designers did not have the time to test different methods, they decided on a simple and technically proven design solution. A ceramics designer was contracted to prepare the mould and another company executed the vinyl stickers. Impact and results  The client was completely satisfied with the glass trays and by now all the custom-made gifts have been presented to their new owners. The project was a challenge for Annkris-Glass, serving as proof of the glass studio’s capabilities and reliability of the equipment.

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Client’s contact information  Ergo Kindlustus / www.ergo.ee

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annkris-glass


contact

services

clients

languages

ATLM Design / Mithio Valguse 5 11211 Tallinn, Estonia info@mithio.com www.mithio.com

Clothing and textile design Design consultation Production and project management

Ilves-Extra AS Segers Eesti OÜ Latvian Olympic Committee

Estonian Russian English Finnish

Tiia Orgna Tel. + 372 503 4483 team Tiia Orgna

ATLM Design was founded in early spring 2009. The firm specialises in clothing design, but also provides the services of clothing design consultation, outsourcing of clothing production and the related project management.

ATLM Design focuses on designing high-end sports and leisure clothing. The main focus is on quality and design. The products combine functionality with innovative technologies, while traditions and new emerging trends are equally considered. This year, ATLM Design launched its first clothing brand, called Mithio, which uses innovative fabric technologies along with traditional Baltic and Scandinavian folk motifs – the result is high-quality everyday clothing for men and women, featuring decorative folk motifs. With Mithio’s production system, the design, logistics and management of the garments are based in Estonia, but production can be outsourced to anywhere in the world. Mithio’s positioning allows the design firm to be flexible and modify its production capacities to meet retail customers’ needs. A custom design will take about 12 months from the placement of the order to completion. If the client wants to modify an existing basic model, the lead time will be approximately six months. For designer Tiia Orgna, it is very important to meet set deadlines. Each project consists of four stages: agreement on the price, drawings, samples and final approval. The client is welcome to get involved in each stage. Clients and customers whose everyday life involves activities in nature should keep an eye on ATLM Design and Mithio – they can provide you with unique yet contemporary and high-quality outerwear.

1 Launch of the Mithio brand and the first collection in autumn 2010 The task  The goal of the company ATLM Design OÜ was to create and launch its first apparel collection in 2010. The collection’s target group includes men and women who value quality and originality. The aim was to combine functional designs and innovative fabric technologies with traditional folk motifs from the Baltic region and Scandinavia. The main challenge was getting the collection into stores during the recession. Concept and strategy  The fall-winter 2010/2011 collection by Mithio was inspired by Nordic simplicity and moderation. The collection includes contemporary functional garments where every small detail has significance. In the choice of motifs, the designer was inspired by the miniature geometric motifs used in knitted mitten, sock and belt patterns, and the sweaters worn by men on Kihnu Island. The majority of the motifs have symbolic meanings, and Mithio is reintroducing these symbols in everyday wear. Using the latest technologies, Mithio offers clothes that are more comfortable than traditional lamb’s wool sweaters but have the same high quality. Production of Mithio’s garments is outsourced to companies that have state-of-the-art equipment, machines and know-how. Impact and results  The first fall-winter collection has successfully launched the brand. 70% of Mithio’s fall line has already been sold, with the brand represented in more than ten stores in nine Estonian towns. This is the starting point of the future. Client’s contact information  MATKASPORT OÜ / www. matkasport.ee

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clothing design


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Official team uniform for the 130 members of the Latvian Olympic team, for the 2010 Vancouver Olympic Games

The task  The Latvian Olympic team needed official team clothing for the 2010 Olympic Games in Vancouver. Mithio’s task was to create unique garments that would be different from mainstream products and highlight the national character and folk motifs of Latvia. The seemingly easiest part of the project proved to be the biggest challenge, i.e. meeting the delivery deadline, as delays are unacceptable for the Olympic Games. Concept and strategy  The Olympic team collection consisted of nine garments: a long padded coat, padded ski jacket and pants, leisure pants, knitted sweater and cardigan, knitted scarf, hat and gloves. Since this was a very important project, Mithio chose established and reliable subcontracting partners with proven quality, working methods and background. Mithio’s designer Tiia Orgna came up with the idea of using Latvian folk heritage. Various folk elements were used in the designs of the team garments and several Latvian folk motifs were used throughout the collection, in combination with contemporary hightech fabrics. The biggest challenge for the designer was meeting the delivery deadline. This meant, for example, that certain fabrics sourced from Japan had to be delivered twice as fast as usual.

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Impact and results  As the client, the Latvian Olympic Committee had strict standards for the quality and technical design of the national team’s clothes. Cooperation was smooth because the client and designer shared the same principles, and the client had a very clear vision of the outcome – that is, of the appearance, quality, materials and main colours of the garments. Excellent planning by Mithio ensured that the Latvian athletes received their team clothes before the set deadline. The project results were visible and public, with a lot of feedback received in Latvia and all over the world. Mithio’s products were very well received and the Olympic team will continue to use these clothes for the rest of the Olympic cycle, i.e. for at least four years.

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Client’s contact information  Latvian Olympic Committee / www.olimpiade.lv

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atlm design

2.3


contact

services

clients

languages

Baas Disain Martin Rästa Tel. +372 518 3258 mammut@baas.ee www.mammut.baas.ee

Information and graphic design Design and printing consultation

Tallinn Philharmonic Society Eesti Draamateater (theatre) Solnessi Arhitektuurikirjastus (publisher) Lääkärikeskus ars & Medicus oy IMAR – Institutio do Mar, FCT/UNL – DCEA

Estonian English

team Martin Rästa

Baas Disain is the one-man business of Martin Rästa. It specialises in graphic design services, focusing on visual identity and marketing in the cultural industry. The guiding principle of the designer is that design is a way to structure the world.

Baas Disain offers a wide range of different services: development of the concept and applications of corporate visual identity; layout and prepress services; design of illustrations, print materials and web pages. The firm also offers design and printing consultation, production of photo materials and photo editing, and helps with printing services. Baas Disain has extensive knowledge of the technicalities of design projects which, combined with process management skills, is the firm’s greatest strength. Martin Rästa has vast knowledge and long-term experience; he always sees the projects through from beginning to the successful end. Prospective clients should be aware that, as a rule, the cost of a project depends on the amount of work involved and the purpose and complexity of the project. As for lead times, a corporate identity takes about a month to create; books and printed materials need more time. During his ten years in the business, the designer has developed a signature style. This unique and recognisable style has received recognition in Estonia and elsewhere in the world. Previous clients have included companies in Finland, the UK, Portugal, China and the US.

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graphic design

1 Design for an architectural and history book series The task  Solnessi Arhitektuurikirjastus is a print house and publishes a book series called “A Walker’s Guide”. The aim of the series is to make the information about our urban environment available and attractive for a large readership. The books are like guided tours in the city districts of Tallinn and other Estonian towns. The client wanted a functional design that appeals to a wide audience, while being as informative as possible and conveying the emotional aspects of the specific district. As the books contain different types of visuals, the designer had to create a clear and structured system that would integrate the different materials for a guide that is easy to grasp. Concept and strategy  The design process of the “A Walker’s Guide” series was based on the client’s requirements: the book had to be in a suitable format (i.e. convenient for the users) and with clearly structured content. Therefore, Baas Disain focused on creating a readerfriendly design that makes it easy for the reader to find the different sites in the book. The simple design logic is perfect for the varied visual content. The big evocative photos help to create the emotional atmosphere of the area described; for each district, the designer chose a photo of the most characteristic or interesting site or element. The pictures also serve to draw the readers’ attention to interesting details that they might not notice at first glance. Martin Rästa was involved in all the stages of the project, including shooting, photo selection and editing, layout, prepress etc.

Impact and results  “A Walker’s Guide” series has interesting content and a harmonious design which considers the needs of different consumers. The series has received a lot of recognition and is consistently at the top of the bestseller lists of Estonian book stores. Some titles have already been published in multiple editions and some titles are sold out. So far, six different guides have been published in the series. Client’s contact information  Solnessi Arhitektuurikirjastuse OÜ / www.solness.ee/


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2 Graphic identity for Birgitta Festival

3 Graphic identity for Memokraat.ee

The task  The Tallinn Philharmonic Society (the organiser of the Birgitta Festival) needed a visual identity for the festival that would reflect the festival’s international scope and the high standard of the performers and the programme. Since the festival is held in the ruins of the Pirita St Bridget’s Convent, the client wanted the design to reference the venue. The client also wanted a design concept that would allow the addition of a lot of information and images or photos. From the start, the designer took into account the fact that this was an annual festival – this means that it should be possible to develop the visual identity in the future. Also, it was important to consider that the Birgitta Festival was promoted in Estonia as well as at international fairs; therefore, the graphic identity had to feature universally recognisable design elements.

The task  Daniel Vaarik is the main author and owner of the Memokraat blog. He was interested in finding a new design concept to match the high-quality content of the blog. The key words for the design were: high-quality journalism, new knowledge, free media platforms, analysis, and functionality. The challenge was to create a graphic identity that is visually striking and powerful, has a fresh graphic style, and is also sufficiently aesthetic to convince more conservative readers and suit the various topics.

Concept and strategy  Based on the background information and the task requirements, the designer decided to use a contemporary, clear and abstract design for the visual identity of the Birgitta Festival. All the different graphic elements are smoothly tied together. The first step was to design the festival logo. Since the venue is a very important part of the festival, the festival’s logo features a stylised motif of the convent. In the marketing materials, it was important to clearly separate the key information, the programme and the additional information. Due to the huge amount of text to be published in the print materials and advertisements, the designer had to create a graphic identity that works both in small print ads and on large outdoor posters. The chosen font and positioning of the programme text, which has a busy structure, ensured a clear and concise look. Impact and results  The Birgitta Festival is the only festival in Tallinn to have such a unique venue. The high standard of the organisation and the performances have ensured the festival’s success. For a graphic designer, this was a demanding project, requiring a lot of work, good planning skills and the ability to offer creative solutions for large amounts of information. The visual identity of the Birgitta Festival, a unique phenomenon in Estonia, is a success– the cultural brand is easily recognisable and serves the interests of the organisers, performers and the audience.

Concept and strategy  The aim was to create a graphic identity for Memokraat that is independent and unique on the media landscape, helping to distinguish Memokraat from the mainstream media channels in Estonia and reflecting the blog’s mentality while refraining from alienating any readers. Although Memokraat is an interesting and memorable name, it takes up space visually. Therefore, the designer focused on the letter M in the design of the logo, in order to create a striking and compact look. The visually interesting structure of the letter M inspired a three-dimensional design, resembling a folded ribbon. Impact and results  The new visual identity conveys the spirit of independent thought, initiative and openness. The jagged edge of the logo is a symbol of the bite and courage of the blog to discuss issues that have not been sufficiently covered in mainstream media. The blog’s new logo and design helped Memokraat to become a fully original media channel in its own right. The graphic identity matches the content, reinforcing the blog’s credibility. The streamlined page design improved the function and usability. Memokraat. ee looks like a fresh and reliable source of information, with many Estonian journalists, decision-makers, politicians and cultural figures among its loyal readership. Texts published in the blog have also been used in lectures at the University of Tartu and Tallinn University. Client’s contact information  Daniel Vaarik / daniel.vaarik@gmail.com / http://memokraat.ee/

Client’s contact information  Alice Pehk, marketing manager of the Tallinn Philharmonic Society / alice.pehk@filharmoonia.ee

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baas disain

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contact

services

clients

languages

Brand Manual Roseni 7C–IV 10111 Tallinn, Estonia Tel. +372 664 5049 index@thebrandmanual.com www.thebrandmanual.com

Information and graphic design Identity design Design and product development consultation and training Branding Service design Packaging design

Prisma Eesti Loto Rautakirja Luiga Mody Hääl Borenius TaxiPal Baltic Beer Co Ltd Warsaw Business Garden WHO

English Russian Estonian German Swedish

team Markko Karu Dan Mikkin Kaarel Mikkin J. Margus Klaar

Brand Manual is a branding and service design consultancy. Established in 2009, the company focuses on building lasting brands centred around well-designed products and services.

Brand Manual helps define the competitive advantage of companies and their products. This is expressed through a better product, service, identity, package or future scenario which makes it understandable and desirable to the target audience. Brand Manual has developed user interfaces, service concepts, presentations as well as training events, which help companies understand the process of creating a competitive advantage from a consumer perspective. Branding projects begins with a thorough analysis of the client’s business environment, often at a very strategic level. Brand Manual’s four partners, each with at least 15 years of experience in advertising and design, work directly with the company’s management and owners, which ensures that internal company changes can also be realistically executed. Brand Manual values long-term cooperation and challenging, international projects. To date the company has been involved in work for markets as varied as the US, UK, Russia, Canada, continental Europe and central Asia.

1 Hypermarket re-positioning Prisma differs from other hypermarkets by shunning in-store promotions, having very wide aisles, no euro-pallet displays and fast checkouts. However, Prisma’s value statement was clearly and only focused on price and the communication benchmark was based on a discounter’s price offer. Consequently consumer research showed that people couldn’t tell the difference between one store and the other. Strategy and concept  Brand Manual was first engaged to do a thorough brand audit of the organisation and make long-term strategic recommendations. According to the report, the primary focus of communication was on employees. For eight months Brand Manual was engaged in internal communication, explaining Prisma’s uniqueness and illustrating how each and every employee’s actions could increase customer loyalty. The internal campaign was followed by the massmedia, which focused on the purchasing process and product availability. Brand Manual developed the shopping list concept, which was used for communication as well as the development of online tools. Beginning with the brand report and its recommendations, Prisma has reduced the importance of price arguments in communication, focusing instead on its uniqueness and customer benefits. Results  Prisma has become clearly differentiated from competitors, gained market share and increased the average number of shoppers even over 2008 figures. In 2009 Prisma was the only profitable hypermarket chain in Estonia. Contact  Kadri Lainas / kadri.lainas@sok.fi Image 1.2  “We apologize for the convenience”

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branding

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Viru is a British owned trademark. The beer is brewed and bottled in Estonia and on sale in exclusive clubs and restaurants around the world. Its initial development was ad-hoc and this was reflected in the conflict between label and bottle. The communication stressed a bit of everything and the brand lacked clarity.

