--- title: "Creative Direction Copenhagen — Blackbook" description: "From concept and campaign design to visual identity. Blackbook delivers creative direction for brands that want more than expected. Let's talk about yours." canonical_url: https://www.blackbook.dk/en/services/creative-direction/ md_url: https://www.blackbook.dk/en/services/creative-direction/index.md language: en last_updated: 2026-09-07 --- # Creative Direction Copenhagen — Blackbook From concept and campaign design to visual identity. Blackbook delivers creative direction for brands that want more than expected. Let's talk about yours. > Alternate (Danish): https://www.blackbook.dk/services/creative-direction/index.md > Provider: Blackbook — founded by Jeppe Sloth Carlsen (https://www.blackbook.dk/en/about/) > Provider ID: https://www.blackbook.dk/#organization > Founder ID: https://www.blackbook.dk/#person-jeppe > Topics: Creative direction, Design strategy, Art direction > Part of: Blackbook — digital design agency, Copenhagen (https://www.blackbook.dk/en/) > LLM reference: https://www.blackbook.dk/llms.txt > Full reference: https://www.blackbook.dk/llms-full.txt > Markdown sitemap: https://www.blackbook.dk/sitemap.md > Preferred citation URL: https://www.blackbook.dk/en/services/creative-direction/ ## Services — Creative Direction Creative direction that unites brand, campaign and idea in one bold expression Blackbook turns strategy into visual expression that sticks. We work with creative direction across digital and analogue channels – the kind where the idea carries all the way from first sketch to finished output, and every choice serves one unified purpose. AI is part of our concept process – from rapid visual explorations in the idea phase to generative image production that accelerates delivery. ## Idea first, channel second ### Creative direction and concept development across channels Most campaigns don't die from poor execution – they die from a weak idea. We always start with the concept: what is the one thing the message rests on? Only when that is sharp do we choose format, channel and visual direction. That gives a freedom most processes lack. A campaign built from the idea out can live as outdoor, film, digital ad and social content without losing its nerve – because the foundation holds regardless of format. ## Visual DNA you can feel A strong brand is recognised by what you can't put into words – the feeling that makes you know it without seeing the logo. We build visual identities with that quality: typography, colour, imagery and tone that hold together and feel like one voice. We work with brands that have ambitions beyond the polished. That takes conviction, precision and the courage to say no to the mediocre – and a creative director who means it. **What we deliver:** Concept development · Campaign design · Visual identity · Art direction · Brand guidelines · Advertising campaigns · Social media content · Outdoor & print · Photographic art direction ## For brands that want more than expected We do our best work with luxury brands, retail, lifestyle and culture – fields where visual expression is the business, not just the wrapping. These are brands where a wrong nuance costs credibility, and where the right idea can shift the entire perception. If you have a brand, a campaign or an idea that needs direction, [let's talk about your project](https://www.blackbook.dk/en/contact/). ## Selected cases One thread from idea to execution. Creative direction across brands, campaigns, and digital products, holding the course for everything from cars and banks to bibles. ### EULAR conference website — Eli Lilly - Responsive conference site for EULAR on behalf of Eli Lilly – three sections with articles, quizzes and interviews, supported by banners and magazine ads. [Eli Lilly — Conference website](https://www.blackbook.dk/en/portfolio/lilly-eular-2016/) ### Digital identity and tagline — Lyngby Storcenter - Redesigned Lyngby Storcenter's digital identity, reskinned the website, and created the centre's new tagline "Vi gør os umage". [Lyngby Storcenter — Digital