Brand image campaign for BR
Project overview
BR is one of Denmark's leading toy retailers. The project focused on developing an image campaign that strengthened the brand's positioning around sustainability and responsible parenting while supporting its expansion beyond the Danish market. The campaign combined strategic communication, original photography, and post-production into a printed advertisement.
My role
End-to end design and production of printed campaign materials, from concept development to final delivery. I co-developed the campaign concept, planned and executed the photoshoot, completed the post-production process, and designed the final advertisement for print.
Methodology
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Research & analysis
The project began with research into BR's brand identity, market position, competitors, and target audience. Particular attention was given to changing consumer expectations surrounding sustainability, educational play, and responsible parenting. Market analysis, audience profiling, trend research, and a SWOT analysis helped identify an opportunity to reposition BR as a brand that not only sells toys but also supports children's development and encourages conscious family choices. These insights formed the basis for the campaign strategy and creative direction.
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Design process & final outcome
Building on the research findings, multiple campaign concepts were explored through brainstorming, mind maps, sketches, and visual experimentation before selecting the strongest direction. The final concept, "One Toy - One Tree," was built around the idea that every doll purchased would contribute to a more sustainable future by funding the planting of a tree. To strengthen the emotional connection, families were invited to follow their tree's journey, transforming a simple purchase into a long-term, meaningful experience.
The final outcome was a fully developed image campaign centred around a printed advertisement prepared in both Danish and English versions. By combining strategic storytelling, photography, and graphic design, the campaign positioned BR as a brand that encourages responsible parenting while promoting sustainability through play.
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