Brand Manual was engaged to clarify the positioning of Viru, to define and stress its strengths while discarding anything that didn’t fit the Viru legend. All this without alienating loyal customers of the brand. Strategy and concept  Brand Manual anchored Viru in the art-deco period, emphasising the uniqueness of the octahedral bottle and created additional suitable design elements. The bottle gained identity, the facing of the label was increased and the surface finish of the glass was improved. The broader story of Viru was illustrated on the new web page www.virubeer.com. The overall identity of Viru has now been applied to incorporate 4-packs, cases and on supporting material from coasters to T-shirts. All the point-of-sale material is clearly focused on emphasising the unique shape of the bottle and stresses the tag-line “Beautiful Beer”. Results  The new package and sales material has helped raise Viru sales and increased the number of international markets. Contact  Baltic Beer Company (London) Ltd. Tel. +44 8442472058


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brand manual


contact

services

clients

languages

Graafikamari Kume 1 11218 Tallinn, Estonia www.graafikamari.ee

Graphic design – visual identity, promotional materials, illustrations, information graphics Books, magazines, printed products Calligraphy and collage classes

Oksana Tandit SÜDA boutique Estonian Handball Association Eesti Veskivaramu Meresõitja Harmonia eco- salon Mooste distillery Mixi Kirjastus (publisher) Perinneleikit ry Karjalan Kuvalehti

Estonian Russian English Finnish

Marge Robam Tel. +372 5300 2207 robam.marge@gmail.com marge@graafikamari.ee

team Marge Robam

Graafikamari is a design firm offering graphic design services. The firm’s concept is the application of design thinking. In cooperation with clients, the firm tries to create solutions that help the clients attract interest, and be visible and understood in the best way.

Graafikamari has extensive experience and expertise in the design of book and magazine layouts and typography, in the design of corporate, information and promotional materials, and in illustration and calligraphy. In addition to that, Marge Robam teaches calligraphy classes that are also recommended for the clients and users of the design, so they can get an idea of the design principles and basic skills of graphic designers. Clients who request design services from Graafikamari must bear in mind that all projects consist of the following steps: task definition, in-depth research, planning, design, fine-tuning and approval for production. For the designer, Marge Robam, it is important to meet the agreed deadlines and establish mutual trust; if necessary, she is able to work with very tight deadlines. The client and designer always have to express their needs very clearly to ensure the best result for all parties concerned. Ecological sustainability is important for Graafikamari in the production process – the firm’s name also refers to nature. One of the goals of Graafikamari is to create graphic design inspired by herbs and garden plants, thereby promoting the protection of natural diversity and delivering thought-provoking messages by means of graphic design and illustration. We need clear, well-executed visual communication on the urban highway as well as on the narrow forest path. 

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graphic design

1 Layout for Ärielu and Avenüü magazines The task  From 2007 to 2009, Graafikamari designer Marge Robam worked at Kalev Meedia as the head designer. In addition to managing the Design Department, she was also asked to create new layouts for Ärielu and Avenüü magazines published by Kalev Meedia. Concept and strategy  Since Avenüü was one of the oldest fashion magazines in Estonia, the design had to combine timeles style with the visual language of the contemporary fashion world. The designer used beautiful fonts and high-quality photos in the layout. Ärielu was the leading Estonian business magazine for years, with a classic and straightforward design to match its conservative content. Impact and results  Avenüü was lauded by the public and the Estonian fashion industry for its beautiful layout. Ärielu was an established and esteemed business publication on the Estonian market.

2 Game books Pihaleikit and Sisäleikit; Askartelukalenteri calendar with craft projects The task  In 2009, Perinneleikit ry asked Graafikamari to design an illustrated book of games. The task was to design and draw the game instructions, and the informative and inspiring images accompanying the craft projects in the calendar, in order to motivate the old and young to do things together and preserve folk traditions. Concept and strategy  To create the best possible design, Graafikamari and the publisher carried out market research and conducted a survey among children in order to determine the games preferred by the target group. Based on the research, priority was given to the drawings and water-colour backgrounds of the books and calendar. Graafikamari’s involvement started with the first sketches of the concept and ended with the design of the materials for printing. Impact and results  Four different items (books with traditional Finnish games for children, and calendars) have been published and are sold in Finland. The project continues. Client’s contact information   www.perinneleikit.fi


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jaan heinmaa

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jaan heinmaa

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The task  In 2009, Graafikamari was contacted by the renowned Estonian fashion designer Oksana Tandit who wanted to revamp the logotype of her fashion brand. The long-term goal for her brand is to expand to international markets, so the key criteria for the logo were readability and clarity regardless of the language or cultural context. Concept and strategy  The client wanted the new logo to be based on the monogram. Graafikamari designed a new logotype and a monogram-based surface ornament. In the design process, the aim was to create a playful harmony between the initials. The typography of the logo adds an open and airy feeling. Impact and results  The resulting logotype has a minimalist look and reflects the designer’s elegant classic fashions. It is clear for the audience in Estonia as well as abroad. As a new boutique has been opened in Tallinn selling Oksana Tandit and Mulberry brands, the firm is currently designing a logo, promotional materials and packages for the exclusive shop.

4 Logo for sailing courses The task  Meresõitja OÜ is a company specialising in the provision of sailing training. Due to the development of the company and the adoption of a new name, the company asked Graafikamari to create a new visual identity.  Concept and strategy  The team started with a brainstorming session together with the client. As a result, it was decided that the new logo should reflect the characteristics of sailing – fast movement, vast open space, courage, and ancient traditions. Based on this, Graafikamari sketched the outlines of the logotype and the logo was digitised. Impact and results  The new logo of Meresõitja OÜ has a dynamic look. It consists of the company’s name and a symbol, which can be used separately. Graafikamari and Meresõitja OÜ have been partners for about ten years. F ilipo C arotti

3 Logo for fashion designer Oksana Tandit

Client’s contact information  www.meresoitja.ee

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Client’s contact information  www.oksanatandit.ee / www.suda.ee

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contact

services

clients

languages

Identity Pärnu mnt 142a 11317 Tallinn, Estonia info@identity.ee www.identity.ee

Corporate visual identity Brand strategy, positioning and identity Brand and packaging architecture and design Strategic consultation Preparation of marketing materials

Statoil KESKO Foods Government of the Republic of Estonia Hansapank (Swedbank) Baltika Group/Monton brand Solaris Centre ETV (TV channel)

Estonian Russian English Finnish

Egle Raudvee Tel. +372 6830 2000

team Ionel Lehari Maret Põldre Kristian Paljasma Egle Raudvee Ants Lusti

Identity specialises in developing the brand strategy and visual identity for companies and organisations. The firm’s vision is to be the leading and internationally most recognised branding agency in the region.

As a strategic partner for businesses, the agency’s guiding principle is to utilise a systematic and methodical approach. This guarantees that the brand platforms created for the clients are effective, significantly different from the competitors, and help to boost export volumes. In the nine years of operation, Identity has created more than a 100 identity programmes for companies and organisations, including Statoil, the Estonian Government, Baltika Group, Solaris Centre, ETV, Estonian Tax and Customs Board, Cinamon cinemas, and the Ministry of Culture. Identity has won the highest international recognition of all Estonian agencies – in 2008, Identity was declared the Creative Agency of the Year at the international Golden Hammer advertising festival.

1 Estonian pavilion at EXPO 2010

2 IIZI

The task  The 2010 EXPO world fair was held in Shanghai, China, under the slogan “Better City – Better Life”. Estonia decided to rent a pavilion, instead of building an original architectural facility. The reasons for this were mostly practical: a unique facility would have cost more and organising its construction in a distant and unfamiliar business and cultural environment would have been a complicated project.

The task  The insurance broker E-kindlustus realised that their descriptive name was too long and only made sense for Estonians, making it unsuitable for expansion to new markets. The company needed an international brand to enter new markets outside of Estonia, and was looking for a new simple name. The idea was to create a brand with a new name and essence that are very different from the traditional, boring image of the insurance sector.

Concept and strategy  Estonia had prepared a carefully considered and planned EXPO project, more a marketing project than an architectural design. The multilayered concept focused on conveying the Estonians’ views and mentality, without trying to turn the rented pavilion into an architectural marvel, but also avoiding the usual primitive tourism promotion. The key words for the Estonian pavilion were sustainability, recycling, engagement, low-tech, community thinking and democratic values. Impact and results  The façade consisted of fragmented panels with traditional folk motifs, and successfully hid the bland rental pavilion, becoming a visual magnet among the neighbouring monochromatic pavilions of Scandinavian countries. The interior was divided into two areas. In the public area, largerthan-life colourful piggy banks stood on recycled timber stairs; each had a number and a message about ways to improve life in cities. Visitors could choose their favourite message and vote for it, by putting a slip of paper in the piggy bank or sending a text message. The constant line of people at the pavilion entrance demonstrated the success of the design. The attractive colourful façade and piggy banks were photographed by many people. Estonia’s pavilion was also one of the few to present a serious solution to the slogan chosen by the organisers. Client’s contact information  www.eas.ee

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corporate visual identity

Concept and strategy  The key words of the service concept are “easy” and “simple”. This led to the conception of the brand name IIZI, derived from the English adjective easy. To balance the softness of the name, the logo was given a sharper edge which also symbolises the speed of service. Thus the logotype, called “bomber” by the team, was born – a unique combination of simplicity, catchiness and originality. Impact and results  In Estonia, Latvia, Lithuania and Finland, customers and partners have embraced the IIZI brand, and the company has become the Baltic market leader. Today, IIZI is represented in Estonia, Latvia, Lithuania and Finland. In 2010, the volume of insurance premiums paid under contracts brokered by IIZI was almost EUR 40 million. The IIZI group has also planned to enter the international IT market and offer IT solutions under the trademark of IIZI Services, intended for companies in the insurance and financial industries. Client’s contact information  www.iizi.net


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3 3 Viimsi Secondary School

4 WEPLAY!

The task  Viimsi Secondary School is one of the biggest schools in Estonia. In 2006, a new school building was finished. Given the outstanding architecture of the new building, it also needed a clear ideology and visual identity.

The task  A new store was opened in Tallinn, selling board games, digital games and card games. The store needed a brand. Confident in their ability to swim against the tide, the owners wanted to open the store in 2009 when the global recession was at its worst point.

Concept and strategy  The school’s core values were defined. The values emphasised equal opportunities for all students, the school’s social role, and contribution to balanced development. The wish for harmony in form and content led the designers to the beginnings of western culture, i.e. to pre-Socratic Greece. The four elements of the universe – earth, air, fire and water – were given a new contemporary form in the school logo, to describe the philosophical foundations of the Viimsi school. Impact and results  By now, the organisational identity of the school has been fully embraced and established. A recent satisfaction survey showed that this is an esteemed school, and a place where children want to come and study, not because of the proximity but because of the strong brand and reputation. In the last five years, the number of students has increased by about 500 children.

Concept and strategy  In case of WePlay!, the goal was to create a dynamic youthful brand that appeals to schoolgoing children and teenagers. Therefore, the designers used artwork by young artists for the visual identity and created a changing brand identity, encoded with plenty of attitude. The form was inspired by the visual world of the target group – the logo has elements of graffiti and retro computer themes, and playfully frames the changing content. Impact and results  WePlay! is proof that a good concept can achieve sales success even in times of recession. At the moment, WePlay! has a store in Tallinn, with plans to expand to Tartu and to other markets. Client’s contact information  www.weplay.ee

Client’s contact information  www.viimsi.edu.ee

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identity

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5 Diversity enriches

6 Bauhof

The task  The Human Rights Centre at the Tallinn University of Technology needed a verbal and visual identity for a campaign against homophobia and xenophobia. In order to avoid becoming entangled in Russophobia or being perceived as gay propaganda, the programme had to be defined in positive and general terms.

The task  A retail chain selling home improvement and construction products needed a new brand to enter new markets and be more easily distinguished on the domestic market. To create associations with perceived quality, German was used for inspiration.

Concept and strategy  As a result of brainstorming, the slogan “Erinevus rikastab” (“Diversity Enriches”) was born. It is very difficult to argue with the truth of this phrase. The slogan is visually supported with a colourful, entwined geometrical symbol which can be “detangled” and used as design elements in different visuals. The motif was inspired by coral reefs where many symbioses of different life forms can be found – it is a fitting metaphor for the enriching impact of diversity. The geometric symbolism is supported with illustrations – monochromatic free-hand drawings in the comic book style – which give the characters and stories the required level of abstraction. Impact and results  It kick-started the largest public debate on diversity in Estonia’s history, receiving wide-spread coverage in the media and resonating with all social classes and groups. Client’s contact information  www.erinevusrikastab.ee

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corporate visual identity

Concept and strategy  The visual identity is clear and simple, with a focus on the name and the strong brand colour. Impact and results  Bauhof has become the leader on the Estonian retail market for construction and home improvement products. It is the most well-known home improvement brand and deemed to be the most valuable brand in the sector. Client’s contact information  www.bauhof.ee


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8.1 7 Thermory

8 Tallinn 2011

The task  Tretimber – a company specialising in the manufacture of heattreated timber (mainly floor boards) – needed a brand for export markets.

