CAPSTONE PROJECT

E-TYPES: WHICH DESIGN?

BY ALINA CHERNOMAZ
KYIV, UKRAINE
DECEMBER, 2019
 What kind of company
e–Types is now

✓ e-Types is a Copenhagen-based identity design firm currently on the

rise. As a result of several merges of smaller firms, e-Types came into
existence with the mission of “Smash the World of Design”. Its
extremely edgy and revolutionary approach has already brough the
firm success, abundant client and cash flow and international
expansion.
✓ e-Types digs deep into the soul of the company as well as its
strategy to see and express not only where it is but also where it
wants to go. They create an identity that people feel at home in but
also that is promise that they have to work every day to fulfill.

01
 Which design e -Types should
choose for Team Denmark

The choice should be made in favor of the edgy design for the
following reasons:
• e-Types’ existing strategy of exploiting company’s unique edgy vision
has already proved successful by attracting attention to them and
rendering them invitation to participate in Team Denmark identity
design competition.
• Both the designers and the management are clearly not proud of the
traditional design and would not like to be associated with it. Opting
for it would also have a negative impact on the employees’ morale
and their creative capacity.
• Company’s financial standing and workload are good enough not
require grabbing every work opportunity out there. 02
 e-Types strategy going
forward Plan

Ploy
Two main currencies of the company:
Strategy
as
- Prestige/street respect/doing something great
- Money/cash flow
Given pretty sufficient workload and cash flow, the more Perspective Pattern
important question is what kind of company e-Types wants to
be.
e-Types wants to be a company that challenges its clients. Position
Therefore, it should adopt strategy as perspective relying
extensively on the organizational culture and collective creative
thinking of its employees.
03
e-Types strategy: perspective
and differentiation

➢ Given that e-Types was created with the mission to smash the world of design, its different
and edgy corporate identity naturally defines its strategy
➢ e-Types growth ambitions can be fulfilled without compromising the company’s identity but
by dedicating more resources to studying their clients, where they want to be and finding the
right arguments to promote their designs
➢ International expansion should also be targeted and focused on the locations with high
concentration of businesses that strive to be different (start-ups, fashion brands, etc.)

04
 e-Types strategy implementation
SHORT-TERM
• Strengthen the team and invest
more in strategic analysts to
better study the clients and find
arguments for selling more
revolutionary designs. Thus it
would be possible to widen
company’s appeal without
compromising its own identity
MEDIUM-TERM
• Conduct an advertising
campaign showcasing e-Types
portfolio highlights outside of
specialized media to give
impression of the company’s
character to a wider public
LONG-TERM
• For overseas presence, explore
locations with greater
concentration of start-ups,
conceptual fashion brands, eco
brands, etc., and establish fully-
owned subsidiaries (e.g. New
York, San Francisco, London,
Berlin, Barcelona).
05
THANKS