Shaping Brands.
I help brands define their market position and set a clear creative direction, turning strategy into a compass that drives ideas, growth and impact.
Mate.Bike
Positioning an e-bike as a global lifestyle brand
Rather than positioning it as a green alternative to the car, we drew on Danish cycling culture and design tradition to create a completely new space: branding Mate as a lifestyle gadget on par with the iPod, something people couldn’t live without.
As part of the creative team, I worked on brand strategy, naming, identity and concept development, building a platform that set Mate apart in a crowded mobility market.
The result was unprecedented: Mate owned the lifestyle position exclusively, landed on the cover of GQ Magazine, and raised more than 150 million DKK across two crowdfunding campaigns.
Result: one of the most successful crowdfunding launches worldwide.
The Union by PFA
Positioning a new workspace brand in a crowded market
The market for office communities is often commoditised – square meters, desks and facilities competing on price and sameness. PFA wanted to break out of that space with a concept that could elevate the category.
As Creative director, I helped develop The Union. a brand built on health, work–life balance and flexibility. Instead of selling office space, The Union positioned itself as a people-focused community designed to improve productivity and well-being.
My contribution included light brand strategy, naming, identity and concept development, working closely with colleagues and PFA to bring the vision to life. Today, The Union is established in 11 locations across Denmark, showing how a clear brand platform can transform a commodity into a scalable and differentiated brand.
OiSTER
Finding purpose in everyday joy
After the pandemic, Oister wanted to pursue a purpose that felt authentic and close to home: giving people a little something to smile about. In a market dominated by price wars and hard-selling offers, the brand needed a more emotional dimension – one that could connect with people beyond data and deals.
As a low-cost mobile brand famous for its singing oysters, grand statements didn’t fit. But spreading small moments of joy did. A smile is simple, universal and contagious – and perfectly in tune with Oister’s cheerful personality and accessible pricing.
As creative director, I developed the “soft” purpose that gave Oister a more human tone in communication while staying true to its playful DNA: making everyday life a little lighter, one smile at a time.
Flexii
Positioning a low-cost telco brand around true flexibility
The Danish telco market is crowded with players competing on low price alone, often leaving little room for differentiation. Flexii’s edge was built into its name: a subscription designed to be flexible – making it simple for to change plan whenever needed.
As creative director, I helped develop the brand strategy, naming and identity, ensuring Flexii stood out not just as a cheaper option, but as the only telco brand that truly delivered freedom and flexibility on top of price.
The result was a challenger brand that attracted price-conscious consumers with a promise of control and simplicity in a category defined by low prices alone..
Multiform
Positioning a premium kitchen brand beyond functionality
In a market where most kitchen brands compete on trends and practicality, Multiform needed a sharper position that reflected its true DNA of craftsmanship and timeless design.
As creative director, I helped define a new brand platform built on exclusivity and connoisseurship.
We elevating Multiform from a kitchen manufacturer to a lifestyle brand for those who see their home as an expression of individuality and refined taste.
The result was a distinctive positioning and a clear promise: Multiform. Crafted for Connoisseurs.
Beer Buddy
Positioning a subscription service for craft beer without the snobbery
Craft beer is often seen as niche and pretentious. Our strategy removed the snobbery – in both visuals and tone of voice – making quality beers approachable and enjoyable for everyone.
As co-founder, I contributed to the brand strategy, positioning, naming and identity development, ensuring Beer Buddy stood out in a crowded subscription market by bringing people and craft beer closer together.
The result was a brand that expanded awareness of Danish microbreweries while making quality beer part of everyday life.