The task  Tallinn, as a European Capital of Culture 2011, needed a visual identity.

Concept and strategy  The Thermory brand was created for export purposes. Its name and visual identity were inspired by the technical processes – which seems completely logical and self-evident, when you think about it. The brand story describes floors poetically through the theme of dance to add an emotional dimension. As the product range is wide, there is a wealth of inspiration with different moods and temperaments ranging from slow waltz to tango. Impact and results  The creation of a strong trademark for heat-treated timber was a success. The Thermory trademark has been most successful in Germany, Austria, Norway, Italy, the US, Belgium, Portugal, Sweden, Latvia, Russia etc. Today, the Thermory brand is used for all the decking, panelling and floorboards produced by the company. Client’s contact information  www.thermory.com

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Concept and strategy  The task – create a visual identity for Tallinn, European Capital of Culture 2011 – presented quite a paradox. On the one hand, the identity had to be powerful and memorable in its simplicity; on the other hand, it had to be open and flexible to suit the varied symbols and aspects of the cultural environment. Impact and results  The solution is simple in essence: the digits in the year number form a roof on the line of horizon, concealing an abundance of ever-changing cultural content. The area below the horizon is open for improvisation and paraphrasing, interpretations and modifications, renditions and rearrangement, plagiarism and copying. The identity was embraced by the project participants well before the start of Tallinn’s year as a capital of culture. Client’s contact information  www.tallinn2011.ee/est

identity

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contact

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clients

languages

Iseasi Rüütli 18 10130 Tallinn, Estonia Tel. +372 6766236 iseasi@iseasi.ee www.iseasi.ee

Consultation (design management, strategic application of design) Design research and design audits Industrial design and product development Interior design solutions for public premises Application of design thinking and user-centred design

Extery Thulema Konesko Cleveron

Estonian Russian English Finnish Hungarian

team Martin Pärn Edina Dufala-Pärn Sven Sõrmus Pent Talvet Kaspar Torn Kätlin Kangur

Iseasi is a unique multidisciplinary design firm with extensive and unrivalled experience. The firm’s activities range from product development to industrial design and architecture, and from the design of objects to experience design and design management consultation.

The firm cooperates with businesses to take their dreams and possibilities and turn these into durable and successful solutions that satisfy the companies as well as the users of their products and services. Iseasi designers believe that it is possible for both parties to benefit and this is the only foundation for success – to achieve this, the designers try to explore the clients’ problems deeply and come up with new and more effective solutions, based on an understanding of the users and the team’s extensive expertise in design. Iseasi designers have considerable and versatile experience. This makes them experts at finding solutions to any problem, even when the task is complicated and resources are limited. Iseasi designers know that there is always a way to do things differently and better. This requires mutual trust and communication with the decision-makers. The team also knows that their clients believe in the value of the design created, but the design firm can do so much more when design thinking is applied comprehensively to the strategic development of the partners’ business ideas. Each Iseasi project begins with research in order to truly understand the client’s problems and goals, their wishes and resources. This is followed by defining the terms of reference together with the client, and the generation and design of creative solutions, concluding with support during the launch of the product. The firm’s design portfolio includes medical equipment, electronic devices, machines and bath tubs, furniture, interior design for public premises, and design management consultation for companies. Several projects completed by Iseasi have received wider recognition and have been internationally awarded at competitions like Red Dot, the Adex Award, Braun Prize, Bruno and the European Design Management Award. Iseasi designers do not think of themselves as stars. The real stars are the successful designs and projects. 18

product design

1 Klaar benches

2 Krog office furniture

The task  The task was to create a line of benches that suits the identity of Helsinki.

The task  Designer Martin Pärn was asked to design a line of practical office furniture.

Concept and strategy  The designers wanted to fully understand the client’s expectations and create a product family perfect for the spirit of Helsinki. The client was going to submit the design to a tender competition and therefore the team had to work very quickly.

Concept and strategy  The task was to create a product line that would be affordable, but which would still have a clear identity and would become the backbone of the Thulema brand and its business. Several prototypes were tested, before a minimalist design was selected.

Impact and results  The Klaar bench line won the tender competition held by the City of Helsinki, and the benches are used in the public space of Helsinki. Variations of Klaar benches are sold in other European countries as well.

Impact and results  Immediately after its launch, the Krog line became one of the best-selling furniture ranges in Estonia. Despite the low price, the line does not look cheap, and has also been used to furnish high-end premises. Krog continues to be successful, and has won the Estonian Bruno Design Award. Thulema’s consistent design management and their cooperation with designer Martin Pärn was recognised at the European Design Awards.

Client’s contact information  www.extery.com

Client’s contact information  www.thulema.ee


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2 3 Control panel for whirlpool baths and the Leaf user interface The task  Designer Sven Sõrmus was asked to design a unique control panel for whirlpool baths produced by Aquator. Concept and strategy  The concept was to avoid standard mechanical and abstract control systems and create a control panel with a clear and easy-to-use touch screen. Project partner Artec Grupp created innovative hardware and software for the product. Impact and results  The use of innovative technology and addition of a touch screen allowed the designer to create a user interface for convenient management of the bath environment. The control panel has been designed to suit sight-impaired users, as well. As a result of Sven’s extensive contribution, Aquator’s designs have received recognition at the Bruno design awards competition. The company’s design management efforts have also been recognised at the European Design Awards.

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Client’s contact information  www.aquator.ee

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Keha3 Soo 4 10414 Tallinn, Estonia www.keha3.ee

Industrial and product design Design and product development consultation Environmental design Design management

Cultural Heritage Department Tartu City Government Kultuurikatel cultural centre

Estonian Russian English Finnish

Katrin Karu Tel. +372 504 0813 katrin@keha3.ee

team Ville Jehe Margus Triibman Tarmo Luisk Pavel Sidorenko Aivar Lepp Katrin Karu

The Keha3 design firm specialises in product design and design management. In addition to the provision of design services, Keha3 also develops an in-house product portfolio that includes light fixtures, interior decor and street furniture.

The Keha3 team includes some of the most renowned product designers in Estonia: Tarmo Luisk, Margus Triibmann and Pavel Sidorenko. The firm’s advantage is long-term experience in the design and execution of public space and lighting solutions. Also, it is practically the only design firm on the Estonian market to utilise LED technology with great success and expertise. Keha3’s strengths are low product development costs and access to a large subcontractor network. The company uses an innovative business model whereby the design firm is simultaneously the product developer, owner and distributor – Keha3 has the will and means to channel their energy into product development, and their involvement never ends with the creation of a prototype. The light fixtures, furniture for public places and decor items created by Keha3 designers feature well-considered, contemporary and smart solutions that always include a small humorous twist. The team believes that designers create the artificial environment around humans, that is, everything we see around us (apart from nature) – both material objects and invisible processes. The design firm’s work is underpinned by the principle that it is not practical to produce items only for the Estonian market. Keha3 has already selected the products that have potential for international success, and have taken the first steps towards other markets. In addition to the international ambitions, Keha3 will continue the “take-over” of urban and residential space in Estonia – it is the only local lighting designer whose products are sold at the Hektor Light showroom in Tallinn, which shows that the products by Keha3 are as good as the products made in other countries, both in terms of design and production.

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product design

1 Street lights

2 Grazz bicycle rack

The task  Keha3 was contacted by the Estonian company ATS Group OÜ which specialises in the design, manufacture and distribution of industrial automation equipment. The client wanted to launch an innovative street lighting solution, which is based on LED technology, in autumn 2010. The client preferred the industrial design firm Keha3 as it was the only company in Estonia to have extensive experience in the design and production of light fixtures.

The task  Keha3 designer Margus Triibman was inspired on a bike ride one spring morning. He stopped for rest and pushed his bike into a young bush where the bike stayed upright. Inspired by this, the designer decided to add a bike rack to the firm’s product portfolio.

Concept and strategy  The main goal in product development was to create a casing for the LED street light, using a unique form that reflects contemporary design and the product’s unique identity. The key words in the design of the street light were suitability for mass production, functionality, aesthetic criteria, and the possibility to apply the same solution to other items in the same product family in the future. The process was primarily guided by the technical specifications: specified luminous intensity, guaranteed low temperatures in the casing and on the exterior of the street light, easy replacement of the light source, the weight of the casing, a design suitable for the city environment and for different markets, and so on. Impact and results  Product development is almost complete. Cooperation will continue under new projects. ATS Group has understood that design is a process and that designers are partners on a joint journey towards the goal. Client’s contact information  www.atsg.ee

Concept and strategy  The bike rack consists of elastic plastic-coated metal “twigs” which have cast metal loops at the top for attaching the bike lock. The plastic prevents scratches to the bicycle frame and the elastic structure reduces the extent of damage, for example, when the bicycles fall over. The bicycle is supported upright by the rigid metal bars. To lock a bike, you only need a small padlock instead of the regular bicycle lock. Impact and results  Grazz bike rack won the first place in the design competition held during the 2009 Design Night Festival. In the 2010 Bruno design competition, the bicycle rack received an honourable mention from the international jury in the product design category. The bike rack was launched a year ago. It is ready for mass production, subject to orders.


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3 3 Klimp street bench

4 Identity through light – Kultuurikatel

The task  The designers of Keha3 noticed that the current direction in the design of furniture for public space was conservative, serious and occasionally boring. There was no furniture with a fun contemporary outlook, dynamic design and functional flexibility that would also meet all the requirements arising from the urban environment (e.g. the weather, vandalism, durability). As a firm with years of experience in the design of furniture for urban space, Keha3 conducted a survey of the urban environment and listed the expectations of public officials, architects and the residents using the urban space. Based on this information, the designers started to create a new street bench.

The task  Interior designers from the architectural firm Pink contacted Keha3 in order to develop original light fixtures that would convey the identity of Kultuurikatel, a cultural centre in Tallinn.

Concept and strategy  In the basic position, the Klimp bench has a form similar to traditional park benches and cosy sofas, making it suitable for more conservative-minded people. By turning the bench, it is possible to create new and unexpected forms which all offer a comfortable surface for sitting, leaning or otherwise resting. The material of the bench is also worth mentioning – Klimp is made of recycled plastic, meaning that no trees have to be cut down to make the bench.

Concept and strategy  Since Kultuurikatel is located in the premises of a former boiler plant, the designers referenced elements of an old power plant in the design. Impact and results  The client (the City of Tallinn) has approved the concept and the prototype of the light fixture, and it will become the official light fixture of the City of Tallinn. Kultuurikatel is the biggest and most significant construction project in the programme of Tallinn 2011 – European Capital of Culture. Client’s contact information  http://pink.ee / www.tallinn.ee 4

Impact and results  The bench was completed in autumn 2010. Keha3 is open to any offers. The Klimp bench could become the symbol of Tallinn, London, Madrid or any global city.

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keha 3


contact

services

clients

languages

Konstruktor

Technical clothing design Technical design consultation Production management

KM Ideas / Tallinn Dolls Liisi Eesmaa Karolin Kuusik

Estonian Russian English

Kadi Adrikorn Tel. +372 5648 5246 kadiadrikorn@hotmail.com

team Kadi Adrikorn

The services offered by Konstruktor include fashion design consultation, technical design and execution, and management of clothing production projects. Konstruktor is the “righthand man” for designers – it prepares the patterns and helps them put their complex ideas into practice.

The main service provided by Konstruktor is the creation of patterns based on the design. This means that designers or companies can contact Konstruktor with their idea and/or sketch, and Konstruktor will help to create the garment or a collection. Also, it is possible to contract Konstruktor on a project basis, for example, for the period of creating a new collection. Companies that need more help can hire designer Kadi Adrikorn to organise and manage all the production processes in the company. Kadi Adrikorn is an expert in pattern-making and in realising the designer’s vision. The outcome of this cooperation is a pattern that has been conceptually and technically very well executed. Konstruktor focuses primarily on women’s clothing (dresses, skirts, blouses, jackets, coats, corsets, etc.), but can also help with the creation of men’s clothing. Working on a project basis is the company’s advantage – this prevents getting stuck in a rut, as there are always new ideas and more clever solutions. If you want to work with Konstruktor, you should take into account that it takes about one week to design and construct a pattern. This period might be significantly longer in case of more complicated ideas or designs.

1 Production of Tallinn Dolls collections The task  Konstruktor was contracted by the team of Tallinn Dolls, a clothing brand. The task given to Kadi Adrikorn involved the execution of the collections created by renowned Estonian fashion designers Karolin Kuusik and Liisi Eesmaa, from sketches to retail-ready clothes. Concept and strategy  During the project, Konstruktor’s main goal was to offer the client the best and the least costly technical solution. For best results, Kadi Adrikorn decided to be always present at the company so that she could quickly react to any situations and manage the whole process most conveniently. She developed the garments – mock-ups, patterns, technologies – and stayed in contact with the production companies. One of the challenges was to find the most practical solution for grouping the collection into garment families – so that the varied designs can be quickly and easily delivered to the end-customer. This meant negotiating compromises with the designers, offering suggestions and maintaining constant communication. The overall goal was always to ensure great, eye-catching design. Impact and results  The new and unique brand received a lot of media coverage and has won many loyal customers. Tallinn Dolls collections are sold in three stores in Tallinn. Client’s contact information  Mari Martin / KM Ideas OÜ / Tel. +372 5622 6225

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clothing design


liisi eesmaa tallinn dolls collection

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konstruktor


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Kristina Design Suur-Karja 2 10140 Tallinn, Estonia www.kristinadesign.ee

Design and marketing of women’s clothing Creation of customised jewellery and clothing

First Lady of the Republic of Estonia My o My Ajatar

Estonian Finnish English Spanish

Kristina Viirpalu Tel. +372 5394 8342 kristinadesign@mac.com team Kristina Viirpalu

The firm, which operates under the Kristina Viirpalu trademark, designs and sells women’s clothing, customised jewellery, hand-knitted dresses, and evening and wedding gowns.

