Identity driven strategy and design

At IDna Group, we develop sustainable, competitive advantages for companies and organisations, by helping them understand and realise the uniqueness of their identity. We believe in letting your identity – who you are, and why you are here – be the foundation for everything from business strategy, culture and behaviour, to positioning, and brand building. By introducing identity as a management tool, we are changing the way companies think and work, by empowering the organisation with a compass that becomes a frame for decision-making, a parameter of differentiation, and generates measurable results.

Our Belief:

Be True

We help our customers live their true identity and reap the benefits from this.

Our Client Promises:

Discover It.

We will discover your identity, your inherent inner strengths, not invent it.

Live It.

We will advise you on how your organisation can live your identity fully, in every action and decision.

Capitalise It.

We will operationalize your identity in order to maximise impact in your market – at any time.

Discover It.

We will discover your identity, your inherent inner strengths, not invent it.

Live It.

We will advise you on how your organisation can live your identity fully, in every action and decision.

Capitalise It.

We will operationalise your identity in order to maximise impact in your market – at any time.

Our Competences:

Identity driven Strategy and Design within four business areas.

Working with identity as a management tool and the parameter of differentiation, we need two core competences; the ability to understand and develop strategy and the skill to translate the strategy into an authentic visual universe. Thus we work within four business areas:









Clients Often Come to us in Need of Actions and New Insights

This can be everything from:

  • Wanting to capture and define their Why – the greater purpose of the organisation
  • Understanding how to position and differentiate their company or brand in a highly competitive market
  • Understanding the uniqueness of the company and products, pursuing new markets
  • Building or revitalising brands in a credible way
  • Creating a paradigm shift, changing internal mindset and external perception
  • Aligning organisational identities after a company merger or acqusition
  • arla
  • nestle
  • unilever
  • lagkagehuset
  • toms
  • bestseller
  • coop
  • kwintet
  • alectia
  • velux
  • republique
  • republique
  • 1-1 Arkitekter
  • 1st Advisory Services Ltd.
  • 2pm
  • 6agency
  • Air Littoral
  • Alectia
  • AM Denmark A/S
  • Ankestyrelsen
  • Arla
  • Askovfonden
  • B&O
  • Babyshop
  • BaneDanmark
  • Bestseller
  • Blumøller
  • BMG
  • Body SDS
  • Bo-Vest
  • b.young
  • Carlsberg
  • Carlsberg Asia
  • Carlsberg House of Beers
  • Cathrine Raben Davidsen
  • Centralkommunernes
  • Transmissionsselskab
  • COOP
  • Creative Circle
  • Cimber
  • Dagrofa
  • Dako Cytomation
  • Danmarks Evalueringsinstitut
  • Danmarks Skibskredit
  • Danmarks Lærerforening
  • Danmarks Teaterforening
  • Dansac
  • Dansekapellet
  • Danske Bank
  • Danske Handicaporganisationer
  • Den Uafhængige-
  • Politiklagemyndighed
  • DJØF
  • DK-Hostmaster
  • Domstolsstyrelsen
  • DTU
  • Dyrberg/Kern
  • Dyrup
  • EasyLock
  • Ecofys
  • Econcern
  • EDN
  • Eitzen Group
  • Energi-, Forsynings- og
  • Klimaministeriet
  • Estrella
  • Faxe Bryggeri
  • FC Nordsjælland
  • Filmkontakt Nord
  • Frederikssund Kommune
  • Fristads & Co.
  • Great Greenland
  • Group Smoby
  • GoMore
  • Hedegaard
  • Horn Food
  • Juristernes og Økonomernes
  • Invasion
  • ISO
  • IT-Universitetet
  • Karen by Simonsen
  • Kræftens Bekæmpelse
  • Kunsthallen Nikolaj
  • Kwintet
  • Københavns Universitet
  • Lagkagehuset
  • Landora
  • LEGO
  • Lægernes Pensionskasse
  • Mannaz
  • Mark Fairwhale
  • Matas
  • Milupa
  • Munthe + Simonsen
  • Mørkegaard Design
  • Nasa
  • Nestlé
  • Nikoline Liv Andersen
  • Nordisk Tobakskompagni
  • Novo Nordisk Servicepartner
  • Nutana
  • Nutricia
  • Nørrebros Teater
  • O. Kavli
  • OS Film
  • ParisTexas
  • Patienterstatningen
  • Portfolio Cph
  • Pressure
  • PriceWaterHouseCoopers
  • Professionshøjskolen UCC
  • Pensionskasse
  • Republique
  • RH Arkitekter
  • Riemann & Co.
  • Rigsrevisionen
  • Røde Kors
  • Samsung
  • Scandinavian International
  • Management Institute
  • Scenit
  • Select Sport
  • Skagen Design
  • Slide
  • Social- og Indenrigsministeriet
  • Socialstyrelsen
  • Sony Music
  • Stryhns
  • Style Counsel
  • Styrelsen for Videregående Uddannelser
  • SuperBest
  • Team Grace
  • The Sandwich Club
  • Tholstrup Cheese
  • TOMS Gruppen
  • Trygfonden
  • Ubisoft
  • Undervisningsministeriet
  • Unik Optik
  • Unilever
  • Velux
  • Vigilante
  • VisitDenmark
  • Vækstfonden
  • Wenaas
  • Wokshop
  • X-Ray
  • Yarpivo Russia
  • Young Care
  • Zacco
  • Zentropa
  • Ørestadsselskabet
  • Ørgreen Optics

