DEN Group is a new company, founded in 2017, operating in the Multifunctional Premises, Homes and Services sectors, where it is a leader in selected segments and has a diverse portfolio of services.

The goal is to serve the customers in a comprehensive way in their unique individual dreams related to living, working, and free time. DEN offers an extensive and constantly improving range of products and services covering the design, building, renting, and life cycle services of homes and spaces.

We partnered with DEN and helped them to innovate their business model and designed the new brand strategy and identity, with comprehensive guidelines.

The journey began with the brand strategy renewal and business model innovation. The core challenge and opportunity was to leverage the existing sub brands into one, new cohesive service based business model.

The brand strategy was based on creating a new company with a service based approach. The strategy aligned the company to be customer-centric, with an emphasis on building a platform as a service provider.

The new visual identity was developed in tandem with the brand strategy. The focus was on building a contemporary experience to match the new service model. A soft and natural colour palette was introduced to connect the brand with colors found in Nordic home interiors and spaces. The logo was developed to represent both the space that people inhabit, as well as to use it as separate components. When used as components it mimics building components and structures and is modular like Den’s services.