brand guide from KEA studies

1. BRAND GUIDE
January
2021
All
Rights
Reserved

2. 01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
INTRODUCTION
WHO WE ARE
WHAT WE DO
WHAT WE WANT
OUR VISION
PHOTOGRAPHERS
VISUAL IDENTITY
LOGO
COLOURS
TYPEFACES
IN
-
HOUSE DOCUMENTS
VERBAL IDENTITY
PERSONALITY
TONE OF VOICE
MANIFESTO
COMMUNICATION
MARKETING ELEMENTS
January
2021
All
Rights
Reserved

3. January
2021
INTRODUCTION
This is a guide used to better understand Bad Land’s vision, our
brand identity and the brand’s elements. Inside this brand guide
you’ll read about our DNA, find our visual elements like the colours
and fonts we use - and words used for communication.
Each has a specific role but when used together we are Bad Land.
Welcome to our world.

4. January
2021
WHO
WE
ARE
With photographers all around the globe, Bad Land is a
creative management and production company for still
image based in Stockholm and Copenhagen.
It was founded in 2016 by its parent, award-winning film
production company New Land and emerged from an
increased demand for still image content.
The company offers full-production worldwide, teaming
up with some of the best creatives in the industry and
covering all steps of the process, from original idea to a
high quality final product.

5. January
2021
WHAT
WE
DO
Bad Land is run by Stephanie Loa Flindt, an agent and
producer focusing on Copenhagen and Sofia Quintero,
head of photography and agent based in Stockholm.
Bad Land is productive producing photographic
images for fashion brands and magazines. We also do
more commercial work for different brands. Whether it
i s fo r t h e p u r p o s e of fa s h i o n , c o m m e rc e ,
documentation or art, we always aim for good
photography.
We are very committed to our photographers and work
closely with them by assisting them successfully
developing and pushing out their work both creatively
and commercially. That we do by managing our
photographers so they grow and succeed, making sure
they are comfortable in their job and heard by clients -
the creative space and freedom leads to innovative,
high quality product.
We support our photographers and their personal
projects by printing of books, selling art work online
and representing them on our platform and Social
Media channels.

6. January
2021
The goal for Bad Land is to grow as an agency and
our work to reach an international level. We want to
be known as a forward and open thinking agency
supporting diverse creatives and culture. Bad Land
wants to to provide a platform for talents with
diverse backgrounds and influences.
Still we keep our professionalism and high quality
as a creative management and production
company.
“We want to touch the beholder through new and
innovative perspectives”
Bad Land wants to focus on supporting innovative
and creative projects by giving people a voice and
allowing talents to express their individuality. That
will lead to unrestrained discoveries and creativity
resulting in products with originality.
WHAT
WE
WANT

7. January
2021
OUR
VISION
Bad Land focuses on inclusivity and progression, not to
be provocative but to make this the new standard. We
want to be part of the movement that rethinks and
redefines what fashion and beauty is. We don’t need to
say it, we’ll show it.

8. Photographers
January
2021
PHOTOGRAPHERS

9. January
2021

10. Sarah Stenfeldt,
Biography
Sarah Stenfeldt is an up-and-coming Danish photographer based in
Copenhagen.
Sarah's body of work is bright and colorful, contemporary and cheery.
Her imagery simultaneously spontaneous and carefully composed.
Recent clients include Recens Paper, Bast magazine, Wood Wood,
Zara, Helmsted, BLANCHE and DANSK magazine.
See more Online

11. Jonas Bie,
Biography
Jonas Bie is a Danish photographer based in Copenhagen.
Jonas’ heart was set on photography from a very early age. After graduating from
his photographic studies, his passion quickly grew into a successful career.
His work has been characterized as clean, minimal and refreshing. He plays with
shapes and colors, capturing emotions and ideas in their purest form.
Clients include Wood Wood, Adidas, Lacoste, L’of
fi
ciel Homme, HOPE, L’Uomo
Vogue, Porter Magazine, Twin Magazine and BON Magazine.
See more Online

12. Sasha Maric,
Biography
Sacha Maric was born and raised in London, where he gained a BA
in Fine Art at Central St. Martins College of Art and Design. After 9
years in Copenhagen, he now lives and works in New York.
His editorial work has appeared in publications such as Allure,
Dansk, Dazed & Confused, Elle, Esquire, Interview, Marie Claire,
Teen Vogue, W and Wallpaper. Commercial clients include Adidas,
By Malene Birger, Converse, Gap, H&M, Levi's,Nordstrom, Tommy
Hilfiger, Uniqlo and Zara.
Bad Land represents Sacha Maric in Scandinavia.
See more Online
§