Head designer Kristina Viirpalu respects old traditions and contemporary style. In her designs, the fashion designer uses consumer-friendly materials and prefers simple and streamlined silhouettes, which she combines with complicated cuts and art deco inspired colours. The portfolio of Kristina Design consists of three groups. The first group includes outerwear collections – mainly original and intricately cut one-off designs, like coats, jackets, suits, evening and wedding gowns. The second group includes stockings, garter belts, tights and leggings, produced in limited editions. These items stand out for the chosen materials and original colour combinations. The third group in Kristina Design’s portfolio includes exclusive hand-knitted fine wool evening and wedding dresses that are based on a traditional knitted lace technique. In 2010, a knitted dress by Kristina Viirpalu was worn by Estonia’s First Lady Evelin Ilves at the reception held in honour of the Independence Day of the Republic of Estonia. Since 2010, the designer has been focusing more on producing limited editions of the designs. In summer 2010, her collections were successfully launched on the Finnish market. The company has several competitive advantages over its competitors in Estonia and abroad – fast and flexible creation of new designs for the market, high-quality materials, and the innovative cuts of the designs. The digitisation of the patterns, creation of samples, and production of one-off items and limited editions takes place at the Kristina Design studio. The production of bigger batches is outsourced to Estonian sewing companies, and the fabrics and other supplies are bought from the world’s leading suppliers. Before the designer starts working on an order, especially for custom-made items, she prefers to meet the client face-to-face to discuss all the important details. 24

clothing design

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The task  Kristina Viirpalu decided to launch her own trademark to sell her designs in Estonia and abroad.

The task  The goal was to expand the product range sold under the Kristina Viirpalu brand and launch new products in Estonia and on foreign markets as well. The new product category includes women’s outerwear, like overcoats and suits, once again designed with a combination of femininity and power.

Concept and strategy  The main concept for the brand was to have powerfully feminine products. She decided to focus on hosiery that stands out for its striking appearance and durability. The chosen material was Lycra and the chosen production method was sewing, to ensure the improved durability of the hosiery. In the process, several subcategories emerged, such as knee socks, stockings, tights, leggings, garter belts and corsets. The products are categorised based on the pattern – knee socks with a wide coloured stripe or with a narrow fold-down cuff, stockings with a wide or narrow stripe, hand-embroidered stockings, knee socks, and tights. As these are one-of-a-kind items, the client can choose the colour combinations and stripe widths used for the products that they are going to sell. Impact and results  Initially, the products were sold at the Kristina Design store. Then, Sockbox in Riga became a retailer, followed by the My o My shop in Helsinki. These products are completely unique on a global scale and one of the bestselling product categories for Kristina Design. Product development continues all the time. Client’s contact information  Sockbox in Riga / My o My in Helsinki.

Concept and strategy  Kristina Viirpalu decided to create a collection of very striking items which immediately stand out on the streets – a collection of classic designs with a twist. Only high-quality fabrics are used for the collection. To ensure the successful export of the collection, the company hired the Finnish PR firm D’Oro Mediapalvelu. Impact and results  The range includes 40 different clothing items; the coats are currently available at the Ajatar boutique in Helsinki. Client’s contact information  Ajatar www.ajatar.fi


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kristina viirpalu


contact

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Kromo Disain Roosikrantsi 8–3 10119 Tallinn, Estonia info@kromodisain.ee www.kromodisain.ee

Product design (furniture, lighting, other furnishings) Industrial design Interior design and environmental design Design consultation Project management and supervision

Hardmeier OÜ United Motors Vihterpalu Manor Buen Provecho OÜ Husqvarna Eesti OÜ Pernod Ricard Estonia OÜ SIA Autohalle

Estonian Russian English Finnish

Anzhelika Torn/ Marko Uibo Tel. +372 516 4040

team Anzhelika Torn Marko Uibo

Kromo Disain is a design firm that offers services and consultation in the fields of product design and interior design. It is important for the designers to promote sustainability by using high-quality products.

The primary area of activity for Kromo Disain is interior design, but the firm’s dream is to increase focus on product design. Long-term cooperation with partners in Latvia has given Kromo Disain a good understanding of the Latvian market. So clients interested in this market should definitely consider choosing Kromo Disain for their projects. Designers Marko Uibo and Anzhelika Torn are attentive and reliable partners who value cooperation with the client in order to achieve the goals. Projects carried out by Kromo Disain consist of two stages: in stage one, the team develops an understanding of the task, followed by brainstorming for ideas, mapping, consultation and planning; in stage two, the team will present the plans and ideas which are discussed, modified, and then approved. The second stage ends with the execution of the project. The two stages together take about one month, but the actual time needed to prepare an interior design plan or product design depends greatly on the amount of work involved, the client’s requirements, and the task definition.

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1 Interior design for Vihterpalu Manor The task  In 2004, the designers of Kromo Disain began cooperation with the owner of Vihterpalu Manor, Timo Lemberg. The renovation of the manor had lasted for three years by that time and all major construction works were already finished. The designers were asked to create an interior design solution for the main building of the manor. The solution had to suit the manor as a historic building and also connect the old building to its new functions as a hotel and conference centre. The main building was planned to include 19 hotel rooms, a banquet hall, two seminar rooms, a library, a restaurant, a bar and two cigar rooms. As no drawings remain of the manor’s original architecture, the designers had no idea of what the manor might once have looked like. The original interior had also been mostly replaced, with only one of the two staircases, two simple stoves, a fragment of a Pompeian mural, the pillars in the main hall, and a part of the cornice remaining. Thus, the task involved great responsibility for the manor’s history. Concept and strategy  The project was divided into four stages by priority. The first stage was intended for studying the site, gathering all the necessary information and developing initial sketches. In stage two, the main design was prepared – colour combinations and wall coverings were chosen for the manor, and a plan for the murals in the main hall was prepared; the designers also designed all the custom furniture, curtains and other furnishings and accessories. In this stage, Timo Lemberg presented his vision of the furniture to be used, and also described the motif which is now visible on all the furniture. Product designer Marko Uibo developed two versions of the furniture for Vihterpalu Manor – a simpler line for standard rooms and the other version for the suites.

The third stage was about choosing the best retail furniture, antique furniture and accessories for the manor interior. The ready-made furniture was ordered from Italy; it took more than six months to source the antique furnishings. Stage four included site supervision, consultation with the client, and communication with subcontractors and suppliers. In this stage, the designers also had to find the contractor for the custom furniture and decorations, and supervise the production process; check that the finishing materials and installed furnishings comply with the design plan; and monitor compliance with quality requirements. The biggest challenge in the final stage was finding a contractor to make the custom furniture, but the team finally found a suitable company in Latvia. Impact and results  18 months of cooperation is a short time considering the long history of Vihterpalu Manor. But the design team of Kromo Disain gained plenty of experience, fun memories and pure joy. All the relevant authorities (e.g. the National Heritage Board, Rescue Board, Health Protection Inspectorate etc.) have approved the renovation and design of the manor. The manor owners and guests have also praised the designers for their hard work. Client’s contact information  www.vihterpalu.ee


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2 Keypads for OÜ Hardmeier, a manufacturer and seller of access control systems The task  Hardmeier OÜ specialises in the design, marketing and installation of security systems. One of the components of these systems is a keypad used to enter the code and activate the security system of a home or office. Hardmeier OÜ needed a device with functions and appearance suitable for various environments and for various users. The task was to create two versions of the same keypad – a simple version with LED indicators and a more sophisticated version with an LCD display. One of the most important criteria was ensuring a low production cost. For easy cleaning, the client had decided to use a membrane keypad. The client also determined the keypad layout.

Impact and results  The initial prediction was that the cheaper keypad with LED indicators would be requested almost as often as the more expensive option with the LCD display. By now, the sophisticated model has turned out to be much more popular. Also, OÜ Hardmeier needed a new keypad for very high-end office buildings. Thus, the team developed an even more exclusive model to be marketed with the two other versions. The new keypad has been presented at a fair in the UK and was very positively received. The latest keypad has also been sold to the first few customers. Client’s contact information  www.hardmeier.ee

Concept and strategy  The Kromo Disain team cooperated with the product designer Veiko Liis who has great experience in the design of plastic products. As the client had a relatively clear vision of the product, the team quickly created the suitable design alternatives. Next, they focused on the technical design, working with Hardmeier OÜ’s engineers. Once the team had identified the most satisfying solution, the product went into production, after some final corrections in the technical drawings.

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kromo disian


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Leonardo Disain Kentmanni 10–2 10116 Tallinn, Estonia www.leonardo.ee

Product design Visual communication Corporate visual identity Set design for gallery and museum exhibitions Audiovisual and light installations

Ministry of Foreign Affairs Cultural Heritage Department, City of Tallinn Tallinn City Museum Skoop engineering firm OÜ Hansanova MTÜ Valgusfestival

Estonian English Russian

Leonardo Meigas Tel. +372 501 6479 leonardo@leonardo.ee

team Leonardo Meigas

Designer Leonardo Meigas has worked in this industry since the 1980s, making him an established and esteemed designer in the context of Estonian design. His portfolio is very versatile – Meigas has done interior decoration and designed furniture, light fixtures and clocks; he has created information design and corporate logos. In addition to Estonia, Leonardo Disain has been recognised internationally as well – the designer’s ceramics have been sold in Finland and France, and the information design done for the Moscow Centre for Artists is one of his most esteemed projects. The designer has repeatedly shown that he is able to create both functional design as well as fine arts projects. Leonardo Meigas dreams of designing a theme park from concept to execution. Leonardo Disain values cooperation with the client and wants the partnership to be a synchronised journey of discovery. The designer believes that there is never one correct answer in design; there are several alternatives and the most suitable one must be chosen in each case. Meigas is convinced that good design can only be created when both partners are open to new ideas. Cooperation with different customers has made the designer’s life very exciting. But cooperation is most effective when the client has the time and the commitment to get deeply involved in the design project, because design needs time, care and love. The time and resources required for a Leonardo Disain project depend mainly on the specific requirements of the client. For example, a corporate identity will take at least one week to design.

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Leonardo Disain is a design firm owned by Leonardo Meigas. The firm specialises in product design and museum, exhibition and urban design. The guiding principle of the design firm is that design is an interpretive activity whereby the designer turns an idea or word he has heard into something tangible and real.

1 Renovation of the Kiek in de Kök cannon tower and passages The task  In 2009, the Cultural Heritage Department of the City of Tallinn and the Tallinn City Museum contracted Leonardo Disain to create the design project for the renovated Kiek in de Kök cannon tower and the exhibition space in the tower. Strategy and concept  Leonardo Disain decided to use contemporary electronics to create an attractive exhibition space that respects the layers of history in the premises. The cannon tower was given a creative design solution, with even a café on the sixth level. The dominant element in the café is a clock which is suspended from the ceiling and resembles a largerthan-life cannon ball. The clock, which is called “Cannon Ball”, harmonises with the environment and uses sound signals to mark the full and quarter hours, whereas the numbers can be interpreted as centuries. The “Cannon Ball” is a spherical object made of pipes and netting; its rugged surface makes it similar to a medieval stone cannon ball. As the clock hangs rights above a glass-covered opening in the middle of the floor, it seems suspended in time. Watch it and you can lose track of time: seconds run around the cannon call, illuminating only a small section and a number on the axis. Meigas also designed the seven round tables and 21 chairs used in the café – the chairs have a round moving back that can be used as an additional table. Impact and results  The number of people visiting Kiek in de Kök has doubled, compared to 2006. Client’s contact information  Tallinn City Museum

2 Time Train The task  In spring 2009, the Tallinn City Museum organised the Time Train design competition, as part of the renovation of the old passages between towers in the town wall. The goal was to have a train travelling along the longest straight section in the passages. This was a brave project, because no museum in Estonia had ever created such a complicated attraction before. Strategy and concept  The main concern for Leonardo Disain was to choose the right style for the Time Train – should it match the ancient surroundings or should the designer create a contrasting sci-fi machine? The latter option was preferred. Next, the designer cooperated with the Skoop engineering firm to design the structure. The draft structural models were tested by the Hansanova company. The train had to be made of materials that do not mould or rot, in order to have a strong and safe train that is easy to clean. The narrow passages did not offer much freedom in design. The train’s exterior is a vision of endless time and of the cycles that impact all of us. Consisting of eight sections, the Time Train is a playful vehicle carrying the visitors horizontally for 68 metres and back. During the ride, the screens, which are attached to movable visors, show a video program. The cold LED lights inside the train and the red glowing lights at the tail ends contrast with the surrounding dank passage. The project was made unique by the museum’s location in the Old Town of Tallinn and by the first-ever use of such technical solutions. Impact and results  The number of people visiting Kiek in de Kök has doubled, compared to 2006. Client’s contact information  Cultural Heritage Department of the City of Tallinn, Tallinn City Museum

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The task  The City of Tallinn wanted to celebrate the arrival of the new, 21st century with a spectacular light installation and show on Harjumägi hill. The concept for the show and installation was to visualise the passage of time and create an environment that generates a field of energy. The idea was presented to the Tallinn City Government and the Ministry of Culture to obtain their permission.

