File Under
Content Creation
Idea Translation
Proofreading
Copyediting
About
As you might expect from a client whose philosophy is "Beautiful simplicity", the brief I received from Danish furniture craftsmen, Fredericia was charming; straightforward and got right to the point: "Help us to be clear, vivid and speak to our audience".
Process
The inherent difficulty was one of language and culture. Fredericia had Danish cultural terms and ideas they wanted to translate for a new audience - that would speak to the hearts and minds of the English reader.
Result
After studying a few, choice luminaries of Danish Design and discussing Fredericia's vision; it became crystal clear where to position the company. Using language that evokes their Danish heritage and focusing on functional aesthetics, we looked at honing a message of modernity blended with originality.
