Client: Clas Ohlson
Role: Creative / Art Director
Scope: Brand platform, strategy, communication & retail activation


Clas Ohlson is a well-loved brand, yet often not top of mind when people are about to buy something for their home. The ambition was to strengthen mental availability and clarify Clas Ohlson’s role — making the brand the natural destination whenever people think: “We should fix that.”

The challenge

In a crowded retail landscape, home fixing easily becomes product-driven and fragmented.

The challenge was to create a clear, human and distinctive brand idea that could work long-term — while still supporting high-volume, fast-moving tactical communication across channels.

The idea

We clarified Clas Ohlson’s role by focusing on one thing: simplifying home fixing.

This became the foundation for the concept “Let’s Fix It” — positioning Clas Ohlson as a helpful, human and accessible partner in everyday home projects.

The idea builds on the belief that everyone can be a home fixer with the right tools and guidance.

Communication was designed to create mental availability, showing relatable situations and solutions — and making Clas Ohlson the brand people think of when something at home needs fixing.

Execution

The concept was rolled out across brand communication, digital, social media and retail touchpoints. A key part of the work was creating smart, engaging and channel-adapted content — especially for social platforms — supporting both inspiration and action.

Alongside brand-building communication, a large volume of Think & Do assets was developed to support tactical sales, ensuring the platform worked seamlessly across the entire funnel.

Local concept – Finland

For the Finnish market, we clarified Clas Ohlson’s role by positioning the brand in contrast to large generalists:

“We don’t build the house — we make it work.”

The concept strengthened differentiation and relevance, resulting in the strongest sender identification ever for Clas Ohlson in Finland (59%).

My role

As Creative, I worked across brand platform development, communication strategy, concept creation and visual direction — with a strong focus on building a flexible system that could be owned and activated over time.