The task  The Tallinn Ceramics Factory asked the designer to create a family of decorative ceramics that would suit the minimalist style of contemporary interior design and would meet the criteria of consumers who value good design.

Concept and strategy  Designer Leonardo Meigas, director Jaanus Rohumaa and producer Valdo Kase created an installation of four separate parts – the circle of life, the axis of time, time pillars, and a laser clock. The circle of life represented a sense of community and sanctity, with a light programme synchronised to the music played on the square. Light travelled along the axis of time, completing its journey in 60-second cycles. The time pillars displayed the time in 12 different time zones and indicated the arrival of the new century in the most important city in each time zone: Honolulu, New York, Buenos Aires, Rio de Janeiro, London, Brussels, Moscow, Bangkok, Beijing, Tokyo, Sydney, and Kiribati. The laser clock was created with laser light beamed at the building of the Tallinn City Government. The building façade was the “clock face”. The use of a powerful laser meant that the clock hands were also visible from the side, and in the upright position the laser reached clouds three kilometres away.

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Impact and results  The installation was created on Freedom Square in central Tallinn and was run in cycles from 27 Dec 1999 until 3 Jan 2000. Leonardo Meigas created the “Time” light installation which depicted the universal and endless passage of time, and created a field of energy engaging the public. The project was extensively covered in Estonian media and in the BBC show World 2000 Today. Contact information  Ministry of Culture, Cultural Heritage Department (City of Tallinn) 30

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Concept and strategy  Leonardo Meigas was inspired by the sea, which is an important aspect of the essence of Estonia. For several summers, the designer had made photos and plaster casts of the sandy seabed and the beautiful lines. These raised patters were used to design the ceramic products. In June 2004, Meigas and the plaster cast technician of the Tallinn Ceramics Factory started to produce the prototypes. Impact and results  Within two years, the following products went into production: a wall clock, a tray and plate, a candle dish and a vase. The line was presented at the Maison&Objet fair in Paris in 2006 and at the European Ceramic Context trade show on the island of Bornholm in 2008. Swedbank used the trays for corporate gifts. Client’s contact information  Tallinn Ceramics Factory


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Les Petites Disain Mon–Fri 12–18 / Sat 12–16 Tartu mnt 28 10115 Tallinn, Estonia www.lespetites.ee

Shop for original designer items Customised jewellery workshops Fashion shows

Karolin Kuusiku Liisi Eesmaa Jaana Varkki Mari Martin Vassilissa GKDisaini Marimofashion

Estonia English Russian

Elena Volk Tel. +372 5817 6831 elena@lespetites.ee

team Elena Volk Liisi Joala

Les Petites is a stylish boutique in central Tallinn, selling the designs of several well-known Estonian designers and artists. The selection ranges from smart decorative arts items to exclusive high fashion.

The Les Petites boutique focuses on one-off design and sells decorative arts items, retro designer furniture and lighting, jewellery, clothing, and various traditional and contemporary items with folk art decorations. Les Petites is unique because it is the exclusive seller of the latest designs by Liisi Joala and Helen Valk (textiles), GKDisain (jewellery), Marimofashion (men’s designer clothing), and TallinnDolls (women’s clothing). The well-known designers represented at Les Petites include Vassilissa, Karolin Kuusik and Liisi Eesmaa (TallinnDolls), Mari Martin (Re-Use Republic), Jaana Varkki (Monton), Anneli Valtin (Waltin Disain) and Helen Valk. The boutique also sells items by talented designers as yet undiscovered by the general public. Les Petites is not only a shop, but also an attractive gallery, hosting regular fashion shows and workshops. The doors of Les Petites are always open to designers who need a place to showcase their work. Everyone is welcome to attend the popular jewellery courses and other events promoting creativity. Design aficionados living outside of Tallinn can visit the online shop at www.lespetites.ee. Products can also be shipped to other countries, subject to prior arrangement.

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Loomelabor Köie 1A-10 10415 Tallinn, Estonia info@annikelaigo.ee www.annikelaigo.ee

Product design Fashion and textile design Design and product development consultation

Lifestyle OÜ Estonian Design Centre

Estonian English Russian

Annike Laigo Tel. +372 56 686 772 team Annike Laigo

Annike Laigo is one of the most renowned textile designers in Estonia. Her innovative carpets and ‘Pebble’ seats have won several domestic and international design awards and have been sold in Europe, the US and Japan. Annike Laigo believes that good-quality products have a long life. The keywords of her creations are innovation, aesthetics, ease of use, and trend awareness combined with timeless appeal. The company’s competitive advantages are the guaranteed ‘wow’ effect of the products, flexibility, and the extensive design experience. The process of creating a textile or other furnishings, from the sketch to prototype and production, can take six months or a few years. The process has multiple stages: getting to know the new partner and mapping their requirements; analysing the task and creating sketches; product development and prototype production; product testing and modification (if necessary); and final production. For the designer, it is important to cooperate with the client and establish shared targets – the client’s contribution is welcome in every step along the way.

meeli k ü ttim

Loomelabor is a design and product development firm, and also offers design consultation services. During her long career, Loomelabor’s designer Annike Laigo has designed different kinds of home textiles and other products, which have been successfully sold abroad. Over the years, Loomelabor has gained significant experience by attending international fairs and presenting the designs. 1 Unique pebble seating has taken international markets by storm

2 Textile+ Light, a glow-in-the-dark carpet

The task  Annike Laigo decided to develop her own brand featuring designer products. KIVI seating (the Pebble) was the first product in her line.

The task  The task was to add a new innovative product to Loomelabor’s portfolio.

Concept and strategy  The key stages in the creation and development of KIVI seating were: identification of the best production method, purchasing the materials, and developing the production process. Initially, all Pebbles were handmade, but as orders started coming in, a new faster and more practical production method was needed. The padding for KIVI seating is now produced using moulds. Impact and results  After the very successful international debut of KIVI in 2004, at the St. Etienne Design Biennial in France, the designer has showcased KIVI seating at 6-7 fairs in Europe. KIVI has often been praised as a trendsetter, and the Pebbles have been sold in Estonia and abroad (mainly in Japan, the US, Finland, Sweden, France and Switzerland). The Pebbles have been bought by distributors as well as private individuals, interior design firms, hotels and museums. Client’s contact information  Isabelle Klein / Espace marin K-LINE, Tel. (+ 41) (21) 801 59 73 / SooSoo gallery / soosoo@soosoo.ee

Concept and strategy  The glow-inthe-dark carpet was inspired by clear winter nights when the moon provides enough light to walk around in your home without having to switch on the lights. This led to the concept of a carpet glowing in the dark to show the way. The first idea was to integrate an electricity or battery-powered device with the carpeting, but the thought of having cables did not seem very attractive and would not have been very energy-efficient either. As the concept developed, the designer thought of using phosphorescent pigment – phosphorus absorbs light and releases it slowly. This effect is the basis of materials that glow in the dark for several hours. The most complicated aspect of the concept was integrating the glowing material with the textile. There are several options, but no solution stands out as superior to others. The glowing carpet concept was presented in the Design Talents section at the IMM Cologne furnishing show, after being selected from 460 entries. Textile+ Light was also awarded the first Estonian BRUNO Design Award for best project. Impact and results  The project is awaiting business proposals and looking for partners interested in putting the carpet into production. Contact information  Annike Laigo / info@annikelaigo.ee

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3 3 3D Stripe, a three-dimensional carpet The task  In 2000, while working at the company OÜ Valley, Annike Laigo started to develop the hand-tufting technology, an unfamiliar technique in Estonia at the time. Concept and strategy  The technology was new and exciting, and the designer tested several solutions before inventing the three-dimensional design. With its wavy sculptured surface, the carpet is an innovation in the world of carpeting where two-dimensional design still prevails. Impact and results  The wavy carpet has been very popular among customers in Estonia and abroad. 3D Stripe is still available due to high demand. Contact information  Annike Laigo / info@annikelaigo.ee

4 Design strategy, branding and product design guidelines for Lifestyle OÜ The task  The client, a distributor of decorative ceramics made in Sweden, wanted to expand its business and create a new interior decoration brand, and sell products created by local designers and made locally, if possible. Annike Laigo was contracted by Lifestyle OÜ to develop a design strategy, product design guidelines and a manual for the collection; and to oversee the branding. Concept and strategy  Based on the client’s previous experience in the same sector, the designer determined the company’s expectations and goals and mapped the available possibilities. Several scenarios were pitched to the client. After choosing the most suitable scenario, the design strategy was developed. In the second stage, the product design guidelines and manual were prepared for the collection. The manual is a practical tool that helps to present the company’s vision to potential business partners; it also helps the designers as they define the terms of reference for a product. As branding and design strategy are closely connected and need to be tightly integrated, Annike Laigo worked with the branding agency Brand Manual to complete this project. Impact and results  The first phase of the project is complete and the next phases are in progress. Client’s contact information  Lifestyle OÜ / Tel. +372 528 6544.

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loomelabor


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mare kelpman tekstiilistuudio Köie 1a – 8 10415 Tallinn, Estonia

Textile design Consultation and training (textile materials, product development and design)

Stockmann AS Wendre Interior decorators Lühikese Jala Galerii Private individuals Estonian Design Centre

Estonian English Finnish Russian

Mare Kelpman Tel. +372 511 8947 kelpman@gmail.com

team Mare Kelpman

The advantage of this textile studio over other local textile design businesses is the use of innovative techniques and technologies – the designer is an expert on textile materials and loves new opportunities and innovative solutions. Mare Kelpman’s textile studio offers original and innovative furnishings and clothing accessories, design solutions as well as consultation and training in textiles and design. The studio’s portfolio includes laser-cut window coverings and room dividers, three-dimensional knitted fabrics, glow-inthe-dark curtains and pillows, and clothes and accessories made using the technique of fulling. To create a decorative textile, the designer begins by sketching the ideas, followed by selection and sourcing of the materials. Next, samples are created so that the client can approve the design, and the textile goes into production. For a customised textile, the project takes about one month to complete. The cost depends on the project. Mare Kelpman’s creations have earned recognition in Estonia and abroad. Her laser-cut designs have been showcased in Munich, Vilnius and Manchester; her fabrics were awarded at the international Japan Textile Contest in 2005 and 2006. In 2008, Mare Kelpman won the Estonian Bruno Design Award for best product design.

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Mare Kelpman is an Estonian textile designer with the unique ability to combine traditional textile techniques with contemporary and innovative solutions. The designer creates truly practical and unique items for interior decoration and accessorising.

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Estonian National Embroidery Collection (laser-cut fabrics) and Light & Stripes Collection  (high-tech fabrics)

The task  The designer wanted to create a collection of contemporary decorative textiles, using materials and forms that suit the modern minimalist interior but also help to decorate a room with traditional Estonian motifs. Concept and strategy  The idea for the laser-cut fabrics was inspired by the embroidery created by our ancestors. The embroidery motifs were modified and enlarged, and executed with laser-cutting. The fabrics can be used as room dividers, curtains, roller blinds, and decorative elements. For the pillow collection, the designer used high-tech materials with a new level of quality. Mare Kelpman created the first product samples and designed the sample fabric collections. The materials and technologies used in the design and production process clearly set these fabrics apart from traditional handicrafts. The laser-cut fabrics were made by Laserstuudio OÜ. The glow-in-the-dark fabrics for the pillow collection were produced by the Finnish company Tekstiiliverstas.  Impact and results  In 2008, the glowin-the-dark pillow collection won the Estonian Design Award Bruno for best product design (the competition is organised by the Estonian Association of Designers). The laser-cut fabrics have sparked a lot of interest at many international and local trade fairs. Many customers have bought the pillows and the fabrics, which were also bought by the Estonian Museum of Applied Art and Design for its collections. 

2 3D Collection (fabrics for clothing) and Winter Flower Collection (clothing accessories) The task  The aim of the project was to create high-quality fabrics using an innovative technology.  Concept and strategy  The collections are based on a high-quality wool fabric processed using special methods – different fulling techniques, whereby some of the fabric surface is fluffed up creating sheer ornaments. The semimanual processing of the fabric results in one-of-a-kind products. The created garments are lightweight and warm, with sheer areas in the pattern. Some items in the collection are also created using appliqué. In the creation of 3D Collection and Winter Flower Collection the studio workes with the Finnish company Tekstiiliverstas.   Impact and results  The fabrics of both collections have been awarded at the international Japan Textile Contest in Japan in 2005 and 2006 respectively. The accessories have been well received in Estonia and elsewhere in the world. The fabrics have also been added to the collection of the Estonian Museum of Applied Art and Design. 


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3 Glow-in-the-dark curtains The task  Mare Kelpman was asked to create textile furnishings for a summer cottage by the sea. The client needed high-tech glow-in-the-dark curtains for the children’s bedrooms. The curtains had to suit the overall style of the vaguely historicist building. Concept and strategy  The designer decided to combine folk motifs with glow-in-the-dark stripes and the names of the children of the rooms. The curtains were made using high-quality cotton and a high-tech luminous material. The project was divided into stages: studying the interior, developing the curtain design concept, approval by the client’s representative, selection and sourcing of yarns, creating the design with knitting software, knitting fabric samples, choosing the final design and entering it in the computer program. This was followed by the production and processing of the textiles. Finally the curtains were sewn and fitted. The fabrics were knitted by hand by the company Kangotekstiil OÜ. 

