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_ Intelligence Matters
Image
- Creative direction
- Still / Moving image
Design
- Visual identities
- Design systems
Code
- Websites
- Code-based art projects
The vision leads. The medium follows.
Creative direction across image, design and code
Intelligence Matters is a creative studio in Stockholm led by Jacob Hägg. The work spans campaigns, visual identities, publications and digital environments, with creative direction carried through to production. What a project needs to become determines how it is made.
Image
Creative direction and image production for fashion, art and culture. We develop campaigns and editorial in still and moving image, with work spanning concept, art direction, casting, photography, film and the final edit.
Concept / Art direction / Casting
Creative Direction
Photography / Production / Finish
Still Image
Film / Motion / Edit / Sound
Moving Image
Design
Visual identities, typography, publications and design systems. We design the individual composition and its use across print and screen: type, image, proportion and the rules for applying them. EPOQ III is the studio’s own system of typography, components and guidelines, used on this site.
Profile / Through
SVG / X-ray
Hägg · 2026
Code
We design and build websites, digital products, software, installations and interactive environments. Appearance and behaviour are developed together. Below, a browser becomes an exhibition you can walk through and a museum organised around the ways people use the internet.
BROWSER EXHIBITION
Negative Space
A walk-through browser exhibition of Jacob Hägg’s personal work. Enter the galleries in first person and move between artworks, installations and the Brashy archive.
CODED WORLD
Museum of Tech
An interactive browser museum organised around five generations of internet use. Choose a body and follow its protocol, from 2400 baud to fibre.
METHOD / CODE AS MEDIUM
Think Code
An account of code as a creative medium: building an idea, changing its behaviour and judging the result.
Negative Space
There is no brief
Negative Space is Jacob Hägg’s personal practice across image, design and code. The browser exhibition is arranged as a place to visit: galleries, a lounge and an espresso counter, with the Brashy archive in a room of its own.
A hand-burned CD, a crashed Chevrolet, a machine error, a pair of socks at different stages of use. The exhibition gives these ordinary things the space and attention of museum objects. A used sock makes a different demand when it has a room around it.
The room is part of the proposition. So are the label, the distance between objects and the route taken to reach them. The formality can be funny; it can also make a familiar thing difficult to place.
| Permanent collection | Holding |
|---|---|
| Recent Archaeology01 | Personal technology · 1998–2012 · portable music players, flip phones and hand-burned CDs |
| Strumpism02 | A study of two socks · one before use, one after |
| The Main Gallery03 | Currently showing — An autobiography with collision detection |
| Brashy Studios04 | The women’s luxury streetwear archive · 2011–2020 |
| The Lounge05 | Espresso, the table, the drink · where people meet and talk |
| Museum of Nous06 | A six-room wing assembled from the public record of Nous Research · an expanding gift, not a commission |
Lineage
Brashy Studios, 2011–2020 · Intelligence Matters, now
Jacob Hägg co-founded Brashy Studios with Axel Hägg in 2011. The women’s luxury streetwear brand worked across Stockholm, New York and Los Angeles, bringing clothing, graphic design, photography and art direction into the same practice.
Brashy was stocked by Colette in Paris and I.T in Hong Kong, and profiled by T Magazine. Brashy Studios Import/Export appears in the catalogue for MoMA’s Items: Is Fashion Modern?, 2017.2
Brashy’s active period ran from 2011 to 2020. The archive remains in use: earlier garments are photographed again in Re-Authored and presented in Negative Space. Intelligence Matters extends that practice into campaigns, identities, publications and code.
2 MoMA catalogue index: Brashy Studios Import/Export, p. 256. Catalogue inclusion; not a collection or acquisition claim.
PREVIOUS PRACTICE / 2011–2020
Brashy Studios
Women’s luxury streetwear, 2011–2020. Co-founded by Jacob and Axel Hägg.
CONTINUITY / 2011–PRESENT
One Practice
Clothing, photography and graphic design formed the earlier practice. Image, design and code carry it forward.
CURRENT PRACTICE
Intelligence Matters
Creative direction and production across image, design and code. Based in Stockholm.
selected press (links)
Brashy Studios
Women’s luxury streetwear · 2011–2020
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Press
Announcements, essays and studio material
THE WIRE publishes studio announcements and writing about the work. Releases record what happened; essays offer a reading of it. The Pressroom holds the texts, images, credits and downloadable material.
| Wire | Release |
|---|---|
| WIRE_2026-09-03 | The art professor’s lens deconstructs the void — 3 September 2026 → |
| WIRE_2026-08-23 | The Brashy Room: One room refuses the white — 23 August 2026 → |
| WIRE_2026-07-30 | Identity once had hardware — 30 July 2026 → |
| WIRE_2026-07-27 | A museum opens for a research lab that did not ask for one — 27 July 2026 → |
| WIRE_2026-07-21 | An autobiography with collision detection — 21 July 2026 → |
| Press kitZIP | im-press-kit.zip — studio marks and information → |
Contact
Commissions and collaborations
Intelligence Matters · Stockholm. Image, design and code. Commissions and collaborations →