About Us
We make places where people get inspired.
More places in the world worth going to.
Our Mission
BAUM is an independent studio for branding and urban design, working between Copenhagen and Tokyo. Founded in Tokyo in 2010, the studio opened BAUM CPH at BLOXHUB to work closer to the Nordic cities, makers and ideas that have long shaped how we think.
We believe a brand is a place, and a place is a brand. A hotel lobby, a street corner, a label on a bottle, the way a neighbourhood introduces itself to a stranger — each is where people decide whether they want to return. Our work is to give that moment a clear idea, and to carry it all the way through.
BAUM Group
Ohayo, Hej & Hello
One practice. Three angles.
BAUM is a single studio that works through three companies, in two countries. Each one has its own address and its own role. All three share the same way of working and the same aim: more places in the world worth going to.
BAUM LTD.
Tokyo, Japan
This is where BAUM started. Woody Udagawa founded BAUM LTD. in Tokyo in 2010 to design brands and the places they live in, and it is still the studio’s home base. The Tokyo team covers the full range of the work: strategy, naming, identity, packaging, and the placemaking that brings a brand into the physical world. Clients run from start-ups to some of Japan’s largest companies, and so do the projects, from a can of wild boar to the future of a terminal station. Tokyo is the biggest city in the world, a place where chaos and order live side by side. It keeps us curious.
Clients: Mitsubishi Estate, Tokyu, Rakuten, Ricoh,World bank, Tokyo Metropolitan Museum, Tokyo Metropolitan Teian Art Museum, Area management Network, OMY Area Management, Fukuoka Jisho and more
BAUM CPH ApS
Copenhagen, Denmark
BAUM CPH ApS is BAUM’s European entity. It works out of BLOXHUB, Copenhagen’s hub for sustainable urban development. Copenhagen never stops designing for future comfort, and being here has pulled our work toward architecture, urban development and place, alongside brand. BAUM CPH works with European clients, and with Japanese brands and developers who want to work in Europe. It runs the other way too. The studio also writes about the city it lives in: Woody Udagawa is one of six Copenhagen-based authors of a book on Danish architecture and the society it has shaped.
Clients: bobles, FRAMA, Motarasu, Alexandrion Group,URGENT, Ippodo tea, Puddle, Bloxhub and more
NAUM INC.
Tokyo, Japan
If BAUM gives birth to places, NAUM gives birth to names: na-umu. NAUM INC. is the group’s naming company. It names companies, brands, products, places and the things people make. Around each name it adds concept work, research, copywriting, statements and help with trademark registration. Clients range from individuals and small businesses to large, ambitious projects. NAUM is led by CEO Jun Daikichi and director Jonathan Hiraga.
A name is the first thing a new venture carries out into the world. It holds the hopes of the people who made it, and it stays when everything else changes. NAUM makes names that light the way forward.
Services
Bringing new concepts to urban areas
Concept and Brand Strategy
the Basics also the core of our expertise
Naming, identity and graphics
Bringing unique names from Eastern and Western language backgrounds
Products, packaging and print
XS of city are always unique products
Atmospheres, exhibitions and on-site experiences
We design how a place feels, not just how it looks.
Placemaking and urban development
People make it worth visiting. We work with developers and cities from the earliest stages to shape neighbourhoods with character: the story, the mix, the public life that turns square metres into somewhere people choose to be.
