The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

One Show 2021 Design Jury

Tonje Jaeger

Lead Designer

TRY Design


Tonje Jaeger is Head of Brand Design at Norwegian independent agency TRY. TRY is Norway’s largest communication house – awarded Best Norwegian Agency 18 years in a row and Epica’s Best Independent Agency in 2020. Over the years, the Oslo based agency has expanded and developed a cross-disciplinary design department with brand, motion and digital design, as well as creative tech. Creating strong concepts in an experimental and collaborative design studio culture, is what motivates Tonje on a daily basis. Her background spans from working as a Graphic Designer and Art Director to Creative Director and Senior Design Advisor. For more than 20 years she has worked for leading Scandinavian design agencies and been responsible for the strategic design of multiple larger Norwegian and international brands. Tonje’s primary focus has been on brand strategy, brand design, visual identity and packaging design. She also works with concept development as well as naming processes across the creative disciplines. She is passionate about always bringing a clear dimension of responsibility to her projects. Additional experience includes lecturing and evaluating design students graduate projects at Oslo National Academy of the Arts, Volda University College, BI Norwegian Business School and Kristiania University College.




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