4 Training courses on textiles for Estonian Design Centre, AS Wendre, and AS Stockmann The task  The designer was asked to prepare lecture and training materials, and teach training courses based on the client’s needs. Concept and strategy  The concept was to share information about different aspects, based on the client’s training needs, and give information about the latest textiles and scientific advances in this field.

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Impact and results  The partners were satisfied and have regularly ordered new courses. Client’s contact information  www.wendre.ee / www.stockmann.ee / www.disainikeskus.ee

Impact and results  The client and the interior decorator were completely satisfied with the outcome. The textiles have a homey and cosy rustic feeling combined with a cool twist that the children requested, which made the project unique.

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Client’s contact information  interior decorator Katrin Emmus / kemmus@gmail.com

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mare kelpman tekstiilistuudio


contact

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Maris Lindoja Disain www.lindojadisain.ee

Information and graphic design (analysis of logos, company graphics, brand books) Design of publications (yearbooks, catalogues, brochures) Multimedia design (presentations, multimedia programmes, interface-design)

Fazer Estonia AS Estonian Society of Foresters Estonian Artists Association Estonian Museum of Art European State Forests Association EUSTAFOR

Estonian Russian English

Maris Lindoja Tel. +372 5635 4250

team Maris Lindoja

Maris Lindoja Design offers companies complete graphic design solution packages – including a logo, printed materials and digital presentations, animations and multimedia programmes. Maris Lindoja is among one of the few multimedia designers in Estonia.

The goal of Maris Lindoja Design is, above all, the creation of useful solutions, which work, meet the client’s needs and offer the designer enjoyment in their work. Maris Lindoja, following the development of graphic design, offers some new media solutions apart classic graphic design. The principle followed by the designer: diversified problems translate into more creative solutions. Maris Lindoja Design offers companies corporate design, printed materials and flash animation, as well as service for designing a learning environment, which is currently unavailable in many design offices of Estonia. If necessary, the package of company graphics will include presentation, animations, e-cards, e-business cards, screen savers, etc. Complete analysis of the situation and client’s needs precedes every project, followed by a specific work process – choice, specification and approval of materials and solutions. Whenever working with a client, Maris Lindoja Design pursues the following idea: good design is clear and understandable. It is the designer’s task to make a complicated message as simple as possible. Maris Lindoja Design is mostly focused on small and medium-sized enterprises; the work can be described as fast and profound. An entrepreneur commissioning company graphics should expect, on average, a one-month waiting period; it takes two weeks to complete a 5–10 second logo animation and large-volume printed materials take three months to be completed.

1 Forest Week logo, identity and printed materials The task  The objective of the client, Estonian Society of Foresters, is to guide the development of forestry. One of the events, organised by the Estonian Society of Foresters, is the annual national Forest Week, which is intended to involve as many people of Estonia as possible. The client acknowledged the need for a more attractive and contemporary identifying graphics and materials, which would make the message of the event more visible. The logo of the Forest Week was to be given a facelift, first of all, followed by the creation of a uniform graphics for all the events, related to the Forest Week. The established task was the following:becoming more prominent, while maintaining the conservative nature, characteristic of forestry. The frequency of the event – once a year – also presumes the adoption of a conservative design, which would remain suitable even in ten years. Concept and strategy  The target group of Forest Week is large therefore, the characteristics of the target group could not be observed for designing the logo instead, certain interlinked values had to be searched. The fact that more than half of Estonia’s territory is covered in forests was the key to the solution. A symbol constructed of triangular “spruces” shaped like Estonia illustrates the richness of forests and Estonians’ relations with forest. The symbol, designed with simple shapes, is based on geometric folk art ornaments and provides links with cultural heritage, where forests also play a role. The Forest Week solutions are solved with minimalist, large spots of colour and simple repetitive geometry. The clear and logical shape, given to an event, saturated with traditions, is the strength of the solution. Impact and results  4,000 people took part in the events of 2010. The project focuses on Estonia and develops by year: the discussions have established the need to distinguish the information, intended for single interest groups, to a greater extent while developing identity, respectively.

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Client’s contact information  NGO Estonian Society of Foresters / Heiki Hepner / heiki@metsaselts.ee

2 Localtrade company graphics The task  The client, OÜ Localtrade, importing high-quality toys and leisure products into Estonia, was looking for options of using company graphics to become visible and recognisable for future business partners. As the company is an importer, its main business is B2B. This also explains their need to become visible both for foreign partners and supplies in various parts of European and local Estonian clients or retailers. Strategy and concept  The objective was to create a vivacious logo that would give an impression of a youthful, innovative and credible company, open to everything new. The client preferred bright and vivid colours and denied everything conservative. Impact and results  Localtrade’s logo represents a further development of a well-known symbol, which makes it understandable and memorable in a second. The company got a smiling face, which always evokes excitement and positive feedback. Such a cheerful solution shows that one doesn’t have to be unique to be distinguished, as a wellknown symbol can do a perfect job. Client’s contact information  OÜ Localtrade / Anu Toodu / +372 522 7727


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3 3 2005–2010 Yearbooks of the Estonian Artists Association

4 “Extinguisher” – fire safety course for school children

The task  The client commissioning the yearbooks was the Estonian Artists Association. According to the terms of reference provided by the client, the extra large volume of text and illustrations was to be handled with extreme piety, considering the specificities and structure of the sub-sections of the yearbook. Complex original materials were to be structured in such a way that it could be sensed as a whole. According to the terms of reference, the outcome was to be an informative material packed with text and pictures which are easy to perceive.

The task  Statistics show that the reasons for fires are largely the same throughout the years. This gave the employees of the Estonian Fire Marshals Association and Harju Rescue Service the idea of uploading educating tasks based on typical situations and expecting the students to choose the correct answer from a multiple choice list into an Internet environment for school students. The designer’s task involved the structure and design of the learning environment.

Concept and strategy  Compressing diversified information into a single volume, which is to be restricted by uniform design, was quite a challenge. A yearbook should provide an overview of a whole organisation and therefore, pieces by individual members can’t be enhanced – which is in serious conflict with the nature of art and creativity, always centred on a personality. The share of reproductions was cut down than usual in a work of art in the interest of providing an overview of the organisation. Matching substantial text with pictures made designing the yearbook into a real art of compromise. Impact and results  The Estonian Artists Association is an organisation linking the life of art in Estonia, and designing the yearbook quite a reputable task. The design of the finished yearbook was as simple and purposeful as possible. The yearbook of the Estonian Artists Association is, above all, distributed among its members and also used as a gift of the organisation both in Estonia and abroad. This is also a suitable present to any guests of the Estonian Artists Association.

Concept and strategy  The classic textbook style was to be avoided for the purpose of creating interest in the young students. As schoolchildren were the target group and presentation of the environment was expected to be as expressive as possible, the design was based on the demonstration of an animated situation. The project’s short and appropriate name – the Distinguisher – with a special logo was a good find. One of the characters – the Extinguisher – is the element of both the programme’s identification graphics and the interface, giving feedback on both correct and wrong answers. The style is characterised by schematic approach, restricted to necessary objects only and focusing on the situation and consequences. Impact and results  Many safety materials are available in Estonian; however, “Extinguisher” is unique, based on a structure focusing on certain situations and matching solutions with a playful nature. “Extinguisher” allows one to test his or her knowledge on fire safety without leaving computer and find answers to any related questions. At the moment, the project is open to engage any interested developers and ideas for reaching a new substantial level.

Client’s contact information  the Estonian Artists Association / Jaan Elken / jaan@eaa.ee

Client’s contact information  Mr. Ants Raava / Chief Specialist of Public Affairs Unit of the Northern Estonian Rescue Centre / ants.raava@rescue.ee

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services

clients

languages

MELIORAD Lemmiku 20A 10911 Tallinn , Estonia info@meliorad.com www.meliorad.com

Industrial and product design Architecture and architectural design Environmental design Design and product development consultations

Alfred & Partners Alver Arhitektid Aunin + Melioranski Columbia University GSAPP EAReng Department of Architecture of the Estonian Academy of Arts KMRA Audit Company

Estonian English Finnish Russian

Martin Melioranski Tel. +372 551 2026 Ingmar Melioranski Tel. +372 5661 4990

team Martin Melioranski Ingmar Melioranski Ruth-Helene Melioranski

The team of MELIORAD has long-term experi­ence in the sphere of industrial and product design, environmental design and studies and consultations in the sphere of design and architecture. In addition, the designers and architects of MELIORAD have implemented a number of projects, which have won wide attention in the sphere of service development, interior architecture and rapid prototyping. MELIORAD follows the following principle: a challenge must be identified in every project, followed by pinpointing the client’s real problem, which calls for a solution. Only this will allow the best possible results to be reached, which will bring the client economic benefits and ensure convenience of use for final consumers. MELIORAD boasts substantial knowledge and diversified experiences in the sphere of implementation of new materials both in the fields of design and architecture. The team is highly competent in using computer programmes, required for the implementation of different projects. Modelling will be used to create either a 2D or 3D model data, depending on the specificities of the task, and acquire the information required to produce a prototype and final product in the framework of any project. Thanks to a number of projects launched in foreign countries, the team is well aware of the processes taking place in these markets. Cooperation projects with MELIORAD work smoothly – the design bureau has extensive work experience, many partners in specialty-related fields and, thanks to close relations with professionals in a number of spheres, a possibility to extend the team, if appropriate. MELIORAD will always start any cooperation project by first studying the client and his/her requirements, and only after that by preparing a price offer and initial time schedule. Although such an approach requires at least one week before an offer can be made, the resulting evaluation regarding both the required time and financial resources will be much more accurate. The process and stages of each project depend on the specificities of the project concerned. A new product will evolve from concept to prototype in approximately six months.

1 Glass façade and revolving stairway of City Plaza business building The task  The terms of reference, given by the client and partner, Alver Trummal Architects, was to create a façade solution that could connect with the general architectural concept of the commercial building, hide a parking level and match an urban environment, using a technology that at the time was innovative in Estonia. Concept and strategy  When designing the solution for the parking house façade, Martin Melioranski kept the tilted, unframed sheets of glass treated with a texture, hiding the interior of the building and applied by using silk-screen printing and fixed with steel details, on mind. He used special algorithms to generate a dispersed, abstract structure for the two basic façade modules. He achieved the wholeness of the design by turning glass elements and using varied locations. The same type of concept was also used to design the revolving stairways inside the building. The façade development process included the stages of developing a general parametric structure as a computer-based model, designing a laconic steel structure, development of textural concept of glazed elements and preparation of the data required for digital silk-screen printing. The revolving stairway connecting the last two storeys of the tower block involving a bent metal sheet structure and alu­min­ium panel boundaries with changing perforation was also designed by Martin Melioranski. VH Piire, building the details and performing the related works, and PAL-KLAAS, performing digital silk-screen printing works, were involved in the project as partners. Impact and results  Alver Arhitektid OÜ was awarded the annual architectural foundation prize of the Estonian Cultural Endowment for the architectural and urban construction solution of the City Plaza commercial building. Client’s contact information  Alver Arhitektid OÜ / Tel. +372 641 5533

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2 2 Estelon range of loudspeakers The task  The terms of reference provided by the client, Alfred & Partners OÜ, was to provide an overview of the nature and target market of product concerned and background information of high-end loudspeakers available from the global market. The objective was to create instruments for the reproduction of music, which would ensure emotional experience both with regard to sound and visual aspects. Innovative housing material and logic behind the shape were the prerequisites for obtaining the elegant appearance. The client also prescribed a very high price level, based on exclusivity, for the loudspeakers. North American and European countries were specified as the main target markets. MELIORAD’s challenge was to link the aesthetic harmony of geometric features of the loudspeakers with loudspeakers and other components chosen by the client, creating an acoustically accurate internal and external shape and preparing a prototype model for production technology.

Impact and results  The loudspeaker was officially presented in October 2010 on the website www.estelon.com and successfully introduced at Rocky Mountain Audio Fest 2010, a major audio technology event, taking place in the US. The Estelon XA loudspeakers were also awarded the reputable International CES Innovations 2011 Design and Engineering Award in autumn 2010. Apart from the leading loudspeaker, a whole product family is currently being developed. Client’s contact information  Alfred & Partners OÜ / Alfred Vassilkov / Tel. +372 661 0614

Concept and strategy  The product’s concept was based on a free-form loudspeaker’s housing, having acoustically non-resonant surfaces. Due to complicated geometry, computerbased direct and parametric spatial modelling solution was identified as the project design strategy. Art-to-part technology and milling with a three-axis CNC machine was employed to produce the sample die cast. The loudspeaker development process included the following stages: digitisation of client’s prototype model, development of a concept for shaping aesthetics and refining construction, modelling of free-form and parametric external shape, creation of a concept for additional openings in the housing, spatial modelling of the housing and preparation of the data required for spatial milling. The partners were 3DL of the Department of Architecture of the Estonian Academy of Arts and AW Neoon.