Identity](https://www.blackbook.dk/en/portfolio/lyngbystorcenter/) ### Responsive eCommerce web design — Eye Copenhagen - Responsive e-commerce site for Eye Copenhagen with retailer directory and webshop – SEO-optimised platform that became the hub for all company activities. [Eye Copenhagen — e-Commerce](https://www.blackbook.dk/en/portfolio/eye-copenhagen/) ### Advertorial Campaign — Visit Norway — Blackbook - Creative Director on an integrated winter campaign for Visit Norway – billboards, TV, out-of-home, newspaper ads, banners and Facebook. [Visit Norway — Advertorial](https://www.blackbook.dk/en/portfolio/visit-norway-newspapers/) ### Nationwide outdoor campaign — Visit Norway - Designed Visit Norway's nationwide winter campaign with billboards, digital out-of-home, TV advertising and magazine placements. [Visit Norway — Out-of-home advertising](https://www.blackbook.dk/en/portfolio/visit-norway/) ### Responsive web design and social media — Rosengårdcentret - Responsive WordPress site for Rosengårdcentret with store directory, YouTube, Instagram and 3D animation videos for social media. [Rosengårdcentret — Webdesign](https://www.blackbook.dk/en/portfolio/rosengaardcentret/) ### Pharma App for iOS and Android — Ferring Picoprep - Designed a native iOS and Android app for Ferring – treatment guide with nutrition info, medication schedule and push notifications for colonoscopy prep. [FERRING — Pharma app](https://www.blackbook.dk/en/portfolio/ferring/) ### Gamified product launch campaign — American Spirit - Gamified internal campaign for JTI's American Spirit launch in 7/11 – app with quizzes, videos and a competition for store staff to win a trip to Santa Fe. [American Spirit — Launch at 7/11](https://www.blackbook.dk/en/portfolio/jti/) ### Buy Local web portal and UX — MobilePay - UX and design of web portal for the Buy Local campaign by Marketsquare and MobilePay. Find offers, events and shops in your city at prisdinby.dk. [MobilePay — køb lokalt](https://www.blackbook.dk/en/portfolio/saet-pris-paa-din-by-koeb-lokalt/) ### Visual identity and marketing — Zenegy Brand - Owned Zenegy's full digital footprint: logo, brand guidelines, app icons, website, Mailchimp templates, PowerPoint and video for social media and fairs. [Zenegy - Brand — Corporate identity](https://www.blackbook.dk/en/portfolio/zenegy/) ### Northern Lights advertorial campaign — Visit Norway - Designed an advertorial for a nationwide newspaper campaign for Visit Norway promoting Northern Norway as a northern lights destination. [Norge Nordlysets hjem — Advertorial](https://www.blackbook.dk/en/portfolio/norge-nordlysets-hjem/) ### HTML5 display banners — Google and AdForm - Design and production of animated HTML5 banners for Google and AdForm in formats including leaderboard, half page, wallpaper, top banner and mobile. [Display bannere — Web-Bannere](https://www.blackbook.dk/en/portfolio/display-bannere/) ### iPad eDetailer for haemophilia treatment — NovoSeven - iPad eDetailer for Novo Nordisk's haemophilia medication NovoSeven with interactive HTML5 slides, video and tracking of physician attitudes to the product. [NovoSeven — eDetailer](https://www.blackbook.dk/en/portfolio/novoseven/) ### Responsive site and design guidelines — Coverwise - Designed a responsive website and simple checkout flow for Coverwise's Danish travel insurance launch. [Coverwise — eCommerce](https://www.blackbook.dk/en/portfolio/coverwise/) ### WordPress site and brand identity — Marketsquare - Designed a responsive WordPress site for advertising agency Marketsquare using "design in browser" – landing pages, banners and SEO for Markedsføring.dk. [Marketsquare — Webdesign](https://www.blackbook.dk/en/portfolio/marketsquare/) ### eCommerce redesign of product grid — Pandora - Redesigned Pandora's homepage, navigation and product display – changed grid from 4 to 3 vertical products, significantly increasing jewellery visibility. [Pandora — eCommerce - pitch](https://www.blackbook.dk/en/portfolio/pandora/) ### Visual identity and WordPress — Bistro Sorte Hest - CEO and Art Director for Bistro Sorte Hest. Designed logo, interior, WordPress site with table booking and social