2016-2020
2016-2020
The work presented here was undertaken during the studio founder's tenure at Architectmade.
This centred on shaping the company's creative vision and aligning it with its business and sustainability strategy: redefining Architectmade's mission, vision, and values; contributing to portfolio management and streamlining the product development process, from concept through to market launch; and leading design projects across both the in-house team and external collaborators. A core piece of this work was repositioning the brand itself — moving Architectmade's market perception away from a general home-accessories company and toward its design-heritage identity: a company rooted in archival research, bringing overlooked work by significant architects and designers back into production. That shift also meant addressing a different target audience, aligned with the company's new positioning. Strategic partnerships supported this positioning — among them the Finn Juhl Collection, alongside others. This extended into original product design, including a textile line, FJ Pattern. The work eventually reached every touchpoint where the brand showed up — ensuring a single, consistent design language ran from the products themselves through to how they were communicated, sold, and displayed.
Brand and communications work ran throughout: integrated marketing communications across e-commerce, email, social media, press, print, retail, exhibitions, and events. This carried across packaging, a full set of catalogues, including a dedicated Finn Juhl Collection catalogue, a brand book built around the line "Built to last. Born to be passed on," and the company's website, including its designer-interview journal content. Photography and film for the brand — including the brand film A Glimpse Into Our Universe — were directed by the studio founder. This extended into dedicated launch events for individual products. A dedicated Retail Design Guidelines document set a consistent interior style for the brand's presence at design boutiques and fairs internationally — among them Salone del Mobile in Milan, Maison&Objet in Paris, and 3 Days of Design in Copenhagen — where the studio founder also represented the company directly. Exhibition stands at these fairs were designed as part of this work, some directly, others in collaboration with external collaborators working under the studio founder's direction.
Research & Analysis
Strategic Insight & Development
Sustainability & Impact Strategy
Strategic Partnerships
Creative Strategy
Creative Direction
Art Direction
Concept Development
Curation
Exhibition Design
Set Design
Retail Design
Environmental Graphics
Brand & Identity Systems
Copywriting & Editing
PR & Communications
Marketing
Campaigns
Brand Activation
Print & Digital Design
Digital Development
Editorial & Book Design
Product Design & Development
Photography
Film & Motion Graphics
Project Management
Event Management & Coordination
In collaboration with:
Maria Tsomanis, Lena Sørensen, Emilie Julin, Alessandra Ferrari, Daniel Andresen Gercke, Trine Jørck, among others.