13. Frida Vega
Biography
Frida Vega lives and works in Stockholm, Sweden. She’s a self-taught
photographer and Founder/Editor-in-Chief of the independent
publication Nuda.
Frida began taking photographs in her early teens, initially using the
camera as an enabler when approaching peers. Although the root of
her work remains documentary, her photographs are the opposite of
candid. With a certain disregard for “the bigger picture”, she carefully
frames the details, showing us only fragments of a whole. Like puzzle
pieces extracted from her
fi
eld of vision, allowing our imagination to
fi
ll in the blanks while zooming in on the essence of a person, place
or mood.
Some of Frida’s clients include & Other Stories, i-D Magazine, Adidas,
Marimekko, Our Legacy, Filippa K, IKEA, Ace & Tate, Nike and Bon
Magazine.

14. Joséphine Löchen,
Biography
Joséphine Löchen is an emerging French photographer based in
Copenhagen.
A refined sense of effortless beauty and tenderness are clear
trademarks of her aesthetic; intimacy and sensuality are prominent
throughout her work.
Among her clients are brands such as Saks Potts, VOGUE, Sakura
and Jesse Damm.
See more Online

15. Jasper Spanning,
Biography
Influenced by scenic Swedish cinematography, Angelina
Bergenwall began taking photos in her early teens.
Her sharp eye and steady hand gravitate toward a tender yet curious
vision. Rather than being at the camera’s mercy, her subjects tend
to effortlessly collaborate and interact with her.
She currently works in Stockholm as a photographer and director -
and at her young age has managed to shoot for notable clients such
as Elle Sweden, Filippa K, Rodebjer, Sony Music, Bon Magazine,
Nordiska Kompaniet, Scandinavian Man, Contributor, Tabula Rasa,
Teeth Magazine and Recens Paper.
See more Online

16. Mikkel Bache,
Biography
As a curious and resourceful 11-year-old, he was enchanted by the
magic of film developing. In a cupboard under the stairs of his
childhood home, he built his own darkroom with equipment found
at flea markets. By his late teens he was self-taught enough and
eager to begin his journey; he began travelling and working as a
photo assistant until he established a visual brand of his own.
He approaches his commissioned work with equal passion to his
artistic projects.
Mikkel describes his talent as being able to translate stories through
the lives of people, revealing authenticity that draws viewers into his
work.
Some of his clients have included Arla, Vestas Wind System, SOS
-
International and Danske Bank.
See more Online

17. Maria & Louise Thornfeldt,
Biography
The photography-duo Louise & Maria Thornfeldt is based between Copenhagen
and Paris. Cultivating a common visual vocabulary and aesthetic they examine
fashion photography through a strong attention to details and a sense of
womanhood.
Their images are distinguished for being carefully composed with an attuned
sense of color and composition, exempli
fi
ed in their prominent curiosity towards
the portrayal of their subject.
Some of their clients include Vogue Germany, Of
fi
ce Magazine, Marie Claire FR,
FAT Magazine, Kinfolk, Burberry, Galeries Lafayette, Henrik Vibskov, Cecilie
Bahnsen & Freya Dalsjø.
See more Online

18. Niklas Johansson,
Biography
Niklas grew up in the
fi
lm industry and he has been working within the
art form ever since.
After years of shooting features and award winning commercials, his
interest for the still image has grown. Niklas’ cinematic point of view
gives his work a genuine, narrative feel - with the light always in the
leading role.
Niklas has worked with clients such as McDonalds, Telia, Peak
Performance, POC and Volvo Cars.
See more Online

19. Angelina Bergenwall,
Biography
In
fl
uenced by scenic Swedish cinematography, Angelina Bergenwall
began taking photos in her early teens.
Her sharp eye and steady hand gravitate toward a tender yet curious
vision. Rather than being at the camera’s mercy, her subjects tend to
effortlessly collaborate and interact with her.
She currently works in Stockholm as a photographer and director -
and at her young age has managed to shoot for notable clients such
as Elle Sweden, Filippa K, Rodebjer, Sony Music, Bon Magazine,
Nordiska Kompaniet, Scandinavian Man, Contributor, Tabula Rasa,
Teeth Magazine and Recens Paper.
See more Online

20. Sannah Kvist
Biography
Sannah is based in Gothenburg, Sweden. As a 10-year-old, Sannah
started a business: building websites for multiple international clients
within the entertainment industry, among them a popular boy band in
the early 00’s.
“It’s as if the photographs articulate a sentiment of memories of
things that I’ve never experienced and that’s how I want others to
perceived them too” she says. At the threshold between
documentary and orchestrated, she paints a melancholic and
nostalgic shimmer that simultaneously conveys a feeling of both
emptiness and inner ful
fi
lment. Sannah says she takes photographs
instead of writing because she’s no poet, but we disagree.
Some of her clients include Financial Times, The Telegraph, Die Zeit,
Esquire, SJ, Vägverket, PUB and Kopparberg.