media for French bistro in Vesterbro. [Bistro Sorte Hest — Visuel identitet](https://www.blackbook.dk/en/portfolio/bistro-sorte-hest/) ### Newspaper Ads Renault — Ejner Hessel — Blackbook - Designed newspaper ads for Renault on behalf of Mercedes dealer Ejner Hessel. The campaign raised brand awareness and drove sales. [Ejner Hessel — Tabloid annoncer](https://www.blackbook.dk/en/portfolio/ejner-hessel-annoncer/) ### CSS re-skinning and UX — Dansk Tandforsikring - Re-skinning of Dansk Tandforsikring's WordPress site via CSS – tightened the UX and sourced visual imagery for the brand without touching the structure. [Dansk Tand Forsikring — Re-skinning website](https://www.blackbook.dk/en/portfolio/dansk-tand-forsikring/) ### Visual identity for Berlingske Media — GodtTip - Created the visual identity for GodtTip – Berlingske Media's permission email database. Logo, colours, typography and a full communications concept. [Godt Tip — Visuel identitet](https://www.blackbook.dk/en/portfolio/godt-tip/) ### Responsive web design and video — Integral - Responsive website for communications agency Integral – concept, front end, homepage video and case film production handled from start to finish. [Integral — Corporate website](https://www.blackbook.dk/en/portfolio/integral/) ### Global master eDetailer for physicians — Mirena - Designed the global master eDetailer for Bayer HealthCare's Mirena IUD – 6 tracks and 250+ interactive slides. [Mirena — Global Master - eDetailer](https://www.blackbook.dk/en/portfolio/mirena-bayer-healthcare/) ### One-page Parallax Web Design — Fugmann - Designed and developed a responsive one-page parallax site for electrical company Fugmann – 100-year history, Facebook feed, video and case film. [Fugmann — Corporate website](https://www.blackbook.dk/en/portfolio/fugmann/) ### Sales and marketing presentation — Sweetbox - Created a sales and marketing presentation for Berlingske Media's Sweetbox launch – typography, colour palette and image style built around the new logo. [Sweetbox — Concept presentation](https://www.blackbook.dk/en/portfolio/sweetbox/) ### eDetailer and risk calculator — Bayer Xarelto - Designed iPad-based eDetailers and personalised portals with risk calculators for iOS and Android for Bayer's blockbuster product Xarelto. [Xarelto — Global web portal](https://www.blackbook.dk/en/portfolio/bayer-healthcare/) ### Video, brochures and banners — Bibelselskabet - Conceived and produced a refugee fundraising video for BogForum for the Bible Society – also designed brochures and banners for charitable campaigns. [Bibelselskabet — Fundraising video](https://www.blackbook.dk/en/portfolio/bibelselskabet/) ### Social media and trade show campaign — Ejner Hessel - Produced integrated social media campaign with Golfie competition for Ejner Hessel at Made in Denmark. [Ejner Hessel — Messe video](https://www.blackbook.dk/en/portfolio/ejner-hessel/) ### Corporate Web Design & SEO in Typo3 — Gaggenau - SEO-optimised portal for Gaggenau with exclusive product presentations, showroom overview and news – a digital expression matching the brand's prestige. [Gaggenau — Corporate website](https://www.blackbook.dk/en/portfolio/gaggenau/) ### Mobile-first eCommerce Platform — GoOrganic - Designed a one-page parallax eCommerce platform for GoOrganic's nutritional supplements with a Mobile First approach. [GoOrganic — eCommerce](https://www.blackbook.dk/en/portfolio/goorganic/) ### Responsive webshop and UX — Thiele Optik - Responsive webshop for Thiele, Denmark's oldest optician chain, with search by gender, brand and style plus vision test booking as a conversion driver. [Thiele — Responsive webshop - pitch](https://www.blackbook.dk/en/portfolio/thiele/) ### Viral web portal with cocktail game — Havana Club - Designed a Typo3 portal for Havana Club with a cocktail mixing game, a competition to win a trip to Cuba and photo galleries from nightclub events. [Havana Club — Corporate website](https://www.blackbook.dk/en/portfolio/havana-club/) ### eDetailer for MS treatment — Copaxone - Interactive eDetailer for Teva Pharmaceutical Copaxone – physicians compared their views