BoConcept’s new brand strategy required the company to make the transition from a product-focused furniture manufacturer to a lifestyle brand. With that, I led the team that created a new brand promise to enable that change, which became then became the epicenter of the brand experience, that brand promise was: Encouraging Cosmopolitan Living. The insights revealed that the brand’s Danish heritage, was a strong equity — especially in places outside of their home country. The directional idea was called From Denmark To The World, which served as a creative brief for how to execute the new brand strategy with a heavy focus on providing customers with inspirational content.
In addition to the directional idea, I led the project to conceptualize an interior design service that would be rolled out globally and help position the brand as a lifestyle player that encourages cosmopolitan living.