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Naiiv / Lviira Pikk 33 10133 Tallinn, Estonia www.lviira.com

Design and production of clothing Exhibitions Fashion shows

Enterprise Estonia (EE) Stockmann Art Museum of Estonia (KUMU) Tallink

Estonian English Swedish

Liina Viira Tel. +372 5373 8780 liina@lviira.com team Liina Viira

Naiiv is a design enterprise owned by Liina Viira, offering, above all, knitted clothing and accessories inspired by Estonian folk costumes and patterns and sold under the Lviira trademark. The designer has been designing and manufacturing clothing for ten years – for the last five years in Estonia and before that, in Sweden, for the clothing company H&M. Clean lines and shapes, characteristic of Scandinavian design, pepped up by bright colours and patterns of Estonian folk costumes, can be recognised in Liina Viira’s creations. According to the designer, her creative work is based on natural materials, recycling principles and an open approach to experimentation with various materials. All the collections are manufactured in Estonia, where the company enjoys a large circle of business partners. Until now, Liina Viira’s most outstanding clients have been Enterprise Estonia (EE), the Estonian Museum of Art (KUMU), Stockmann, embassies, the foreign service and a number of musical collectives in Estonia and beyond. The designer’s creations were involved in the project of the musical programme of the Estonia pavilion at the 2010 Shanghai EXPO fair and this spring and summer the campaign of Tallinnk. Liina Viira organises fashion shows and exhibitions abroad, at various events introducing Estonia, in cooperation with EE and Estonian embassies. Liina Viira is a highly successful designer, whose creations have been noticed in foreign markets: since October 2010, Lviira fashion line collections have been available from designer shops and museums in Sweden and Germany. The number of sales outlets is increasing constantly in Estonia; at the moment, one can find the clothes that she designs from KUMU, NuNordik, Loomekombinaat (the Creative Plant), SooSoo gallery in Tallinn and Vuhti gallery in Pärnu. In November 2010, Liina Viira’s boutique was opened in the Old Town of Tallinn. Liina Viira’s creations are also available from a number of online stores.

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1 The task  When creating her first collection, intended for sale, Liina Viira focused on the idea of naturalness and recycling, which matched well the colours and patterns of Estonian folk costumes, and the history, origin, culture and traditions of the Estonian people. Clothes and accessories alike had to be both comfortable and warm – this was one of the most important prerequisites. The collection was named Lviira. Strategy and concept  The designer has indentified her target group as follows, when creating her collection: this line of clothing is worn by a woman, who is pretty vane, wanting to stand out from the crowd, while appreciating comfort and natural look. Age is not an issue. She sees fashion not as a rush to blindly follow global trends, but as a tool for selfexpression and personality. Impact and results  The collection is sold both is Estonia and in foreign markets – Sweden and Germany. Future plans include the expansion of the product range, including a men’s line and home textiles. Contact  Liina Viira / Tel. +372 5373 8780


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Taikonaut www.taikonaut.ee

Industrial and product design

Brilliant Marketing Communication FoldPlast Hardmeier Landscaping Department of Tallinn City Centre Administration Smartdust CAVIAR Productions 4ROOM

Estonian English

Veiko Liis Tel. +372 50 83 527 veiko@taikonaut.ee

team Veiko Liis Marko Ausma Kristiina Tuubel

Taikonaut focuses on the provision of product design and product development services. The objective is to create profitable and sustainable products, which are beneficial in a long-term perspective. In their work process, designers will consider the wishes and requirements in all the interested parties; clients, producers and final consumers all play an important role. The competence and experiences of both engineering and design are represented on the Taikonaud team. The creators value simple lines, maximum convenience and reliability. They observe the principle of products they create to have a life cycle long enough to serve future generations. Designers are realists who only produce useful items, attaching high value to sustainable utilisation of resources and an approach that is as ecological as possible, both with regard to production process and later use of the products. The designers of Taikonaud are characterised by flexible approach and rapid response, always offering optimum solutions to their clients. All the design projects implemented by Taikonaut will include certain well-defined stages: the competitive advantages and objectives of a client are identified first; ideas will then be generated and visualised using 3D tools, followed by the drafting of technical working drawings. The process will continue with the calculation of production expenses, manufacture of prototypes and small series, while the final stages include the organisation of production and supervision processes. All these stages make up the service package offered by Taikonaut, which allows individual services to be extracted and subscribed for, if applicable. Those working with Taikonaut must keep in mind the fact that product design and development are a long and time-consuming process. Six months is the shortest period for the creation of a product; however, in reality, two years would be a reasonable period of time to consider. Taikonaut’s biggest dream and objective is to participate in various research and development projects; their portfolio already contains the first design projects of this nature.

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1 Foldable jug for milk in plastic sales packaging The task  Taikonaut designers noticed that jugs available for fitting milk in plastic sales packages are often not available in the vicinity of dairy products counters. Buyers chose milk in plastic or tetra packages depending on whether they had the requited jug at home or not. The design process was launched with the purpose of making the use of milk in plastic sales packages more convenient and stylish. The initial challenges included the creation of a product that would convey ecological ways of thinking. The main problems to be solved included sales and finding a possible client/partner. Strength and longevity were the main key words characterising the product to be created. The intent was to create a product that would be sustainable and ecological, being characterised by a long and active life cycle. Concept and strategy  The project started with a study to find out that approximately 90% of milk sold in Estonia is packaged in plastic. It also became obvious that milk packaged like that is not sold only in Estonia, but also large countries like Brazil, Argentina and India. Product development was started by comparing different production technologies and cutting and folding of a polypropylene jug turned out to be the best match for the terms of reference. The project was divided into stages, which took more than two years to complete, involving a number of issues, like designing the construction and its presentation, further development of connections and technical fixtures, production, marketing and pricing. Additionally, special hanging product baskets, fitted to shelves of dairy products, were developed for the product. A website, sales materials, instructions and wholesale packaging were created simultaneously with the product. A business partner – OÜ Foldplast – was found.

Impact and results  A completely new product was designed to take a place beside the traditional plastic jug, strongly standing out from other products available on the market, being more compact, convenient and easier to market. The product also adds value to cheap milk with its design, demonstrating that well-designed products aren’t necessarily expensive or exclusive. Foldable plastic jugs have been sold in a number of large Estonian chain stores for just over a year. Another completely innovative product, simplifying the handling of sour cream packages, was added in spring 2010. At the moment, negotiations with a number of foreign countries using plastic to package milk are in process. In 2010, the international panel of judges of the Estonian Design Awards Competition awarded the foldable jug a Bruno Design Award in the product design category. Client/partner  Foldplast OÜ / sellers: Selver, Prisma.


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2 Research Project BrainCapsule The task  Taikonaut was contacted by Cognuse OÜ with the wish to launch a joint project to develop a new integrated solution, including both hardware and software – BrainCapsule – for developing the cognitive abilities of the elderly. The creation of a computer game included the creation of a user interface that would be compatible with available gaming consoles and could be used intuitively, without extra instructions. The specificities characteristic of end users made the project highly interesting. Concept and strategy  The strategy adopted by a design company for research projects, must be very flexible and open to any changes. Taikonaut chose a strategy focusing on the production of a fast prototype, which would consider the needs of a moment, to solve this task. The designers enjoyed the advantage of knowledge of different production methods and opportunities and prices charged for producing prototypes. The long working process included a number of stages, which all started with writing down a description of terms of reference, needed for test equipment or detail, incl. the identification of quantity and number of details. The drawings and prototypes, which were also assembled, if appropriate, were then developed. Impact and results  Taikonaut’s participation in research projects will guarantee its partners more alternatives for making real equipment and prototypes and shall diminish the time required to complete the process. Cognuse OÜ operates in a global market, being among the best within a very small niche. The project will continue; longterm plans are made. Client/partner  Cognuse OÜ.

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3 Sustainable cleaning device for trading, warehouse and production facilities The task  The aim was to create a piece of equipment that would add an ecological dimension to cleaning services. Several surveys were conducted among a number of companies providing cleaning services to specify the terms of reference and acquire additional information. One of the studies of cleaned facilities was the Elcoteq factory, where the cleaned floor area is approximately 26,000 square metres, cleaned with electrical combotype equipment. A mop – while a classic and highly universal floor cleaning device – will be a bit slow, considering the size of the treated areas. Considering the real needs of a number of large cleaning companies, the terms of reference focused on creating a novel piece of cleaning equipment that would work with no electricity or with minimum power requirements, while being light and convenient enough to be carried around while having the efficiency required to clean large areas. Concept and strategy  The first stage of work involved the visualisation of the products’ operating principles, production-related costs and detailed engineering solutions aside. The most minimalist solution was identified next, abandoning everything that wasn’t absolutely necessary or would make production of the equipment expensive. Special attention was given to the development of accurate operation scenarios, development of ergonomics and production of operating prototypes for testing. Impact and results  The project focused on the intent to devise extremely convenient and user-friendly cleaning equipment, which would offer a competi­ tive edge by helping save on disposables. It is intended to sell and market the outcome of the project all over the world. At the moment, Taikonaut is looking for suitable business partners that would help deal with sales and production. taikonaut

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Ten Twelve Narva mnt 9a 10117 Tallinn, Estonia www.tentwelve.ee

Industrial and product design Information and graphic design Environmental design Service and experience design Design and product development consultation

Defendec OÜ Hotel Viru Isku Möve Pioneer Engineering Group Sokos Hotel Viru Viru Shopping Centre Heureka Science Centre Tallinn University of Technology

Estonian Finnish English Russian French Swedish German

Evely Kasemaa Tel. +372 5663 0001 evely@tentwelve.ee Jukka Halttunen Tel. +372 5621 6173 jukka@tentwelve.ee

team Jukka Halttunen Tarmo Härmaorg Emmanuel Meslet Evely Kasemaa Marjut Nousiainen Margit Lillemaa Lotta Ojaver

Ten Twelve’s goal is to make sure that their business partners’ product, brand or business is suc­ cessful on the market. To do this, they rely on their skills and expertise in product development, graphic design and industrial design. Ten Twelve wants to create products and solutions that consider the values and expectations of both the target group and the client, and meet market needs. The Ten Twelve team includes five designers with an inter­ national background. By combining the team’s compre­ hensive expertise and skills, the team creates successful solutions for the domestic and international markets. Ten Twelve’s goal for all projects is to boost the client’s competitiveness while keeping production costs low, and create products that are easy to use, recyclable, goodlooking, and have unique brand logic. The firm executes design projects in a range of areas, from furniture and furnishings to user-interfaces and interactive objects. Ten Twelve divides its projects into four separates stages: definition of the terms of reference along with the client and background research, followed by the creation of preliminary designs and sketches. Based on the preliminary sketches, the team determines the directions that best suit the client’s targets. Next, the firm creates advanced digital 3D models, mock-ups, photorealistic visualisations, and drawings. Based on the feedback received from target group representatives, the client and manufacturer, the team develops the final product and tests prototypes, after which the product is launched on the specified markets. To ensure fully functional technical solutions and accurate calculations, the designers work with product development and engineering firms in Estonia and Finland. If a project involves huge amounts of work, other firms and freelance designers are hired as extra help. The products and services developed by Ten Twelve are sold in Estonia and in many other countries, including Finland, Denmark, Sweden, Norway, Russia, Lithuania, Latvia, Bulgaria, Romania, Italy, Germany, France, Australia, the UK and the US.

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product design

1 Möve – a line of bathroom accessories The task  The bathroom accessories line was developed in cooperation with the client, an Estonian manufacturer – the Germany-based Möve chain was their client. Möve is a brand that primarily sells bathroom products. According to Möve’s representative, Möve wanted to expand the existing product portfolio and add soap dishes, textile shower gloves and towel racks. The task of Ten Twelve was to conduct market research in order to identify the current trends on the German bathroom accessories market and to choose a design style suitable for Möve, in order to expand the existing range. Good cooperation with the client was essential throughout the process, as the designers had to use the production technologies and materials specified by the manufacturer. The challenge was to create a new product line for the bathroom accessories market in Germany that would follow current trends and complement the existing range. Concept and strategy  In the first stage of the project, a new uniform product family was created, and the design of Möve’s existing product range and the customers’ preferences were analysed. In the second stage, the first product sketches were made, based on the information gathered about the German market. Several alternative solutions were developed to find the optimum design for production. The initial sketches were narrowed down to a smaller selection that was developed further with the first technical drawings prepared. The client had constant contact with Möve and received quick feedback to allow the designers to develop the most suitable products for Möve. The product range was transported to Germany.

Impact and results  The products were successfully sold all over Germany. As the planned sales period of the range was up to one year, the line is no longer in production. Client’s contact information  www.moeve-shop.de


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2 2 Surveillance device for Defendec OÜ The task  In partnership with Defendec OÜ and the Estonian Border Guard, Ten Twelve participated in the development of a product for the company Defendec OÜ – a surveillance device, intended for monitoring various strategic facilities, such as state borders, oil pipelines etc. The task was to create a surveillance device for outdoor applications that would be as compact and unnoticeable as possible. Also, the product had to blend in with different external environments (forests, city, desert, rocks, bodies of water etc), meet high ergonomics requirements, and allow easy and fast installation. The product had to be very waterproof as well as protected against vandalism and theft.

Impact and results  The advance models are tested and sold in several European countries. Preparations are in progress for mass production of the surveillance device. The outcome meets the set targets; the product has unique properties and competitive advantages on the international market. Client’s contact information  www.defendec.com / Tauri Tuubel / tauri.tuubel@defendec.com

Concept and strategy  The project started with background research to determine the different approaches and available options. Ten Twelve analysed existing solutions, products and systems that have similar functions. Based on the research, Ten Twelve developed the product and the different application concepts, including “best use” scenarios, concepts based on the functions, a comparison and analysis of different technologies, and a visual analysis in order to design a form and appearance that the target group would consider reliable. Based on these concepts, various draft versions were created, after which the best ones were selected with the client, and developed into functional mock-ups. Different solutions were tested on the target group, simulating realistic application situations. The test results were analysed before further product development and the creation of a digital prototype. In the next stages, Ten Twelve created prototypes for different conditions, functions and applications. The product was tested on sites managed by repre­sentatives of the target group and by the potential customers of Defendec OÜ.

