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AFTERGLOW

AFTERGLOW

://> Brand awareness | Organic social media presence

Industry

Wellness, Self Care

Deliverables

Social media strategy, Content Creation, Creative Direction

With Afterglow, we built an organic initial Instagram presence from the ground up. Intended as a warm-up before the first event. A content-first social strategy that transformed a new account into a budding wellness event brand—without paid advertising. Intention: an honest and personal introduction - no bells and whistles.


Timeline

1 month

Goals

Increase organic followers,

views and leads

THE CHALLENGE

Afterglow has a strong mission, unique story and a USP that covers a market that's been nearly untapped. But no established social media presence. The goal was to create trust, reach the right audience and develop a visual language people could relate to its core message.

AFTERGLOW IS

*ask sophia for a strong and correct thesis statement, so I don't word it wrongly :) *

NOT EVERY EMERGING BRAND NEEDS A RIGID CONTENT STRATEGY.

For Afterglow, our role wasn't to dictate what should be posted. Instead, we created a safe creative framework where the founder could experiment, discover what felt natural, and build confidence over time.

By removing the pressure to "perform" on social media, we helped create content that felt genuine, sustainable and true to the brand—making consistency much easier in the long run.

OUR ROLE

OUR ROLE

CREATIVE PARTNERSHIP

VISUAL DIRECTION

CONTENT ASSEMBLY

VISUAL DIRECTION

The most demanding element was the backlit wall panels: extremely narrow, elongated formats that broke away from conventional landscape composition, required imagery that felt authentically Norwegian. At the same time, the price cards had to remain clean and practical enough to be edited later by a non-designer without compromising the design system.

APPROACH

Because nature sits so centrally within Norwegian identity, the first instinct is to let the landscape speak for itself. Mountain imagery is used extensively in order to tie the Skagen brand closely to the Scandinavian wilderness, allowing the visual weight and grandeur of the landscapes to guide the overall direction.

The staircase graphic required a slightly different approach, as it needed to communicate motion and draw visitors further into the space. Here, we used colour contrast alongside the image of a figure positioned at the top of the stairs to subtly influence movement. Turquoise created a striking statement against the black-and-white backdrop, while the composition introduced a sense of mystery, elevation, and adventure.

The window panels, however, needed to communicate the brand vision immediately. For this reason, the full mountain imagery was now on display. Each mannequin stands before the large posters, as if they were a person out on a hike in the mountains.

This helped create a more immersive and atmospheric first impression, reinforcing the scale and beauty of Norway’s mountainous terrain.

The sales cards were designed to remain clean and minimal so that future edits to the digital assets could be made easily after handover. Importance was placed on the scenery, a minimal color accent and simplicity.

Because nature sits so centrally within Norwegian identity, the first instinct is to let the landscape speak for itself. Mountain imagery is used extensively in order to tie the Skagen brand closely to the Scandinavian wilderness, allowing the visual weight and grandeur of the landscapes to guide the overall direction.

The staircase graphic required a slightly different approach, as it needed to communicate motion and draw visitors further into the space. Here, we used colour contrast alongside the image of a figure positioned at the top of the stairs to subtly influence movement. Turquoise created a striking statement against the black-and-white backdrop, while the composition introduced a sense of mystery, elevation, and adventure.

The window panels, however, needed to communicate the brand vision immediately. For this reason, the full mountain imagery was now on display. Each mannequin stands before the large posters, as if they were a person out on a hike in the mountains.

This helped create a more immersive and atmospheric first impression, reinforcing the scale and beauty of Norway’s mountainous terrain.

The sales cards were designed to remain clean and minimal so that future edits to the digital assets could be made easily after handover. Importance was placed on the scenery, a minimal color accent and simplicity.

The window panels, however, needed to communicate the brand vision immediately. For this reason, the full mountain imagery was now on display. Each mannequin stands before the large posters, as if they were a person out on a hike in the mountains.

This helped create a more immersive and atmospheric first impression, reinforcing the scale and beauty of Norway’s mountainous terrain.

The sales cards were designed to remain clean and minimal so that future edits to the digital assets could be made easily after handover. Importance was placed on the scenery, a minimal color accent and simplicity.

Because nature sits so centrally within Norwegian identity, the first instinct is to let the landscape speak for itself. Mountain imagery is used extensively in order to tie the Skagen brand closely to the Scandinavian wilderness, allowing the visual weight and grandeur of the landscapes to guide the overall direction.

The staircase graphic required a slightly different approach, as it needed to communicate motion and draw visitors further into the space. Here, we used colour contrast alongside the image of a figure positioned at the top of the stairs to subtly influence movement. Turquoise created a striking statement against the black-and-white backdrop, while the composition introduced a sense of mystery, elevation, and adventure.

LOGO

When designing the logo, principles of Scandinavian minimalism were taken into consideration. There was already a mountain logo for another location, but a need for slight design change was requested. This design approach values clean lines, natural elements, and functionality. Qualities that aligned closely with both the brand and the retail environment. The final logo followed this direction by keeping the mountain form minimal and eternally classic, just like the brand itself.

OUTCOME

The result was retail oriented materials that translated the spirit of Norwegian hiking culture into a clean, immersive, and functional in-store experience. By combining restrained Scandinavian minimalism with the visual impact of the mountain landscape, the visuals felt authentic, adaptable, and deeply connected to the outdoor world it represented.

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