These are the Inside Front Cover stories for Scandinavian Designs’ seasonal catalog, one in Fall 2019, my first catalog as editorial lead, and the other in Summer 2020. The Fall 2019 copy was my initial interpretation of the longstanding brand mission, which was essentially, “modern furniture for every room.”
Fast-forward to 2020, I worked with our marketing and creative leadership to hone and expand this mission to a more aspirational promise where the product’s indelible qualities are described as elements that help the customer create a unique way of living.