Company
Klar Home is one of Scandinavia's leading B2C e-commerce & manufacturing platforms in the window industry, providing highly customisable wooden windows and doors to mainly Danish, Swedish & Norwegian markets.
Services
User Interface, Content & Graphic Design
Content Management & Copywriting
Art Direction & Branding
SoMe Management
Scope of work
As Klar's content manager, I was responsible for content strategy, user interface design, content design, and art direction across 6 market-specific websites and various digital marketing channels.
Working closely with our product owner, developers, and growth team members, I crafted design across the customer journey, incl. the 6 websites, their graphical assets, and marketing content (UI components, digital campaigns, newsletters, ads, SoMe). I also created a content calendar, established a framework for influencer collaborations and successfully led Klar's newsletter marketing efforts. My main stakeholders were the CMO, CEO, and VP of Engineering.
My work directly resulted in an average of 300.000€ extra monthly sales conversions. It also resulted in the launch of two new markets (Germany and Estonia), their corresponding websites & marketing strategies, and smoother collaboration between Tech, Growth, and Creative teams to align design and business objectives with customer needs.
The visual designer in me was also proud of a more coherent, customer-centric branding, UI assets, and content in all the digital channels.
Tools
Figma
Illustrator
Photoshop
Lightroom
After Effects & Premiere Pro
Dato CMS
Notion
Sendgrid
Hootsuite
Various AI tools for design, translation & idea generation
#1 Content & graphic design
My role regarding content revolved around all design phases and customer journey: research & strategy, design and implementation. It was a comprehensive team effort, spanning all six markets: Denmark, Sweden, Norway, the UK, Estonia, and Germany.
Diverse projects saw us revamping the website with engaging content using tools such as Figma, Photoshop, Illustrator & After Effects. We also tested various AI tools such as Ghat-GPT and MidJourney. The output included crafting campaign landing pages, improving how-to guides, streamlining the purchasing process for a smoother customer journey and user experience, curating inspirational articles, and delving into the nitty-gritty of technical product details. Most of it was managed through Dato CMS. Collaboration with various stakeholders within the company was instrumental in providing correct information and improving the customer experience across their journey.
#2 Sale campaigns: Art Direction & Copywriting
Our sales campaigns followed a monthly cycle, with each major campaign running for an average of two weeks across four markets simultaneously. The first campaign I worked on was for Black Friday 2022, where I was responsible for developing the concept for a landing page, writing marketing copy, and art directing the design of newsletters and social media content. Additionally, I ensured that the campaign content was activated on the homepage and properly deactivated when the campaign concluded.
Following the Black Friday campaign, I undertook similar responsibilities for the New Year campaign. Starting in March 2023, I also assumed full responsibility for the entire newsletter process, including strategy, design, scheduling, and data analysis. Due to unforeseen consequences of a domain transfer, we experienced a decline in organic traffic. To mitigate the loss in cash flow, the CMO increased the frequency of our campaigns to almost weekly beginning in April 2023. Between April and August, I sent out daily newsletters to four markets (with a few pauses), generating approximately €300,000 per month from this channel only.
From August onwards, we transitioned to sending three newsletters per week after A/B testing, regardless of campaign activity, to ensure a bit better sustainability from both a workload and customer engagement perspective.
#3 Art Direction & Branding
The objective was to create a stronger visual language for Klar's communications and marketing assets. This includes how the brand is received, how stories are told, how photos and videos are taken and also later edited.
My approach was "relatable yet aspirational", as we were seeking to move away from generic stock-like images and instead authentically capture the lives of our customers in their homes. This involves including customers in front of our brand by inviting them into our marketing activities and showcasing people, animals, and props that reflect the personal touches of the inhabitants. Different rooms in these homes tell unique stories and thus also inspired how Klar's windows and doors could improve one's everyday life. Another idea I brought was to also capture more market specific content and use that to target customers better. Buildings in Denmark, Sweden, UK, Germany can be quite different from each other, using distinctive materials and construction methods.
The outcome of this approach was more coherent, relatable and customer-centred branding that was implemented across the customer communication channels.
#4 Launching DE & EE markets
When the management team decided to launch Klar in two new markets Jan 2023, I was responsible for ensuring all online content was localised to meet the specific needs of these markets. This included updating the website, newsletters, T & T emails, and social media content. The project was further complicated by the simultaneous introduction of new products that were previously unavailable in the Nordic markets. This required close collaboration with our product team and developers to modify our online configurator to accommodate the new products and update their technical specifications. I also coordinated with a team of translators to gather the necessary information and provided guidance throughout the market's launch process.
