the archive
The rest are under embargo, were absorbed into a merger, or are simply not our best argument. A portfolio that shows everything is a portfolio that has never turned anything down.
Halvard had been making the same twelve chairs for forty years and printing nine catalogues to sell them — one per market, each with its own logo lockup, its own photographer and its own idea of what the company was called.
We drew one mark, one grid and one photographic rule — every chair shot from the same three angles against the same wall — and cut the printed matter to a single annual book with a market insert. The sales team stopped explaining which Halvard they worked for.
Print spend down 41% in the first year.
The annual catalogue now serves every market without redesign.
The lockup is now identical from Oslo to Rotterdam.
Two years on, nothing has been added to the system.
One slot opens in March and one in September. We answer every enquiry within two working days, including the ones we decline.