Great Dane Furniture was shifting their focus from vintage to contemporary Danish furniture and to celebrate its evolving product range, a campaign was required. This campaign needed to appeal to both existing and new customers.
One of the applications was a high impact, large-scale, sophisticated Scandinavian design magazine. Cross endorsement from prominent members of the design industry added to the brand’s credibility. Believable lifestyle images were combined with hand-sketched illustrations and images that were more theatre than still life. The magazine was so popular, customers tried to pay for copies of the free publication.