Be true

We help our clients live out their true identity and grow from there.

Identity driven strategy

Insights

– Why you should always begin with an inside-out perspective. Most of us work with strategy these days. But regardless of whether you work with a business strategy or brand strategy, work on strategy, in our view, always starts with the company’s, organisation’s or brand’s identity.

Strains matter

Strategy and corporate design

We have worked closely together with the Human Health team at Chr. Hansen to support this very successful and fast-growing business line in achieving their ambitious goals. In doing so, we have had both of our key competencies in play – strategy and design.

Down to the wire

Corporate strategy and design

In 2017 NKT Holding acquired ABB HV Cables and  changed their name to NKT – hence the need for a new identity. We helped with strategy and design and rewrote NKT’s core story and created the new visual identity on top of that. 

Connected to the future

Corporate strategy and design

The strategic work identified the Why of Toon, and detached Toon of the perception of being a thermostat – and defined it as a technology.

Expressing DNA in words and visuals

Corporate strategy and design

Strategy work and new visual identity for Lægernes Pension & Bank.

The sky is the limit

Corporate strategy and design

In 2017, the VELUX Group set the ambition to create a commercial division under the VELUX Brand offering daylight and fresh air for the commercial market. Up until then, VELUX had been a one brand company, with a market leader position in the residential market. 

Our approach

We believe that identity is the only truly sustainable competitive advantage. Everything else can be copied. At IDna Group we are driven by the desire to help companies, organisations and brands realise and harvest the power of this often-underestimated business asset – the identity.

Corporate strategy

Effective strategies are built on an organisation’s DNA. We help uncover it and shape it into a driver of business results.

Corporate design

Visual identity is the most powerful expression of corporate strategy and the shortest climb to stand above and beyond the competition.

Brand strategy

Every effective brand position in new and existing markets must be built on a strategy of relevant and unique differentiation.

Brand design

It is through visual identity and package design that brand strategies come to life and deliver business results.