Client ·····Kristeligt Dagblad, Inhouse work
Work ··········· Marketing materials + Branding
Work ··········· Marketing materials + Branding
Branding Campaign – description
This is a series of selected images of a bigger branding campaign for Kristeligt Dagblad, that I worked on together with the Head of Marketing, Nicolai Puggaard Hansen, during my employment as an inhouse Graphic Designer at Kristeligt Dagblad.
Åndelig Oprustning is a branding campaign that was born out of the idea of highlighting the USP of the newspaper Kristeligt Dagblad. It was an expression that was brought into the mainstream media as a new direction in politics by the Danish Prime Minister Mette Frederiksen, as a direction towards more value-lead approach to spirituality and politics. However the phrasing is not new for Kristeligt Dagblad,it has been a value that Kristeligt Dagblad has identified with for a long time. We decided that we had to grasp into the different medias obsession with the phrasing, and reclaim it as our own. This mixed with a message signaling the newspapers endurance, in an everchanging and tough market that the newspapers all over the countries are facing.
The phrasing of the campaign became “Åndelig oprustning siden 1896”.
The visual direction of the campaign was intentionally chosen to be a stripped down version; lots of white space and easy to decode, even in a busy area like downtown Copenhagen.
The motto of the campaign is written in our logotype, a Slab-serif rooted into the DNA of Kristeligt Dagblad - along with our blue primary brand color. I carefully crafted a digital version of a newspaper to be supporting the motto. The newspaper was crafted with the intention of being able to be put on a huge billboard in central Copenhagen near the lakes. furthermore the campaign was enrolled in our newspaper in different ad formats, a campaign website, digital screens throughout of central Copenhagen, abus stop ad shells.
As a part of our strategy we chose to book the specific busstop adshell next to the Parlament - hoping the Ministers driving by, would be reminded, that Kristeligt Dagblad is THE newspaper that is equivalent to Åndelig Oprustning.
The phrasing of the campaign became “Åndelig oprustning siden 1896”.
The visual direction of the campaign was intentionally chosen to be a stripped down version; lots of white space and easy to decode, even in a busy area like downtown Copenhagen.
The motto of the campaign is written in our logotype, a Slab-serif rooted into the DNA of Kristeligt Dagblad - along with our blue primary brand color. I carefully crafted a digital version of a newspaper to be supporting the motto. The newspaper was crafted with the intention of being able to be put on a huge billboard in central Copenhagen near the lakes. furthermore the campaign was enrolled in our newspaper in different ad formats, a campaign website, digital screens throughout of central Copenhagen, abus stop ad shells.
As a part of our strategy we chose to book the specific busstop adshell next to the Parlament - hoping the Ministers driving by, would be reminded, that Kristeligt Dagblad is THE newspaper that is equivalent to Åndelig Oprustning.
Big outdoor banner near the lakes in central Copenhagen. 17,5 x 12 meter tall banner (W x H)
Outdoor material on different sizes of adshells, a big banner near the lakes in Copenhagen, newspaper ads and digital screens throughout the central Copenhagen.
Banner created for an external mail campaign for new leads.