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Branding Strategies
Brand Identity
Content Creation
Copywriting
About
Icons of Denmark are a furniture company based in Clerkenwell, London's eponymous design district. They work closely with a considered circle of talented designers and craftsmen who hold a deep fascination for refined beauty, natural materials and functional design that the Danes pride themselves upon.
Process
Over the past year, I've worked with Icons in growing the brand. Icons have made a revolutionary identity change from importing and curating a range of Danish Designed products to creating their own. This became vital to the new collection.
Following a competitor analysis with the management team, we looked at how Icons design furniture specifically for the workplace market; while their competitors have all arrived at office furniture from the residential market. This led me to the title of the new lookbook, The Elements of Work.
I looked to condense the simplicity and clarity that are synonymous with Danish Design into the tone and language of the lookbook. This led me to a collection of aphorisms that articulated the philosophy, design and craft of Icons - from concept through to creation.
Result
Icons were delighted with my work. The content has been used in website, social and email campaigns. This also led me to work on the creation of a script and sales presentation, ensuring the language and tone of voice is consistent in all communications.