Creative Profile
Per Madsen is a reputable profile in Danish design. He boasts extensive experience, both nationally and internationally, in uncovering the core identity (DNA) of brands, organizations, and companies. His expertise lies in translating this through simple notable ideas and amplifying this essence into powerful visual identities that resonate across cultural and corporate landscapes.
As Creative Director and founder with more than 20 years of experience, Per is the driving creative force behind the success of award-winning design agencies, he serves on juries for prestigious design awards and is known for his ability to inspire and mentor other designers, fostering a culture of creativity and excellence.
Creative Director
and Co-Founder
2004/2023
Scandinavian
DesignLab
2023/
Per Madsen establishes a new independent and highly specialized Design Studio Scandinavian DesignLab with an agile structure built around Visual Identity as the core competence.
Scandinavian DesignLab uses its agile structure to foster a more adaptable and holistic approach through collaboration across various disciplines from strategic consultancies to highly specialized design disciplines that complements and supports Scandinavian DesignLab's core expertise in creating visual identities.
IDNA Group
2015/2023
Scandinavian DesignLab strengthens its competences. The proven strategic approach is transformed into a new business unit. "Identity" becomes the focal point that unites the two main competencies: Design & strategy.
Scandinavian DesignLab becomes IDna Group to reflect the company's new structure and approach to the market, led by Per Madsen/Design and Anne-mette Højland/Strategy.
The company is strengthening its position and expanding its reach nationally and internationally due to the synergy between the two business units.
Scandinavian
DesignLab
2004/2015
Scandinavian DesignLab (SDL) is founded as an independent design agency based in Copenhagen by the trio; Per Madsen/Creative Director, Jesper von Wieding/Strategic Creative Director and Anne-mette højland/CEO.
The unique strategic approach to developing strong visual identities across brands, organizations and companies becomes the key to success and rapidly makes SDL one of Denmark's leading design agencies.
SDL achieves great recognition for the effective solutions and results achieved through collaborations with a large number of national and international clients across industries.
SDL /
Futurebrand Cph.
2000/2004
Scandinavian Design Group (SDG) with a strong reputation for strategic design located in Oslo Norway expanded its presence to reach a Scandinavian foot-hold, starting with Denmark.
SDG partners up with the new lead team in DK; Per Madsen becomes Creative Director and part owner together with Jesper von Wieding and Eva Fog Bruun as CEO.
SDG DK quickly establishes a strong presence in the Danish design scene, be- coming a significant player and attracting a growing list of international clients. SDG subsequently became part of Interpublic Group (IPG) representing Future- brand in Scandinavia.
Recognition
2004/2022
Awarded
Clio Award
Eurobest Award
The German Design Award
Danish Design Award
The Danish Arts Foundation prize
Cannes Lions Award
Creative circle Award
D&AD Award
Agency Of The Year DK
Papyrus Award
Joseph Binder Award
Epica Award
Innovations Awards Batimat
In Jury
Clio Award
Eurobest Award
Cannes Lions
Danish Design Award
Creatice Circle Award
Papyrus Award
Nordic Spirit Design Award
Exhibitions
“The Danish Gift”
“Design Bienneale”
“The Danish Design Award”
“Designpreis Deutchland”
“Graphics In Fashion”
“Book Of The Year”
“Fashion Undressed”
Design Museum Denmark
Trapholt Museum Of Modern Art
Danish Design Center
Museum für Angewandte Kunst, Frankfurt
Cph Townhall
Danish Museum of Art and Design
Danish Design Center
