“Loovusest ja logelemisest” Jaan Aru

A popular science book about flashes of thought, smartphones and children's development.

2022

WE WORKED ON

Book design
Art direction
Illustration

AWARDS

Golden Egg - Bronze, Print design, 2022

Jaan Aru is a co-professor at the Institute of Computer Science of the University of Tartu and an expert in the field of neuroscience and artificial intelligence. Jaan turned to us for the design and layout of his second book.

What is creativity and how does it relate to doing nothing? Where do new ideas come from and how can they be encouraged? What do smart devices do to our creativity? To open up these complex questions, a clear, inspiring illustration language that speaks to the general public was needed.

The process began with working through the separate chapters. We delved into the topics of creativity, psychedelics, schizophrenia, and manipulation of the human mind.

The result is an illustration language based on two spot colors, that leaves the viewer with room for interpretation. Each chapter begins with a big picture that gives clues about the topics ahead and also the emotional side of the content. In between, large drawings illustrate the most important ideas and simple icons point out practical tips.

Clarity, readability, and a warm overall impression were paramount in the layout and choice of font and paper.

In our opinion, the voluminous book, which is 288 pages long, is well worth reading both to reach the abilities of one's own brain and for parents to discover the potential of their children's minds. The book reached the top of the sales charts of the most important bookstores in Estonia.

„Loovusest ja logelemisest“ explores the limits of the human brain and ways in which everyone can get as close to them as possible.

Each chapter begins with an illustration that gives clues to the topics and emotions ahead.

Clarity, readability, and a warm overall impression were paramount in the layout and choice of font and paper.

Branding & Strategy

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Edicy

Visual identity for a web tool built to create global campaign pages.

Dekoor

A timeless concept for an interior design salon

Golden Egg

Roofit.Solar

A fresh minimalist identity for a creator of high-quality and innovative solar roofs.

LUUP 2022

A fresh visual identity for a beloved children’s literature festival.

Exhibitions & Wayfinding

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Fashion line: Estonian ladies’ fashion 1920–1940

Exhibition about Estonian ladies’ fashion of the 1920s to 1940s.

Pallas 100. The Art School and Its Legend

An exhibition celebrating 100 years of art education in Tartu.

Surrealism 100. Prague, Tartu, and Other Stories…

Graphic design for an exhibition where Czech and Estonian surrealism enter into a dialogue

Why is Estonia not a kingdom?

Exhibition design for the History Museum

Digital Experiences

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Edicy

Visual identity for a web tool built to create global campaign pages.

Dekoor

A timeless concept for an interior design salon

Golden Egg

Foreko

Web design for one of the largest forestry groups in Estonia.

Portail

A fresh face for the most read lifestyle portal in Estonia.

Books & Editorial

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Surrealism 100. Prague, Tartu, and Other Stories…

Design for the exhibition catalog

ADC* Estonia

Golden Egg

25 Most Beautiful Estonian Books

Hooaeg

Refreshing the Kaubamaja Magazine

Golden Egg

Heaps of happiness!?

Visual identity and illustrations for an exhibition on well-being, mental health, and balance.

Puänt bookstore

Creating a quirky new visual identity for a beloved independent bookstore and publisher.

Golden Egg

Events & Festivals

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Tallinn Urban Space Festival 2023

Seasonal design for Tallinn Urban Space Festival that speaks to people of all colours and shapes.

Estonian Design Awards 2022

Seasonal design inspired by circularity.

European Design Awards 2022

Seasonal design for the European Design Awards 2022 in Tallinn

Ülemiste City Future Forum

Visual identity for the first-ever Ülemiste City Future Forum conference.

Illustration

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LUUP 2022

A fresh visual identity for a beloved children’s literature festival.

Heaps of happiness!?

Visual identity and illustrations for an exhibition on well-being, mental health, and balance.

Puänt bookstore

Creating a quirky new visual identity for a beloved independent bookstore and publisher.

Golden Egg

Estonian Association of Youth Workers

A new visual tool case for youth workers in Estonia.