E-Types is a strategic design consultancy in Denmark, specializing in brand strategy, graphic design, and image campaigns. The company aims to integrate graphic and strategic perspectives to convey brand essence while navigating a competitive landscape marked by diverse strategies among competitors. To enhance their growth, E-Types plans to implement a three-step strategy focused on client screening, reputation diffusion, and developing a digital factory business model.

1. The Formulation of e-Types
Ideas for a 21st Century Creative Design
Company
Case Study for the Coursera Course – Strategic Formulation by Copenhagen Business School
Capstone Project
Course Project Created By: Karteek Raghu

2. The State of Affairs at e-Types
e-Types is a strategic and dynamic design consultancy firm based in Denmark. Their core competency is to unearth the main values and key
ideas in a brand/company and express it with visual appeal.
e-Types was founded in 1997 and currently employs 25 people. They have three main competencies: Brand Strategy, Graphic Design and
image campaigns.
Their present approach is characterized by a solid belief in integrating the graphic/visual with a strategic prespective – crafting the design into
a framework that can convey the brand’s essence along with flair and atmosphere that supports and promotes the brand’s identity and
positioning.
Present Organizational Design at e-Types
By employing professionals from a variety of disciplines, their graphic designers, architects, creative designers and strategists can approach a
project from different angles, drawing upon the teams combined experience and competency.
In the end, it’s not difficult to make something that looks good – the challenge is to find that one strong idea that can carry a visual identity
forward.

3. The State of Affairs at e-Types - Strategy Formulation
Denmark’s design consulting firms' competitive landscape is tough not because of saturation, but because of various strategies: competitors
focus on how they work, not on what they sell, thus increasing value by making imitation hard to achieve and capitalizing on human creative
talent and internally developed culture, processes and systems.
e-Types is tied on a win-lose scenario, having greater opportunity to win by presenting both designs. Clients might select classical work, putting
e-Types on the spotlight. e-Types new reach will attract “classical” prospects and lose edgy ones.
For this, the team shall prepare their Growth Strategy in 3 steps:
• Client Screening: Develop discriminate frameworks and tools to assess and select the clients the frm wants to work with
• Reputation diffusion: strengthen reputation through edgy case studies and diffusion to strengthen brand equity
• Digital Factory business model: Develop a new brand branch to capture “classical work” clients while keeping the “edgy work” reputation
safe

4. The State of Affairs
at e-Types
Goals and Metrics

5. The State of Affairs at
e-Types
Competitor Analysis

6. The State of Affairs at
e-Types
Proposition model