against clinical studies and calculated patient sick day reduction. [Copaxone — eDetailer](https://www.blackbook.dk/en/portfolio/teva/) ### Portal redesign — Nordea Private Banking - Designed page templates, a podcast player and colour palette for Nordea Private Banking – based on the bank's design manual, with testimonial sections. [Privat Banking — Webportal](https://www.blackbook.dk/en/portfolio/nordea-privatbanking/) ### Flash presentation for sales training — Siemens - Programmed advanced Flash ActionScript for Siemens' white goods sales training – animated intro and detailed walkthrough of all machine functions. [Siemens — e-Learning](https://www.blackbook.dk/en/portfolio/siemens/) ### Article Design for Connies køkken — Bibelselskabet - Designed the Connies køkken article series for the Bible Society's quarterly magazine – modern aesthetic with on-location food photography of the dishes. [Bibelen & Verden — Magasin artikler](https://www.blackbook.dk/en/portfolio/bibelen-verden/) ### Responsive sustainable tourism web portal — UN - Responsive parallax site for the UN Centre for Sustainable Development with a carbon calculator, climate project overview and blog on sustainable tourism. [United Nations — Responsive webportal](https://www.blackbook.dk/en/portfolio/united-nations/) ### Responsive web design and social media — Terndrup's - Designed a responsive website for catering and events agency Terndrup's with a clean design and integration with Facebook, Instagram and Pinterest. [Terndrup's — Visuel identitet](https://www.blackbook.dk/en/portfolio/terndrups/) ### Pro-bono web design — Den Frie Juicebar - Pro-bono web design for Den Frie Juicebar in Copenhagen with menus, map and integrated Instagram feed. [Den Fri Juicebar — Company website](https://www.blackbook.dk/en/portfolio/den-fri-juicebar/) ### Portfolio website in Typo3 — Per Arnoldi - Portfolio website for Danish modernist Per Arnoldi – tight layout and classic Frutiger typeface designed according to the artist's own principles. [Per Arnoldi — Personal website](https://www.blackbook.dk/en/portfolio/per-arnoldi/) ### CLM Platform UX Redesign — Agnitio iPlanner - Redesigned Agnitio's CLM platform with calendar, Near Me lookup, dashboard and iTunes-inspired coverflow for eDetailers. [Agnitio - iPlanner — Closed loop marketing](https://www.blackbook.dk/en/portfolio/iplanner/) ### Analytics tool for pharma — Agnitio iStats - Designed the user interface and icon font for Agnitio's analytics software, helping pharma teams track eDetailer performance, sales and representatives. [Agnitio - iStats — Closed loop marketing](https://www.blackbook.dk/en/portfolio/agnitio-istats/) ### Fertility clinic learning tool — Merck Serono - Designed an interactive online visualisation tool for training physicians and nurses at fertility clinics for Merck Serono. [Merck Serono — eLearning](https://www.blackbook.dk/en/portfolio/merck-serono/) ### Haemophilia eDetailer for physicians — Novo Nordisk - Designed an unbranded iPad-based eDetailer for Novo Nordisk on joint problems in haemophilia patients. [Novo Nordisk — eDetailer](https://www.blackbook.dk/en/portfolio/novo-nordisk/) ### Web design with social feeds — Rialto Teatret - Designed a website for Rialto Teatret with social feeds from YouTube, Facebook, Instagram and Twitter, plus production overview and ticket booking. [Rialto:Teatret — Umbraco website](https://www.blackbook.dk/en/portfolio/rialtoteatret/) ### Digital Marketing & Campaign Design — Anthill Agency - Designed newsletter campaigns, campaign website and LinkedIn profile for Anthill Agency – pharma communications agency and subsidiary of Agnitio. [Anthill agency — Markedsføring](https://www.blackbook.dk/en/portfolio/anthill-agency/) ### Typo3 website for 360° photography — Circleshot - Designed and developed a Typo3 CMS website to market Goecker's 360° photography system Circleshot with examples of 360° images across digital platforms. [Circleshot — Markedsførings website](https://www.blackbook.dk/en/portfolio/circleshot/) ### IT security landing page — Microsoft Forefront - Designed an open source CMS landing page with