It took us several brainstorming sessions via Skype, Twitter and face to face to come up with Mortensen, the name of our new creative project, and the concept behind it "We Like it Simple". The concept became a tagline, the tagline grew to be a blog.
The concept took precedence over the name of the brand and we are happy about it. After going over the concept many times after the initial brainstorming (simplicity is not so simple sometimes) three ideas came to my mind:
- The golden rule of life: "Keep it simple, make it work"
- A poster I saw in the US while working for IBM: "Simple good, complex bad"
- A blog/book I read this summer by John Maeda called "The Laws of Simplicity"
That's the way we like it.
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