Imerco:
3 mini cases
Case: Imerco
Goal
The goal was to show how I work in practice—adapting to different formats, briefs, and constraints while maintaining clarity and effectiveness.
What is Imerco?
Think of Imerco as the Danish equivalent of Lakeland. Imerco opened its doors for the first time back in 1928, starting as a series of smaller hardware stores.
Today, Imerco is Denmark’s leading retailer of kitchenware, tableware, gifts, and home décor — with 165 stores nationwide, 1.9 million ImercoPlus members, and a turnover of 1.69 billion DKK excl. VAT (≈ £197 million).
3 mini cases
The cases below show how I work in practice, and how I apply my skills across different formats.
- Christmas Calendar paid ad for SoMe
- Newspaper ad for Ekstra Bladet
- Launch newsletter
1. Christmas Calendar paid ad for SoMe
In 2025, I collaborated with colleagues to develop a digital Christmas calendar using a gamification platform. The goal was to strengthen customer relationships and drive engagement through targeted marketing, including social media ads.
My role
Although digital ads were not typically my responsibility, I took ownership of this part of the project. This allowed me to contribute directly to a project I had been involved in, while also supporting team workload. I was given a deadline and creative freedom to develop the solution.
Process
I began by sketching key frames, initially aiming to create an animated ad. This approach helped structure the concept and streamline production in After Effects.
Evaluation & iteration
During production, I began questioning the effectiveness of the animation. It felt both too slow and too complex for its purpose. After reviewing the first version, my colleagues shared similar concerns. See the original to the right/below.
While I explored an alternative animated version, I reassessed the core objective and concluded that a simpler, static solution would likely communicate more clearly and perform better.
Shortly after, the project manager also requested a static version, confirming this direction.
Result
The final static ad was approved and used for the campaign. This case demonstrates my ability to evaluate creative output critically, adapt direction based on effectiveness, and prioritise communication and performance over initial ideas or preferences.
2. Newspaper ad for Ekstra Bladet
Alongside producing weekly ads for national newspapers, I was also responsible for designing an extra ad for Ekstra Bladet as part of an ongoing campaign.
My role
I was given a selection of products to include in the ad. As the campaign had a colourful visual identity, I was encouraged to explore layout and colour more freely.
Process
I sourced product images from our internal database, reviewing what was available and using that as a starting point for the layout. This meant working creatively within the constraints of existing assets.
Evaluation & iteration
While developing the concept, I came across this image on a colleague’s desk, which sparked the idea for my layout.
Instead of relying on the usual template I had previously used (you can see it under "Result"), I explored a more dynamic composition that would stand out while still being easy to read in a newspaper format.
Result
The ad was approved with only minor price adjustments and no design revisions. I received positive feedback on the layout, particularly for how it balanced creativity and readability.
This case demonstrates my ability to move beyond standard templates and develop layouts that are both visually engaging and effective within real-world constraints.
3. Launch newsletter
I was tasked with creating a launch newsletter for a new slush-ice machine shortly after returning from holiday. The briefing was minimal, with only a general request for a large visual element.
My role
As part of the team producing newsletters for Imerco’s 650k - 700k subscribers, I was asked by the email marketing specialist to design the launch newsletter.
Process
I started by identifying the product’s key features and advantages. Based on prior experience, I anticipated that a more developed concept would be needed beyond a single graphic, and used these insights to shape a clearer communication of the product’s USPs.
Evaluation & iteration
I approached the concept from a user perspective—what would make me consider buying this product?
This led me to develop two GIFs: one highlighting the machine’s different settings, and another demonstrating how to make slush ice step-by-step. These additions made the content more engaging and easier to understand.
The email was approved with minimal feedback and sent out as designed.
Result
While I don't have access to performance data for this specific email, Imerco has continued to increase the use of launch newsletters due to their strong conversion rates.
When the project manager returned, she confirmed that the expanded approach aligned with expectations and praised the initiative shown in going beyond the initial brief.
This case demonstrates my ability to think beyond a limited brief, translate product features into user-focused communication, and create more effective solutions through initiative.