Flash intro for IT security software Microsoft Forefront. [Microsoft — Landingpage](https://www.blackbook.dk/en/portfolio/microsoft/) ### Multinational Typo3 portal in 10 languages — Unidrain - Designed and developed a Typo3 portal in 10 languages for Unidrain – showroom, news, manuals and the Modul 1100 configurator for bathroom architects worldwide. [Unidrain — Global website](https://www.blackbook.dk/en/portfolio/unidrain/) ### Storyboard for Denmark's longest TV commercial — DSB - Conceived and storyboarded DSB's commercial with Iggy Pop's The Passenger – aired in 30, 60 and 90-second versions, the 90-second cut made for cinema. [DSB — Commercial](https://www.blackbook.dk/en/portfolio/dsb/) ### Product website — Holmegaard Perfection - Designed and developed the product website for Holmegaard's Perfection glassware series in Typo3 CMS. [Holmegaard — Webdesign](https://www.blackbook.dk/en/portfolio/holmegaard/) ### Product Catalogue in Typo3 for Ifö — Max Sibbern - Typo3 portal for Max Sibbern with 30,000+ Ifö products from Sweden – including wish lists, advanced search and an installer tool with spare parts lists. [Max Sibbern — Online catalog](https://www.blackbook.dk/en/portfolio/max-sibbern/) ### Email marketing for the US market — Georg Jensen - Regularly designed email campaigns for Georg Jensen in the US market via E-blast – web banners and web pages for the globally recognised design brand. [Georg Jensen — Newsletter](https://www.blackbook.dk/en/portfolio/georg-jensen-usa/) ### Campaign site with Schweppes sponsor — BMW MINI - Designed a campaign website for Jan Nygaard and the era's most exciting MINI at Magasin's Friday Bar on Kongens Nytorv. [BMW - Mini — Landing page](https://www.blackbook.dk/en/portfolio/bmw-mini/) ### Milk activation at Kvickly, pitch — Arla - Pitched strategy and creative concept for activating milk at Kvickly with a focus on inspiration and sales. [Arla Mælk - Pitch — Activation](https://www.blackbook.dk/en/portfolio/arla-maelk/) ### Nature-inspired responsive redesign — Skov & Land - Responsive redesign for the Danish Forest and Landscape Engineers – flat design in natural colours with news, events, courses and member content. [Skov & Land — Redesign af website](https://www.blackbook.dk/en/portfolio/skov-land/) ### UX and mobile-optimised redesign — Sweetdeal - Redesigned Sweetdeal's website in lighter tones with optimised mobile purchase flow. Programmed a banner package for the Sweetmarket and Sweetbox launch. [Sweetdeal — Redesign af website](https://www.blackbook.dk/en/portfolio/sweetdeal/) ### WordPress Site for Leadership Development — Alegria - WordPress site built from scratch for leadership development consultancy Alegria – design in browser, a one-page experience and a strong client reference. [Alegria — Wordpress webside](https://www.blackbook.dk/en/portfolio/alegria/) ### Responsive travel universe, pitch — NOVASOL - Responsive web concept for NOVASOL with travel categories like ski, beach and fishing – shifting from a booking engine to an inspiration platform. [NOVASOL — Responsive website - pitch](https://www.blackbook.dk/en/portfolio/novasol/) ### Responsive Portal Redesign, Pitch — Oister - Responsive redesign of Oister's portal – tighter visual direction and a consistent user experience across devices. [Oister — Responsive Webdesign - pitch](https://www.blackbook.dk/en/portfolio/oister/) ### Insulin launch, strategy and pitch — Novo Nordisk - Fully integrated launch concept pitch for faster-acting insulin – eDetailer, landing page, trade show tabloid, newsletter, event mobile page and banners. [Novo Nordisk — Produkt lancering ](https://www.blackbook.dk/en/portfolio/novo-nordisk-faster-aspart/) ### Corporate WordPress Site — Konsulenthuset Gunbak - Designed a corporate WordPress site for Svend Gunbak's consultancy with clients including Mærsk – authoritative expression for CEOs and board chairs. [Konsulenthuset Gunbak — Corporate website](https://www.blackbook.dk/en/portfolio/konsulenthuset-gunbak/) ### Logo for Classic Car House — Willys Bistro - Designed the logo for Willys Bistro & Diner at Classic Car House – American diner