Business Danmark is an independent union for sales and marketing employees. They have successfully targetted primarily women through humor over the years, but in order to open up for a wider and more diverse target group while also changing the perception of the term sales to a positive, desirable skill, they approached us.
Rethink the brand universe and activate the logo as a lead character in a more mature sales story.
The result was a more aesthetic and emotional angle with the tagline “Everybody has something to sell, and we will help you get better at it”.
We used everyday situations where a sale is needed. In order to give the story a fuller expression, we brought to life the golden ribbon around the logo. The ‘golden ribbon’ became the storyteller that created movement and enhanced the situation while emphasising its points. It became a key element in the online campaign as well.