Meet Freja – the branding designer with a keen and artistic visual eye

Aligning business, communication and arts

If you haven’t met Freja yet, you’re missing out on something. Our most recent addition to the branding team is not only a talented visual designer, but also a lively, present and sharp colleague, and a remarkably attentive listener. What are her thoughts on the role of branding and visual communication for organisations, their products and services? Read our interview to find out.

Branding as a tool to influence our opinions and actions

When speaking to Freja, it soon becomes evident that she views branding and visual communication as highly strategic tools. And according to her, branding, like anything else, can be used both for good and for bad. ”Branding plays an important role in society. It influences our opinions and how we make decisions, big and small. It affects how we vote, what profession we choose, what food we eat and what we do with our free time.” She continues; “This means that brands and brand designers have a significant responsibility. At its best, branding can be used to help people make informed, conscious choices. At its worst, it can be used to manipulate and deceive, like with green-washing or pink-washing.”

“Branding influences our opinions and how we make decisions, big and small. It affects how we vote, what profession we choose, what food we eat and what we do with our free time.”
Freja Emilie Hyldgaard, Designer, EGGS Design Denmark

Building relationships and creating consistency

Seeing it with strategic eyes, Freja points out the importance of working holistically with brands, and to not treat it as mere aesthetics. “A good brand has a strong and authentic core, and it’s aligned both internally and externally so that it connects with people. You can’t build a strong brand to consumers without having an equally strong brand internally in the organisation.”

However, she doesn’t deny the importance of the visual aspect of a brand: “It of course needs to reflect the tone of voice, the soul of the company or the product that it’s representing. And to serve its purpose well, and to be remembered by consumers, it has to be easily recognisable and flexible. It needs to be easy to adapt to different formats and contexts.”

Freja is an inspiring designer to talk to – and a remarkably attentive listener. When you speak with her, she focuses one hundred percent on what you are saying. A quite rare trait, we dare to say.
“A good brand has a strong and authentic core, and it’s aligned both internally and externally so that it connects with people. You can’t build a strong brand to consumers without having an equally strong brand internally in the organisation.”
Freja Emilie Hyldgaard, Designer, EGGS Design Denmark

Branding is…everything

What is branding? If you ask Freja, it’s everything. She insists that a brand is not only a logo, a slogan or the visual elements that a company displays. “No, branding is everything together. You can’t separate a brand from the product itself, for example. Or from the customer service that the company provides. A successful brand knows this. You have to make sure that all parts – communication, digital channels, products, services, points of sale, service touch-points – are aligned and speak the language of the brand. There is no use creating a fantastic graphic manual and mission statement, if this is not aligned with the rest of the company and what it represents.”

“You can’t separate a brand from the product itself, for example. Or from the customer service that the company provides. A successful brand knows this.”
Freja Emilie Hyldgaard, Designer, EGGS Design Denmark

Where business and arts meet

Freja is, as we can hear, is a designer with a flair for business. But it’s impossible to escape her passion for the arts, and her artistic talent is evident. Before she joined EGGS, she had worked on several performing arts projects, with performance design and light installations. Her interest in art was also the reason she chose design as a profession: “For a long time I thought I was going to become an artist. But then the analytical voice in my head reminded me of its presence…So, I figured design was the perfect combination. I could make use of my aesthetic skills, and at the same time work with something structured and analytical. “

Sounds interesting?

Freja Emilie Hyldgaard

Let's talk to Brand Designer
Freja Emilie Hyldgaard
+45 302 71 806
Email

Katja Egmose

You should talk to Country Manager Denmark
Katja Egmose
+45 299 00 197
Email

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