Hello!
With 13+ years of experience in strategic planning, leadership, co-creation, customer experience, and design thinking, I believe everything begins and ends with people.
My focus is on helping companies grow their brand and improve creative thinking by putting customer insights, innovation, and digital disciplines at the forefront. I take pride in making things happen, moving things forward, and consistently adding value for customers.
As a creative strategist and experienced facilitator, a lot of my value is created behind the scenes - but below is an exhibit of published work which I’ve played a significant role in creating.
Work
Clever, Brand Campaign
Opportunity
How could Clever grow the qualified awareness of it’s brand by tapping into the deeper values that motivate danes to switch out their gasoline car.
Insight
The lack of action to reverse climate change, fuels a negative narrative that paints a dark picture of the future. But our research suggested that Danes are the most optimistic people in Europe, which gave Clever a unique position to paint a different and brighter picture that resonates with what it means to be danish.
Strategy
‘Fremtiden er fyldt med god energi’ positions Clever as the optimistic brand, that takes action to paint a brighter future.
Done with team at Another Copenhagen. Responsible for customer insights, competitive analysis and strategic foundation.
Moonfare, Brand platform
Opportunity
How to refresh Moonfare’s brand identity to connect emotionally with a new generation of private equity investors?
Insight
There is more to investing than financial performance. Our research on High Net-Worth individuals showed us that their motivations go far beyond creating profit - the privilege to care about what legacy you leave behind.
Strategy
‘Investing is legacy’ aims connect emotionally with private equity investors, by asking a simple question; ‘Why do people invest?’
Done at Barkas with team. Responsible for customer insights, competitive analysis and strategic foundation.
IKEA x Little Sun, Launch movie
Opportunity
How could IKEA share the deeper story behind their collaboration with Olafur Eliasson’s solar project Little Sun in a way that elevates the product?
Insight
People don’t always buy ‘what’ you do, but ‘why and with who’ you do it.
Strategy
Share the honest story behind the collaboration that resonates with an audience that usually don’t consider IKEA.
Done at Barkas with team. Responsible for research, insights, and creative direction.
Wonderful Copenhagen, Legacy Lab
Opportunity
How could Wonderful Copenhagen help congress organisers to design congresses that extend their knowledge and leave a lasting impact on the cities in which they are being hosted?
Insight
Congress organisers don’t have ways of identifying the many potential ways their event could benefit the host community and vice versa?
Strategy
Build a workshop toolkit, that help organisers turn inspiration, good examples and insights into new partnerships and activities for their event.
Done at Below The Surface with team. Responsible for research, development of toolkit and project management.
IKEA, World Refugee Day campaign platform
Opportunity
How could IKEA show their ongoing commitment to create a better life for refugees in collaboration with UNHCR and help change the negative perceptions around refugees in the markets they operate in?
Insight
Everyone has a bias when it comes to refugees, but when you’re made aware of it - it becomes a choice.
Strategy
Show the value that refugees bring, by showcasing real IKEA co-workers with a refugee background - challenging the many biases we all have.
Done at Barkas with team. Responsible for research, strategy and production.
MATERRA, Name & Identity
Opportunity
Hydrocotton asked for a new name and visual identity, to make their brand appeal both to the cotton farmers they were supporting with a more sustainable cotton production, as well as the fashion industry which they wanted to change.
Insight
Materra’s technology gives nature a voice through data. Materra is a combination of latin words, referring to respect for mother earth - a suitable name that also inspired the updated identity of the brand.
Strategy
Develop a name and identity that embodies giving nature a voice and which resonates both with the farming and fashion industry.
Done at Barkas with team. Responsible for name development, brand platform and project management.
IKEA x Sonos, Launch campaign
Opportunity
How could IKEA launch their new Sonos collaboration, SYMFONISK in a way that avoided spill-over effect from the ‘low quality perception’ people attach to IKEA products.
Insight
People don’t trust IKEA to make technology and fear they have to assemble the speaker themselves.
Strategy
Anticipating the response from customers about whether they would have to assemble the speaker themselves, we managed to create a spoof that both tapped into the existing conversations, increased the quality perception and demystified the perceived complexity from a less tech-savvy audience.
Done at IKEA Creative Hub with extended team. Responsible for research and strategy.
IKEA, Global theme
Opportunity
How to create a global sales boost for IKEA kitchens with a global campaign that taps into people’s dreams and frustrations in and arounnd the kitchen?
Insight
Expectations kill inspiration. Social media, healthy food trends and feeling squeezed for time makes the kitchen the hub for increased expectations.
Strategy
When it comes to the kitchen, too many expectations kill inspiration. As a furniture company it’s easy to end up adding more expectations with beautiful kitchen and healthy recipes - but instead they decided to take a stand for the opposite.
Done at IKEA CreativeHub with Acne. Responsible for strategic planning, leading the creative process and development.
IKEA, Social Entrepreneurship campaign
Opportunity
How could IKEA communicate the impact of their social entrepreneurship programs in a humble and uplifting way using only archive material due to covid travel restrictions?
Insight
Social Entrepreneurs often struggle to truly improve the livelihood of artisans due to their limited ability to scale, but when amplified by IKEA’s size they can make a significant difference.
Strategy
Show how Skills at scale make a real difference to people from vulnerable communities in a way that feels empowering, humble and with a twist of humour.
Done at Barkas with team. Responsible for reseach, strategy and production.
How conversations start ( in no particular order )
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I conduct qualitative and quantitative research to uncover customer insights that frame new opportunities for growth and innovation and help inject that fuel into your creative process.
Rate 3.500 dkk/day
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I take a collaborative approach to help you find the most effective way to reach your audience and business goals - making sure it all lands in a clear strategy and a brief.
Rate 5.000 dkk/day
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Great process is crucial when it comes to bringing your strategy to life. I have have +10 years of experience in designing long and short processes to engage diverse stakeholders in ways that foster creativity, participation and ownership and deliver concrete output.
Rate 15.000 dkk/day
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Translating strategy, insights and opportunities into a clear and simple brief that inspires your creative team is a fine balance of prioritising what to include, and what not to. Having written countless creative briefs, I can support you in providing your team with ‘the freedom of a tight brief’.
Rate 5.000 dkk/day
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Need help to revitalise your brand to connect with your target audience. Based on target audience research, stakeholder interviews and competitive analysis - I can support you with a brand refresh in collaboration with an associated brand designer. Deliverables could span from a new brand platform, tone of voice and visual identity + logo.
Rate 5.000 dkk/day
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How do you go about developing a campaign strategy, and translate it into relevant and effective ideas. Having trained students and professionals in creative strategy, ideation and design thinking I can deliver tailored hands-on trainings on a range of topics.
Rate 15.000 dkk/day
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There’s no silver bullet for this one - but if you haven’t cracked it, I’m happy to support with fast-paced creative naming sprint that I have used for naming companies in both tech, fashion and the entertainment industry.
Rate 5.000 dkk/day
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If you just need an extra strategic or creative resource to execute - I’m fluent in writing decks, developing concepts as well as writing decent copy for different medias.
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Wow! I didn’t expect anyone to make it this far. But now that you’re here I should say that I also do team development processes, coaching and finally I’m also a deft preparer of danish smørrebrød.