21. January
2021
Visual Identity
BRAND
GUIDELINES

22. BAD LAND LOGO
January
2021
Bad Land has two types of logos used within the company. The logo’s are an
integral part of Bad Land’s brand and should be used thoughtfully and
consistently.
The logos are only presented in black and white displayed here below. It is
used at different places in different sizes regarding each place, document or
element.
LOGOS

23. January
2021
COLOURS
# a5101e # ffffff # 000000
# 06174f
R - 165
G - 16
B - 30
C -23 %
M - 100 %
Y - 91 %
K - 19 %
R - 255
G - 255
B - 255
C -0 %
M - 0 %
Y - 0 %
K - 0 %
R - 0
G - 0
B - 0
C -91 %
M - 79 %
Y - 62 %
K - 97 %
R - 6
G - 23
B - 79
C -100 %
M - 92 %
Y - 40 %
K - 40 %
Bad Land’s Visual Identity is minimal and therefor the colour palette only
consist of three colours.
The primary colours of Bad Land are the real indicators of the brand.
The signature red colour seen below. It is used as a background on Bad Land’s
website as well in our presentations and many other design elements.
White and black are also our primary colours, they are used in text and our
logo.
Secondary colour is originally our sister company’s New Land main colour -
sometimes used in our work.
BAD LAND COLOURS

24. Plain
Minion Pro
Plain is a sans-serif typeface designed by François Rappo in
2013. Plain is available in an impressive 12 weights with
matching italics.
Plain is Bad Land’s main font as it is used in our logo and in
body text in presentations and headings. Usually in size light
or regular.
Basis Grotesque Pro
Basis Grotesque is a sans-serif typeface designed by
Anthony Sheret and Edd Harrington of Colophon Foundry. It
was initially designed in 2012 as a custom typeface for
photography magazine and then later expanded upon and
released as a commercial font in 2015.
Basis Grotesque Pro is used as a body text for Bad Land’s
website.
Minion Pro is a serif typeface released in 1990 by Adobe
Systems. Designed by Robert Slimbach, it is intended for
body text and extended reading.
Minion Pro is used in between to break up designed element.
Founders Grotesk
Founders Grotesk is a grotesque sans-serif typeface
designed by Kris Sowersby. The design was influenced by
classic grotesques from the early twentieth century.
Founders Grotesk is used in documents like invoices call
sheets and styling sheets that Bad Land sends to clients and
crew. This typeface is also used in invitation posts and other
design elements.
January
2021
TYPEFACES
BAD LAND TYPEFACES
Bad Land’s typography is unique and easy to use. It was
designed to be minimalistic but stylish and impacts across all
elements, keeping it easy to read, and highly recognizable.
Aa
Plain Regular
Bb
Minion Pro
Bb
Founders Grotesk
Bb
Basis Grotesque Pro

25. January
2021
IN
-
HOUSE
DOCUMENTS
BAD LAND IN
-
HOUSE DOCUMENTS
Our in-house documents are designed to fit our visual identity. Call Sheets, Invoices,
Photoshoot Timelines, Shot Lists, Styling Sheet etc. They need to look professional and
clean with the right typefaces, always go over them to double check if everything is
right. Examples:

26. January
2021
BAD LAND IN
-
HOUSE DOCUMENTS
We use Keynote to create presentations. Pitching for clients, projects, in-house ideas
and to represent our talent outwardly. Our presentations should always look similar,
professional, clean, playing with space using the same typefaces. The photographs
should be presented professionally in an interesting way. Here is an template example:
IN
-
HOUSE
DOCUMENTS

27. January
2021
VERBAL
IDENTITY
Verbal Identity
Bad Land’s verbal identity establishes guidelines for how we, as
a brand talk across all touch points and situations - it is used so
we can consistently communicate in a way that builds trust in
our audience.
This help create consistency and clarity in the creation of
content and copy in all our outbound marketing and corporate
endeavors. The more consistent we are with Bad Land's verbal
identity, the better our audience can connect.

