Above: Image from ‘Curve’ Campaign, 2020
How do you redefine Scandinavian Luxury for heritage jewellery brand?
Well that was exactly what Georg Jensen team worked on with the luxury design house. Georg Jensen aimed to redefine their place within the world of contemporary luxury. With that frame, Scandinavian values were reconceived and applied as its truest meaning.
Above: Image from ‘Curve’ Campaign, 2020
Values such as excellence in craft, an affinity to nature, light and a heightened quality of life.
With this is as the foundation, we developed a new ToV, visual identity and elevated campaign approach that reflected these new qualities with SS20 jewellery serving as a global hero.
This also included creating and crafting their new brand strategy, as well as their tagline ‘Nature. Formed.’ serving as their North Star from 2019 – 2021.
Year:
2019 – 2021
Medium:
Campaign Film,
Cutdowns,
Social assets,
Brand Strategy
Shown:
Global
Role:
Creative Strategist,
Senior Copywriter
@AKQA Denmark