More Clients

Fission and Fusion in One Go

In September of 2016, the industry conglomerate, NKT Holding, quoted at Nasdaq Copenhagen, announced that it was splitting the holding company into two separately listed companies; Nilfisk and NKT Cables. The decision to demerger was actualised by NKT cable’s acquisition of ABB’s high-voltage cable business. The acquisition was completed on March 1st, 2017. The new situation raised several questions related to the Identity of the new cable company, such as:

  • What is our joined Dna?
  • Does the demerger and merger change our Why?
  • What is our new positioning?
  • Do we need a new visual identity, and if so, how do we launch and communicate the new identity?

During two intense months in the beginning of 2017, we worked with NKT to find the answers to these questions, and to prepare the international launch of a new, global cable company. But that was just the beginning…


Connected to The Future

Eneco Group, a leading player in the international energy transition from grey to green, provides sustainable and innovative energy solutions, products, and services to consumers and businesses. Moving towards the future – the ‘Smart Living’ platform, Eneco acquired Toon, a smart thermostat, in 2015, with the intention to launch Toon internationally, as a stand-alone brand, independent of Eneco.

As such, it was necessary to execute strategic work, discovering the Identity; the Why and How of the Toon brand, and to create a new and extended positioning for the international market. The strategic work identified the Why of Toon, and detached Toon of the perception of being a thermostat – and defined it as a technology.

During the process, it became clear that the current visual identity for Toon wasn’t compatible with the brand, and a new visual identity was developed and implemented with the new positioning: “Empowering people through smart energy” as the focal point. The new Toon was presented at the European Utility Week in Barcelona, in November of 2016, and at the CES in Las Vegas in 2017.

Result Driven Brand Strategy

Coop Nonfood needed help to restructure their brand architecture. When acknowledging that they had too many brands, they needed a new strategy to simplify their brand range, as well as a strategic tool to make working with their brands easier.

“IDna Group advanced us in the strategic process. They made us take the bold – but right – decision, one that we would not have taken without their help.”
Jan Adolfsen, Director, Coop Nonfood.

The new brand strategy is now the foundation of how Coop Nonfood works with all their brands. For the Coop Nonfood private label in particular, the additional development of a new visual identity, has created the basis for a documented growth in sales and profitability in the non-food category.