28. January
2021
PERSONALITY
Identifying the Brand Personality humanises
Bad Land and affects our tone of voice.
Bad Land’s personality is who we are 100
percent of the time. No matter what
happens, what context, or who we’re talking
to, we sticks to the same personality.
Bad Land foremost focuses on being
educational, accessible to all by being bit
formal and serious at the same time.
Still we are warm, inviting, friendly and
careful thinking, while displaying projects
and educating on our platforms.
BAD LAND’S PERSONALITY

29. January
2021
Educational
Responsible
Transparent
True
TONE
OF
VOICE

30. January
2021
TONE
OF
VOICE
It’s important that we keep all our employees on the same page
with our brand personality and tone of voice. Bad Land can vary
the tone slightly depending on who we’re talking to, but we
should keep consistency between all our online channels.
Email contact with clients, crew, etc
Speaking in email will be less educational and friendly and more
formal and straight forward. We don’t educate while speaking
direct to our clients and crew in direct communication.
Online platforms, Social Media content, etc
Bad Land’s tone of voice is most importantly educational,
responsible and carefully thought through since we will be a
leader on the market in relation to our changed values regarding
diversity in the industry.
We want to come a cross as innovative, very transparent and true
in our content.
Responsibility is very important, Bad Land has to be responsible
in displaying cultural diversity in relations to content marketing,
new marketing ideas and the image of the brand.
BAD LAND’S TONE OF VOICE

31. January
2021
MANIFESTO
We, as a collective, aim to portray the world as we want it to be.
Through images that touch the beholder, whether it is with a familiar
narrative or a brand-new perspective. We do so with a sense of
awareness, purpose and responsibility. By unrestrained discoveries
and creativity we aim for innovative outcome as the solution.
Bad Land is a platform where we rede
fi
ne the photographic
landscape in commerce and culture.

32. January
2021
COMMUNICATION
We use our developed verbal identity to communicate on our online
platforms and marketing elements (Bad Land Podcast and Bad
Land Academy).
We need to be received as educational when speaking to our
audience.
That is done by communicating information about each project,
supporting and displaying the development and creatives behind
our work. Even the people in front of camera. It is important to show
respect to our creatives and clients by always thanking them and
tagging them in each post.
On our channels it’s important that all posts have a hook for our
readers. We are storytellers. But when telling stories - posts can
not be too long. They need to be short, interesting and worth for our
audience time.
We write our text and captions in warm and friendly way and use
Bad Land’s personality when doing so. We are not afraid talking
straight to the audience, even asking them questions and get them
involved with our brand and culture.
We share information, ask questions, and get informed.
BAD LAND’S COMMUNICATION

33. January
2021
ONLINE
CHANNELS
We work with creating visual images and Instagram has been a good way
of presenting a carefully curated selection. Instagram is our main channel
but we need to be consistent and also post on all our media.
Bad Land is present on these online platforms below:
BAD LAND’S ONLINE CHANNELS

34. January
2021
MARKETING
ELEMENTS
Marketing Elements

35. January
2021
TONE
OF
VOICE
Focus on including and supporting photographers,
creatives and subjects of different cultures, diverse
backgrounds and influences.
Building a diverse community behind the brand
Step into their changed values though entertainment
or educational elements
By being accountable for diversity and inclusion by
educating people and raising awareness about
current issues
GENERAL CHANGE

36. January
2021
BAD
LAND
ACADEMY
Bad Land Academy
Bad Land Academy is a platform where we educate and
give back to the society. With Bad Land Academy we get
involved in di
ff
erent projects that encourage youths to take
interest in photography, creativity and still production. We
collaborate with di
ff
erent photography schools and o
ff
er
workshops in various of high schools in Denmark.
Bad Land Academy also provides all types of open
photography courses over each year. The program is a
training course taking place in 8 - 10 weeks. People can
sign up for each programme after needs and interest. Our
photographers teach di
ff
erent courses and it will take place
in our Studio on Skelbækgade.

38. January
2021
Open For Business / Podcast
BAD
LAND
PODCAST
Open for Buisness is our weekly podcast. There we get
various of creatives within the industry to talk about their
career, obstacles and their opinion on important topics.
With this podcast we want to open up the industry for all
creatives and give people a voice. The goal is to
educate listeners by providing different perspectives
and hopefully change people’s opinions to the better.
We mix it up by talking to creatives from different angles
of the industry - about important subject matters related
to diversity and inclusion within the fashion and media
industry as well as current, hot topics.
We are open and respectful and the purpose of “Open
For Buisness” is to educate our listeners and followers.
The Podcast is only 0:35 min and comes out every
Sunday at 17:00. We record it every Wednesday evening.
We always keep a list and book guest speakers 6 weeks
ahead. It’s important we stay current within the society
and the global news - and book our guests regarding to
that.

40. January
2021
All
Rights
Reserved