Heydays devise a generative identity system for Scandinavian digital marketing agency Generaxion
With over 350 employees across Denmark, Finland and Sweden, Generaxion is one of the largest and leading digital marketing and strategy agencies in Northern Europe. Looking to take their brand in a new direction in-line with their status, they sought the help of Oslo-based design studio Heydays; who began the project by finding intrigue in Generaxion’s existing brand strategy. Titled ‘A New Breed of Digital Marketing Talent,” the strategy revolved around themes of digital natives, ecosystems, evolution, the new generation and organic marketing.
Naturally, this led Heydays to explore concepts with both a digital and organic feel; a direction that guided them to be inspired by biomechanic science fiction and the iconic artwork of HR Giger. Despite their initial moodboards looking like they were branding a techno music festival, Heydays’ sources of inspiration led them to a solution that, while having a precise technical edge, feels friendly, engaging and warm.
Rather than trying to hide the unusual spelling of Generaxion’s name, Heydays chose to embrace it by using the ‘X’ as the core element of their graphic system. With a multitude of versions that differ across nearly every application, the ‘X’ matches Generaxion’s vision of being at the forefront of the ever-changing and evolving digital landscape. To create a truly iterative system for the ‘X,’ Heydays developed an app that allows Generaxion’s employees to produce their own personal versions for use across their own internal and external communications.
A more subtle, but equally important piece of Generaxion’s identity, is Heydays’ choice of Du Nord as the primary typeface. A characterful yet versatile sans serif family from Copenhagen-based foundry Playtype, Du Nord possesses subtle angular details that portray a digital precision while aligning with the contemporary energy of Heydays’ generative system.