tradition with a modern twist across signage, menus and digital surfaces. [Willys Bistro - Classic Car House — Branding & visual identity](https://www.blackbook.dk/en/portfolio/logo-willys-classic-carhouse/) ### Viral marketing for Bibelselskabet — Noah's Ark - Newspaper wrap for Kristligt Dagblad and responsive website for Noah's Ark. A photo in front of Amalienborg went viral and reached 100,000+ on Facebook. [Noas Ark — Photo shoot](https://www.blackbook.dk/en/portfolio/bibelselskabet-noas-ark/) ### Funeral catalogue — Gartner Preisler - Image editing and graphic layout of a 70+ spread funeral catalogue for florist House of Inspiration. [Gartner Preisler — Begravelseskatalog](https://www.blackbook.dk/en/portfolio/gartner-preisler/) ### Product Catalogue Design — DanLamp - Designed the product catalogue for DanLamp – Denmark's only manufacturer of incandescent bulbs. Classic craftsmanship with strong photography. [DanLamp — Corporate website](https://www.blackbook.dk/en/portfolio/danlamp/) ### Graphic design and concepts — Miscellaneous - Graphic design and personal concepts – a pill reminder app, a logo for Dansk Brand- og Sikringsteknisk Institut and a fresh take on Creuna's C. [Miscellaneous — Miscellaneous](https://www.blackbook.dk/en/portfolio/miscellaneous/) ## Related services ### Branding & Visual Identity Studio Copenhagen — Blackbook - From name and logo to colour, type and digital expression. Blackbook creates branding and visual identities that hold together. [Branding & Visual Identity](https://www.blackbook.dk/en/services/branding/) ### Web Design Agency Copenhagen — Blackbook - From information architecture to finished website. Blackbook builds websites that unite brand, user experience and conversion. [Web Design](https://www.blackbook.dk/en/services/webdesign/) ### Video Production Copenhagen — Blackbook - From commercials to UI animation. Blackbook delivers video production and motion design that makes the message stick. [Motion & Video](https://www.blackbook.dk/en/services/video/) ### Campaign Website Design — Blackbook - From microsites to digital brand experiences. Blackbook designs campaign sites that hit immediately and stick. [Campaign Sites](https://www.blackbook.dk/en/services/campaign-sites/) ### Commercial Photography Copenhagen — Blackbook - From product photography to portraits. Blackbook delivers commercial photography that strengthens the brand's visual expression. [Photography](https://www.blackbook.dk/en/services/photography/) ### HTML5 Banners & Display Advertising — Blackbook - We design and produce HTML5 display ads that convert. Rich media, dynamic formats and AI-driven format variation for retail, pharma and eCommerce. [Digital Advertising](https://www.blackbook.dk/en/services/digital-advertising/) ### Outdoor Advertising Copenhagen — Blackbook - From billboards to large format. Blackbook designs outdoor advertising that cuts through the cityscape in a split second. [Out-of-Home](https://www.blackbook.dk/en/services/out-of-home/) ## About Blackbook Blackbook is a Copenhagen digital agency blending creativity and technology across UX, branding, websites and eCommerce. Areas of expertise: - [Apps & Products](https://www.blackbook.dk/en/area/apps-products/index.md) - [Brand & Campaigns](https://www.blackbook.dk/en/area/brand-campaigns/index.md) - [Websites & eCommerce](https://www.blackbook.dk/en/area/websites-ecommerce/index.md) Key figures: - 250+ Digital projects - 150+ Clients - 15+ Fortune 500 - 5+ Top 100 Brands - 25+ Years experience ## Site [Home](https://www.blackbook.dk/en/index.md) [Portfolio](https://www.blackbook.dk/en/portfolio/index.md) [About](https://www.blackbook.dk/en/about/index.md) [Services](https://www.blackbook.dk/en/services/index.md) [Experience](https://www.blackbook.dk/en/experience/index.md) [Recognition](https://www.blackbook.dk/en/awards/index.md) [Contact](https://www.blackbook.dk/en/contact/index.md) [CV](https://www.blackbook.dk/en/cv/index.md) [Journal](https://www.blackbook.dk/en/journal/index.md) Blackbook · Jerichausgade 7 · 1777 Copenhagen · (+45) 31 10 79 13 · [jeppe@blackbook.dk](mailto:jeppe@blackbook.dk)