‘Danish values through an international lens’
I joined SKAGEN to lead the brand’s conceptual direction and evolve 25 years of brand history. Based in Danish Design principles and values, and relevant and relatable to a global audience.
The task was to move from a wholesale focused brand to a more youthful and contemporary lifestyle brand.
My team and I worked on all elements of this transformation, from editing, and reducing our vast product offering to establishing design and communication guidelines that simplify and tie our products and activities together through a cohesive design language.
My role was to lead and enforce our design and communication with internal and external partners. I had a broad roster of cross functional partners.
Our focus on simple, well executed, aesthetic products made in good materials and anchored in the end user’s needs informed all design decisions.
This drove our development – of Smartwatches and new sustainable practices alike.