We are delighted to welcome Louise Zastrow, the latest addition to The Workshop, our top floor section for creative freelancers and independents. Louise advices companies on how to build their brands, so consumers care about them. She has helped household names like GUBI, Fritz Hansen and Mielcke & Hurtigkarl.
For the latter cathedral of gastronomy, she edited a hybrid between an identity manifesto and a coffee table format – it’s impressive and don’t-drop-it-on-your-foot-kind-of-big. Louise is here, because she wants to add more startups to her network of collaborators: “There is an amount of free thinking in early-stage businesses that I really like,” she says.
Louise, you just content-directed a handy guide to Copenhagen for the Hong Kong publisher Victionary. With a lot of guide formats on the market what makes this different?
“It’s a selection of recommendations by local creatives, and I think it will lead to less travelled places, if you are a tourist as well as a new Copenhagener. Here is the perfect biking bridge together with cocktails at Balderdash and praise for Café Victor from someone who knows the menu well.”
You developed branding strategies for many years. Give us an ultrashort lesson in “what you know for sure”.
“Every company benefits from having a clear brand story, so how to go about it? If you’re doing a new project, start by asking yourself: What is the core of the product I am sending off? The value propositions must be in place. And it’s important that your brand story is your own. Constructed narratives never work.”
What is the biggest change within your profession in recent years?
“There used to be a culture of talking simply to customers, based on the notion that this was all they understood. But now it is obvious that they can handle the complexity of a full company story. You just have to break it up and not tell every part of it at once.”