Creativity without complexity: Twice Shy details its less-is-more approach to Kobase’s modular look

“When a client signs on, they are paired with a strategist, creative, and operations specialist suited to their business,” Twice Shy Co-founder & Managing Director Tarryn Blackwood tells us, explaining how Kobase reimagines the traditional agency model. As a self-proclaimed ‘Operating System,’ Kobase functions between software and an agency, integrating everything needed to run a creative or marketing team, with three central components – 1. Kobase Core Team, 2. Ko-lab Tech (the company’s proprietary tech platform) and 3. Kobase Creative Network. The Kobase Core Team, comprised of three roles – creative, operations, and strategist – uses Ko-lab Tech to bring in specialists from the network for specific projects. And this assembled team, she continues, “becomes an extension of the client’s business, understanding challenges and opportunities to deliver creative solutions that drive growth.” In developing Kobase’s refreshed look, multidisciplinary creative studio Twice Shy kept things simple, getting to the heart of what makes Kobase excel – ultimately, they streamline collaboration. Within the strategy phase, Co-founder & Design Director Jeroen van den Bogaert explains, “‘Creativity without complexity’ became a central theme,” eventually memorialised in an elegant modular system built from three fundamental lines. “Three represents the three founders and the idea of having three core team members,” says Blackwood. “It also reflects foundational design principles – three primary colours, three basic shapes – from which all creativity stems.”