- Arts & Culture
- Fashion & Luxury
- Government & Associations
- Media & Entertainment
- Client National Board of Industrial Injuries
- Year 2007
Art and identity
Art can be a vital strategic tool when a company wishes to express its identity to employees, customers and partners. Therefore, e-Types has incorporated art into it´s strategic business services.
When the National Board of Industrial Injuries (Arbejdsskadestyrelsen) in March 2007 opened its newly renovated premises, fine art lined the walls welcoming the Boards employees. Prior to the purchases of 66 works created by 14 young Danish artists, e-Types had carefully looked into the Board's values and strategies:
"We have, among other things, observed their work and interviewed the people who work there. It was interesting to experience what they would like: That art should challenge them and give them new perspectives on their daily work. Several said that the art should shout out loud enough that they would remember it when they left the place,"
says Michael Thouber, Head of Art & Culture at e-Types.
"Art has gone from being something that would look pretty in an office to become a serious tool that can communicate the company's values. The National Board of Industrial Injuries realized rapidly that it is not about whether anyone think that art is nice or ugly. It's about art deliberately chosen in relation to the Board's vision and personality,"
says Michael Thouber who researched several months to select artists and artworks.
Piece at The National Board of Industrial Injuries by artist Kristian von Hornsleth
Translating strategy into visualsFor more than 10 years, e-Types has advised institutions and enterprises in graphic design solutions, branding, strategy and identity programs.
"During the years, we have developed many ways to translate strategy and big ideas into visual universes. It is from this experience that we are able to transfer some of the work methods in working with art in three dimentional spaces. It is important that the art is not used as a banal translation of the company's values or as pure decoration. The role of art is to defy and evade general categories,"
says CEO of e-Types, Søren Skafte Overgaard.
"We believe that this area is so important that we have taken our own medicine. During the past years, we purchased our own art collection here at e-Types. And fortunately, the art is of course sufficiently unpredictable that we and our customers are inspired and challenged by it every day "
explains Søren Skafte Overgaard.
Detail of a wall painting by artist John Kørner