Design principles

We have developed four basic principles that capture the spirit of our brand and directs the way we develop brand experiences:​


Captures the energetic and passionate spirit of ourselves, being a fast-moving challenger in a traditional business category. But also expressing the competitive nature and pulse of trading.


Guided by simplicity, we subtract everything unnecessary. We are precise, striving for perfection, using space to create elegance and balance. We believe in excellence through analysis and precision.


Digital by birth and guided by technological development hi-tech is an essential part of our personality. Hi-tech is part of our DNA and a differentiating factor in everything we do.


Focusing on the bottom line, we display information with clarity and efficiency – creating functional instruments. Being true to the brand’s essence with straight-forward, relevant and honest communication.