Product campaign built on social trends

Launch your product in society first, before going to market


Multi-functionality is the magic word for contemporary interior design. Where functionalities before were separated, now they flow together. A space created for focus can also be attractive. Congregating and concentrating can blend. Based on these insights we developed the product campaign for the Ahrend Embrace Collection: a multi-functional furniture piece that connects worlds.

Embrace Collection: from proposition to manifesto

The campaign originated from the Vitalising Workspaces proposition that gave Ahrend new energy: from office furniture manufacturer to industry leader in the field of workspaces. This proposition was the result of solid strategy work and gave life to a powerful new manifesto, built on four pillars: productivity, diversity, wellbeing and belonging. In the Embrace Collection campaign all four pillars had their own, natural place.

Intuitive in word and image

We enhanced the campaign by orchestrating a series of interviews with designers of the collection. Copy and imagery were totally in synch with the intuitive design of the furniture. The same could be said for the used photography – shot on location at famed architect firm HofmanDujardin – which was inspired by the design principles of the architects. Balanced: calming and exciting. Elegant and simple. Neat and timeless. But above all, human.

Strategic thinking with a sharp eye for meta trends, culminating in concise copy and cutting-edge design: that’s the expertise of Heldergroen.

Inspired by the power of vision and imagination?

Contact us of give us a call for an enlightening chat on 023 8200 250.


Strategy – Brand Identity – Product activation – Web design – Brand story – Photography view all services