The foundation Den Gode Idé (The Good Idea) aims to support design students at the Oslo School of Architecture and Design (AHO) to realise a project idea, business idea, artwork, film, app, service or product. The funds will be used to develop innovative project ideas where health promotion, sustainability and humanistic themes are central.

Feed has been the design partner for the foundation, and has delivered visual identity, website design and development. The concept for the identity is based on The Slinky — a precompressed helical spring toy invented by Richard James in the early 1940s. It can move forward with it’s own momentum, similarly to when you get a good idea and things start moving. The slinky represents both playfulness and innovation and will also be the trophy given out to the winners.

Our ambition was to make this project as lightweight as possible, but to still create something poetic and playful in the spirit of Birgitta Cappelen. We chose to spend most of the time on concept, identity and the coded animation, and build the website as a one-page accordion-based Webflow site.

Den Gode Idé is made possible with funds from Birgitta Cappelen (1962-2022), associate professor at the Institute of Design at AHO, who during her lifetime wanted her fortune to go into a foundation with this purpose. The foundation Den Gode Idé was launched March 15th 2023 at the DOGA Award for Design and Architecture. The foundation provides NOK 500k each year to one or two students from The Oslo School of Architecture and Design (AHO).

Link to website

6 birgittacappelen
Launch BW
Dgi tshirt BW
4 trappetroll


Visual Identity
Front-end development
Back-end development
Motion animation


Suisse Int'l Mono


Den Gode Idé