We had the distinct pleasure to interview award winning designer Soren Nielsen about their original and creative Visual Branding design work. Soren Nielsen is an award-winning communication designer, that makes our world a better place with their original visual branding works.
Soren Nielsen ("SN") answered Design Interview ("DI") questions about their award-winning work Posten Norge Visual Branding. Interview questions prepared by Frank Scott.
SN : The idea behind the pictures for Posten Norge is to show their vehicles on their way from A to B. By choosing locations all over Norway it is becoming clear that they are present everywhere, around the clock, in all seasons. They deliver! The fantastic Norwegian landscape forms the backdrop for many of the images. Sometimes the vehicles are far away and seem very small in the picture. I do this to emphasize the vast distances traveled by Posten Norge every day. I always liked to play things down. Maybe it's because I am a Dane and have grown up in the Scandinavian, minimalist, design tradition. I love the tranquility that comes with it.
SN : My focus is of course always my client. What would they like to tell? How can I help visualize their story? I work within some fixed agreements, but my work is always a matter of trust. Posten Norge has shown me faith from day one. When the pictures are handed over, a small "wow" is of course always lovely.
SN : I always try to hit something timeless, even though I know it does not exist within photography. But I still hope that my pictures will have a long life. I see this as a stamp of quality.
SN : As a photographer, you spend your entire life looking for your style. Looking back, I can see a road leading where I am today. But the path has not been straightforward. With the experience comes the direction. Suddenly, things start to fall into place, and your work gets this personal imprint that you've always wanted. This concept is, therefore, the result of other previous concepts. You always take something along.
SN : Posten Norge ordered the assignment. Initially, I was briefed by the Swedish brand development consultant Grow. I planned and performed the footage with the vehicles alone. Of course, I had help with the logistics from Posten Norge / Bring's local departments.
SN : My work is used to promote Posten Norge / Bring's values.
SN : That's my job. I am a commercial photographer, specializing in visual branding and corporate identity.
SN : No, I worked alone on this one. At other times I can work with a team of up to ten people to cover my back. But in the vast landscape, I prefer to work alone or with only one assistant.
SN : The target customer is primarily the Scandinavian, and especially the Norwegian, public.
SN : I want to say the size of it all. Large vehicles. Fantastic landscapes. Four countries. Over a long period. And of course, the fact that the board was wiped clean from the beginning. I think Posten Norge was very consistent in the implementation of their new design.
SN : Posten Norge is the name of my client.
SN : My Hasselblad camera. I have worked with Hasselblad all my professional life.
SN : The pictures are very understated. Typically a vehicle on the road. What makes them unique is the surroundings and the context. I have tried to write a love letter to the Scandinavian landscape. Especially Norway's scenery is off a different world. I believe in keeping things simple. Maybe that's what makes it something special.
SN : Of course, I could never have made the pictures without the great help I got from the local Posten Norge / Bring employees and skilled and patient drivers out on the roads.
SN : All location scouting took place using a computer. Topographic maps, combined with Google Streetview and Instagram tags, were essential tools. The selected sites were also examined concerning the sun's direction and eventual shadows from the mountains. Traffic webcams helped me decide how much traffic I could expect in the selected locations.
SN : Finding the right locations has been very important in this project. The logistics part has also been a challenge. Many of the vehicles I have photographed were in operation and therefore my time for photography was limited. The weather and traffic were of course always an issue.
SN : I got contacted by the committee behind A’ Design Award & Competition. After that, I decided to give it a try.
SN : This whole project has been a great exercise in organizing, even for me, a control freak. There are so many things that can go wrong. Even small things count. So if you want to get to the finish line, everything has to be planned. It is incredibly important to communicate well too everyone involved. That is the key to success. This project has undoubtedly made me a better planner and communicator over long distances.
