Per Madsen is the Creative Director and Founder of IDna Group. IDna Group works with identity through strategy and design and believes that identity is the only true sustainable competitive advantage. Per Madsen has helped to develop IDna Group’s unique concept and approach to identity, which helps companies, brands and organizations achieve their goals.
Per Madsen believes that design can amplify messages and meaning, and that design is essentially a “language” on equal terms as the written one. With his holistic approach to design, he has been responsible for a wide range of identities in fashion, energy, finance, pharma, FMCG, culture and NGO, and he is known for always challenging the conventions.
Per Madsen has a long history with visual identities, brand design and packaging design for both national and international companies, brands and organizations. He has, among other things, created identities for Arla, Velux Commercial, Coop, Econcern, Toon, Unilever and Lægernes Pension & Bank – and then he is behind one of Denmark’s most award-winning identities, Theater Republique. Per Madsen has received a number of national and international awards for his work and has been member of the jury at e.g. Clio Award, Eurobest and Creative Circle.