The Essence of an Identity in a Symbol

GoMore came to us because they needed a symbol that visualised and captured the GoMore identity and experience. In order to design and visualise such a symbol, we needed to understand and clarify exactly what the GoMore identity is, what the GoMore experience entails, and how it makes them unique. 

Although GoMore had a strong sense of their identity, they had never worked actively with understanding and defining it, and how it made them unique.

We worked closely with GoMore to discover and articulate their Dna and their Why, thus understanding what the identity of GoMore is and, moreover, what the GoMore experience is. Based on this strategic work, the visual symbol was designed, and the GoMore smile was launched.


An Identity with the Magnitude to Travel from a Single Shop to a National Chain and Future Interna- tionalisation

“When we work with identities at IDna Group, we start with the Dna of the company – that’s how we create strong identities. Lagkagehuset has a very strong identity and presence in the Danish market today, and that’s due to the fact that the company is true to its Dna, its history, and its inherent strengths. When a company is true to what it believes in and what it stands for, then we believe that these strengths aren’t limited to a single market.”

Creative Director, Per Madsen, IDna Group

Revival of a National Treasure

Karolines Køkken (Karoline's Kitchen) is an Arla brand with a remarkable history. The brand originally started out as an actual kitchen in 1962, when the Danish Dairy Board asked two Home Economics teachers to test a number of recipes for a new cookbook. These recipes became the first in the rapidly growing and immensely popular series of cookbooks, loose-leaf recipes, and products.

In the seventies and eighties, the free cookbooks from Karolines Køkken were distributed door to door across Denmark, and were warmly welcomed by the Danish women, who, by then, had entered further education institutions and the labour market but missed out on the traditional cooking skills. Karolines Køkken became synonymous with the Danish food culture.

While the love and memories of Karolines Køkken remained, the brand slowly vanished into a number of Arla endorsed products, until a decision was made to revive Karoline by rediscovering her Dna and, based on this, creating a new, visual identity.


Differentiation in a Fiercely Competitive Market Place

Did you know that the average, Nordic consumer spends less than 12 seconds in front of the shelf at retail, selecting and picking up a product?

Then consider the increasing number of private labels covering almost all retail categories, the price awareness created by the financial crisis, and the difficulty to reach the consumers with traditional media.

These market conditions challenge all retail companies – even global leaders. They stress the continuous need to differentiate from competitors and strengthen positioning.

Over the last decade, we have worked with Nestlé in the Nordics on several of their product brands, to create a strong position, visibility, and impact at shelf. We have done this by creating brand identities rooted in the Dna of Nestlé, and the inner strengths of each brand.

creative circle award


epica award


book design of the year


papyrus award


D&AD award


clio award


innovations award batimat


young creative circle award


the german design award


the danish arts foundation award


danish design agency of the year


joseph binder award


the danish design award


cannes lions shortlist


eurobest award


awards & nominations


Honors & Recognition

Ambition is our Driving Force, Creativity our Dna

IDna Group is an identity solution and advisory service company, originally founded as Scandinavian DesignLab, by designer Per Madsen and business strategist Anne-Mette Højland.

From the beginning, in 2004, we decided to build our company based on what we believe in; the Why that ties us together and is shared by all of our employees – current as well as former.

Creativity is our Dna – our oxygen – it is inherent in all of us. It is what ties us together across fields, competences and personalities. It is our approach to professional competence, solutions and relations.

Ambition is our driving force, and what enables us to create business results for our clients and deliver award winning, creative solutions. Ambition creates our endless thirst for personal, professional and commercial development.

Anne-Mette Højland / Founder / CEO

Per Madsen / Founder / Creative Director

For Potential Business Enquiries

Corporate Strategy

Anne-Mette Højland / CEO & Founder

Brand Strategy

Anne-Mette Højland / CEO & Founder

Corporate Design

Lisbeth Schrøder / Account Director

Brand Design

Line Bessmann / Account Director

For Other

For Other Enquiries

Store Kirkestræde 1, 1. / 1073 Copenhagen K / DK
+45 70 27 08 06


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