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Velvet Niine 11 10414 Tallinn, Estonia Tel. +372 521 6162 info@velvet.ee www.velvet.ee

Information and graphic design Service and feeling design Environmental design Industrial and product design Consultations on design and product development

Eesti Energia Bank of Estonia The Republic of Estonia Elering EMT ESA (Business Support and Credit Management Foundation) Estonian Air NASDAQ OMX Tallinn The Nordic Council of Ministers Office in Estonia Raidla Lejins & Norcous Meiren Engineering TV3 WNB

Estonian Russian English Finnish team Janno Siimar Mart Lankots Marion Jõepera Kaarel Vahtramäe Jaak Peep Tim Martin Rainer Olbri Magnus Haravee Liina Jakobson Lauri Pugast Kristian Kirsfeldt

Velvet is an association of creative teams, where coherence and clear messages connecting people are created. The designers of Velvet work in close cooperation with clients, enjoying the challenges offered by the constantly changing environment. This is an agency where the client’s wisdom, users’ needs and our own skills are combined to get the results. We. Make. Sense. Velvet is a company’s strategic partner in the sphere of visual communication, which is focused on service, communication, product, publication, and environmental and interaction design. The regular business of the agency also includes graphic design, creation of brand strategies, product mediation and programming. The common purpose of Velvet’s designers is to create clarity and desirability. Every project launched is a process that starts by identifying the client’s needs, challenges and possibilities. This is how Velvet’s team finds and develops tools that will turn important values into profitable solutions, which are really needed. Design forms a part of a business strategy and this will always remain a part of the future. For Velvet, a futurefocused process starts with the knowledge that the work we do is based on vision, identified in close cooperation with the client, and the objectives established.

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graphic design

1 Interior Graphics of Business Support and Credit Management Foundation’s (ESA) Creative Incubator The task  Creative Incubator is an entre­ preneurship environment for companies involved in the sphere of creative business. It was opened in autumn 2009 in the Baltika Quarter, Tallinn. Velvet was given the task of developing an inspiring creative concept and graphic design for the freshly renovated indoor facilities of the Creative Incubator. The powers of interior graphics were to be employed to create a warm, cosy environment that inspires ideas. The relatively short implementation period of the project served as a challenge; less than two months was available to bring the interior graphic design to life. Concept and strategy  The purpose of interior graphics was to link companies operating on two floors, thus creating an inspiring environment for the residents of the Creative Incubator, immediately conveying the atmosphere governing the Creative Incubator to any visitors, while helping them move around without losing their way. A streamline grapevine pattern, combining the names of offices, meeting rooms and any extra premises, is the recurring feature of the interior design concept. The details of the pattern start from the hallway and will lead the visitor along the stairs towards the Creative Incubator. All room numbers are given in the different languages of the world – a solution that offers a challenge both to the residents of the building and visitors, letting them know that they’ve come to a place where their thinking should not follow the established patterns. Interior graphics are supported by pictures of animals and inspiring quotations, which support the functions of premises in public use.

Impact and results  Today, 20 creative companies are operating in the premises of the Creative Incubator; the working rooms of ESA staff and support personnel are also in the same building. The internal graphics, created by Velvet, won a gold medal in the category of environmental design at the 2009 ADC*Estonia design awards competition. The project was awarded a Silver Egg in the category of illustrations at the 2010 Golden Egg competition. Client’s contact information  Business Support and Credit Management Foundation / Anu Lõhmus / info@esa.ee / www.esa.ee


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2 Meiren Snow The task  Meiren Engineering OÜ is a company involved in the sphere of product development and engineering; the company’s main business includes the development of snow ploughs, buckets and special equipment. Velvet was given the task of creating a new brand and marketing strategy for penetrating new markets – Scandinavian countries, Iceland, the US and Canada. The challenge involved the creation of a visually strong brand, which could be distinguished from competitors and would convey the brand’s promise, reflecting the attitude of Meiren’s owners and employees, while influencing the regular user of Meiren’s product – a snow plough – capable of appreciating the high quality of Meiren’s products, their convenience and reliability. Concept and strategy  The project included the following stages: choosing the strategy, identifying identity, wording the brand’s promise or slogan, creating a collection of photos, choosing the communication media, creation of a website and preparation of marketing and sales materials. The agency passed all these stages in cooperation with the Velvet Creative Alliance’s teams, also involving, apart from the strategy and design team, a web team (Velvet DigitalPaper) and a photo studio (Kliff ja Klaus). A brand and slogan reflect the attitude of Meiren’s owners and employees both towards the consistent development of the company and product development. A website providing an excellent overview of Meiren’s sub-brand products and working principles was launched as the outcome of the web team’s efforts. Velvet also developed new sales and marketing materials, an action plan for social media channels and souvenirs to be used at product-launch events and fairs – all as a part of the marketing strategy.

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Impact and results  After the new brand was launched, Meiren Snow products have been sold to all countries shortlisted as the main targets, and active work to penetrate new markets is in process. Compared to 2009, the company’s management expects the turnover to be increased by more than 20% in 2010. Client’s contact information  Meiren Engineering OÜ / Toomas Uibo / toomas@meiren.ee / www.meiren.ee

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3 Information Graphics for NASDAQ OMX Market Information The task  NASDAQ OMX Group, Inc. is the largest market exchange group in the world, which provides services related to trading, exchange technologies and listed companies on six continents. Velvet’s task involved development, design and technical implementation of a solution, which would show the trading information of a Baltic securities market in real time, while being visually attractive, informative and easy to understand and perceive. Concept and strategy  Presenting large clusters of information in a format that would be understandable at a glance was the main challenge. The team employed all the methods of information graphics and a number of geographic shapes, which allow illustration of the dynamics of numerical information achievement of the best possible results. The team toyed with a number of ways for presenting the information and their possible combinations. Technically, the Flash platform was engaged to provide the information graphics solution. AMF format was used for fast and economic communication of information. The chosen technical solution allows the system to be used directly on the website or as a desktop application in any standard computer, if applicable. Impact and results  As a result of the project, the securities exchange information of the Baltic States is fitted into a graphically attractive and comprehensible format. NASDAQ OMX uses this application on large TV screens in its office and the lobby of the office building. Additionally, the trading information is shown, in real time, in the demonstration centre. The developed graphic solution has been recognised at a number of competitions. Today, the same solution is being used by a number of companies belonging to the NASDAQ OMX group in Latvia and Lithuania. The Nordic exchanges have also expressed their interest in adopting a similar solution. Client’s contact information  Tex Vertmann / tex.vertmann@nasdaqomx.com / www.nasdaqomxbaltic.com


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The task  The State Chancellery organised a competition to choose an anniversary logo to celebrate the 90th anniversary of the Republic of Estonia. The logo was meant to become a symbol, marking the whole year, a landmark conveying the character of Estonia and the Estonians, the growth stage that our country has reached. Concept and strategy  The designers of Velvet pursued two main goals when creating the logo: functional features and meaning. As the sphere of use of the symbol was extensive, it had to remain visible all year and long after the end of the year of anniversary, it had to be clean and simple and match a variety of backgrounds used for the logo, being dignified and outstanding, yet not become repetitive. The logo was also intended to represent Estonia, convey development, focus on future, cleanliness and a natural environment while symbolising our country as a whole – our history, our progress and our future. As the result, the Estonia 90 symbol was born, which features a strong blade of grass. The sign symbolises inner strength, which is like a torch for Estonians. The number 90 was fused into a language of signs; it was there as a numerical landmark, however, remaining unnoticeable for many at first sight. Impact and results  The sign marking the wholesome entity of the anniversary year, won recognition over the year both on official and public levels in general. People demanded various items with the anniversary logo; the playful yet elegant symbol was noticed and appreciated. The distinguishing graphics, standing for vitality and integrity, won the Golden Egg award in the company style category in 2008 and the symbol of the anniversary year even made it to the one-kroon coin. Velvet established an online store for the website of the State Chancellery; the store offered a variety of souvenirs, intended and created for the anniversary year. The state used the anniversary logo on all the publications and media involving the use of the logo. Client’s contact information  State Chancellery / info@riigikantselei.ee

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Tallinn Dolls represents a ready-to-wear brand of clothing. The creators of the brand, Karolin Kuusik and Liisi Eesmaa, have given the brand, apart high-quality design, also the seal of their own personality and character.

The secret recipe of Tallinn Dolls: 100 g of classic beauty Endless quantities of style, a dash of boldness to taste and just a pinch of feminine spice Outstanding, dazzling and playful, yet can be worn every day. From women with character to women with character!

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tallinn dolls

www.tallinndolls.com

It’s an art to fuse strong design and consumer-friendly aspects, however, this is the main goal of Tallinn Dolls.


www.artun.ee

www.artun.ee/teenused www.artun.ee/uslugi www.artun.ee/services

äri on kunst kunst on looming looming viib edasi

Collaboration opportunities offered by the Estonian Academy of Arts www.artun.ee/services

Koostöövõimalused Eesti Kunstiakadeemias www.artun.ee/teenused

бизнес – это искусство искусство – это творчество творчество – это движение вперёд Возможности сотрудничества с Эстонской Академией Художеств www.artun.ee/uslugi Yhteistyön mahdollisuudet Eestin Taiteiden Akademian kanssa www.artun.ee/services

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Tallinn Creative Incubator Launchpad for creative start-ups! * Ca 50 creative start-ups – fashion designers, jewellers, glass artists, interior architects, graphic designers, photographers.

* Best supportive environment for business growth and development: know-how, joint marketing, networks.

ESA Tallinn Creative Incubator / Veerenni 24C, 10135 Tallinn, Estonia Manager: Ele-Mall Vainomäe, elemall@esa.ee, tel +372 604 0621

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* The 2nd place winner of the global Best Science Based Incubator 2010 award.

www.esa.ee


Ärijuhtimise magistrikraad teenuste disaini valdkonnas Tartu Ülikoolist – unikaalne magistriõppekava Eestis Õpi tundma disaini rakendusvõimalusi teenindusorganisatsioonis ja elamust pakkuvate teenuste arendamisel, arenda loovat mõtlemist ning projektide juhtimise oskust. Õppetööd viivad läbi TÜ majandusteaduskonna ning Pärnu kolledži õppejõududele lisaks rahvusvaheliselt tunnustatud disainipraktikud ja õppejõud. Vaata lisainfot: www.pc.ut.ee/teenusedisain

Wellness and Spa Service Design and Management - unique Master programme in the whole Europe. Learn about wellness philosophy, spa management, service design, spa treatments. Experience international network of lecturers, practical internship and study-trips, innovative web-conferences and studying partly online. See more information: www.pc.ut.ee/wellspa

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Design Excellence Estonia is inviting new members to join!

Estonian Design Centre

The Estonian Design Centre is inviting Estonian design bureaus to join the Design Excellence Estonia network, which is the meeting place of competences, opportunities and contacts of design sphere. The Estonian Design Centre offers companies that have joined the Design Excellence Estonia network development opportunities realised through training courses, counselling and contact-finding events and their contact information will be made available for potential partners both in Estonia and abroad. Being a member of Design Excellence Estonia will facilitate the business of design bureaus, enhancing design and business competence and cooperation with clients of other design bureaus and clients using design services.

The Estonian Design Centre is a promoter of the sphere of design, providing various contributions to the development of a knowledge-based, creative and competitive Estonia. The mission of the Estonian Design Centre is to create an environment that is inspiring, innovative and facilitates cooperation in developing design. We believe that good design will translate into profitability in economic, social and environmental terms.

Companies offering design services in the following spheres are welcome to join Design Excellence Estonia: • Information and graphic design • Industrial and product design • Clothing and textile design • Service and experience design • Consultations on design and product development • Environmental design You are asked to complete a registration form and pay annual dues to become a member. The related conditions and additional information are available on the website of the Estonian Design Centre at www.disainikeskus.ee or from the Development Manager of Design Excellence Estonia: Sirli Nõmm / sirli@disainikeskus.ee / Tel. +372 523 0561

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estonian design centre

The Estonian Design Centre pursues the following goals: • Improving the design and business related skills of design bureaus and designers to enhance their competitiveness; • Supporting effective use of design in companies and public sectors with the purpose of promoting innovation and the development of world-class trademarks, products and services in Estonia; • Marketing the design sector in both Estonia and abroad to create a favourable business environment for providers of design services; • Supporting the development of national design policies to facilitate the use of design by means of national regulations. The Estonian Design Centre is operating to enhance the role of design both in Estonian business and the public sector, offering consultation on new product and service development and strategic management. In addition, we take active part in new partners launched in the sphere and various business initiatives. The Estonian Design Centre organises various in-service training courses, contact finding events, workshops, seminars, studies, brainstorms and exhibitions and acts as an expert and consultant on design issues. Additional information both on the activities of the Estonian Design Centre and events taking place in the sphere of design is available from our website at: www.disainikeskus.ee and electronic newsletter: uudiskiri.disainikeskus.ee All interesting proposals are welcome via E-mail at: info@disainikeskus.ee The Estonian Design Centre was established in 2008 by the Estonian Academy of Arts, Tallinn University of Technology, Estonian Association of Designers and the Estonian Institute of Design.


Estonian Design Centre Kooli 7–4, 10133 Tallinn, Estonia Tel. +372 631 1508, info@disainikeskus.ee www.disainikeskus.ee


Catalogue of the Estonian Design Agencies 2011