admin It was about the time that Gjesing, reviewing his phone bills (back when they were printed on paper), realized he was spending more time on the horn with Bjerregaard than with his wife, discussing their work and how they would do things differently, that the two decided to found Moon. “One of the things that became obvious through all of the conversations we had was that brands were either very good at doing business development/commercial strategies or great at being creative. But we felt that there was this blank space when connecting these two things,” Gjesing explains.
It was Antony and the Johnsons’ song “Future Feminism,” which is all about the power of earth’s satellite, that brought the name Moon into the business partners’ orbit. The round shape of our planetary orb seems to relate back to the team’s “360 mindset,” their “holistic” approach, and their desire to create “a closed circle; a universe,” but from a distance. The decision to remain in their hometown of Copenhagen gives Moon something of an “outsider” status. But staying local allows Bjerregaard and Gjesing to craft a healthy work/life balance. “The most important thing is that our office opens at nine in the morning and it closes at five,” says Bjerregaard. “We are a small company; we are always less than 10, and we try to do as good as we can with the things that we can control and make it personal; we are family oriented.”
To an outsider, this balanced approach feels especially Scandinavian, as does Moon’s preference for paring things back to the essential, which is only really possible once you have a thorough understanding of a subject. When Moon takes on a client, “we know that we’re going to start from scratch just like understanding how the people speak there, what they sell, what they dream about…. And when it comes to the output, trying to simplify what that’s all about in a sentence, in two sentences…” notes Bjerregaard. “I started out in journalism; I love a good wham, bam headline, simple and easy to grasp in an instant. For us strong words and images are the same: tricky to get right, easy to love. Good communication connects people, touches people.”
