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Challenge
An international communication channel fostering relations between stakeholders and Danish solutions, products and competencies across the creative industries
Creative Denmark approached us to help them launch an international communication channel for the Danish creative industry. The task was to figure out how to best use a combination of internal and external content to market all different creative industries, expertise surrounding certain topics, and help facilitate connections.
Approach
An International Communication Channel
Primarily Creative Denmark aims to reach the international B2B audience, consisting of commercial and political decision makers.
Solution
Everything is Connected
We created a framework that is fully flexible, future proof, and allows Creative Denmark to make best use of dynamic content. The overall structure is based on industries and topics, that have their own areas but are connected through a tagging and filtering system.
Industries & Topics
The overall structure is based on vertical industry tracks and topics that live across the industries. The B2B audience has two ways of exploring the Danish creative industry based on their need - either through specific industries, or topics of interest.
Industries
Industry pages allow the user to explore industry specific content in an engaging and dynamic setting. It provides tools that help the user investigate how that specific industry relates to certain topics and the capabilities within. It helps the international B2B and political audience identify relevant competences and opportunities.
Topics
Topic pages allow the user to explore topic specific content with focus on pushing thought leadership across the creative industries. It positions the Danish creative industries, talks to common goals, values and aspirations, and helps position them as having a unique point of view in a global context.
Dynamic Content
As an official communication channel for the Danish creative industies, Creative Denmark has to accomodate a lot of different types of internal and external content. We had to make sure that it not only could be surfaced where most relevant, but that it would also be easy for the international stakeholders to locate based on their specific needs.
Tagging System
The Danish creative industry is ever-evolving, highly collaborative, and driven by a common value system. That is something Creative Denmark really wanted to capture and showcase to the B2B audience. Therefore each content peace can be tagged with multiple industry and topic tags.
Content Filters
Dynamic content areas are surfaced in their respective areas and provide a full overview of relevant content. The content can be narrowed down even more using the pill and content type filters.
External Content
Besides case studies, most of the content that Creative Denmark is privy to is external: news, events, videos, podcasts, etc. By working closely with Creative Denmark we found a way for it to live on the site, but also link to social media and other relevant channels.
Focus
One of the challenges Creative Denmark has is limited resources. They needed a way to keep the B2B audience coming back, but with minimal effort from their side. That is where the idea of a lightweight quarterly publication came to be.
Focus Page
The Focus page highlights, frames and serves tailored content collections around more timely and popular topics that otherwise might not fit the evergreen topics.
Taking Action
The site encourages new meetings and gives Danish creative companies the opportunity to form new business connections all over the world.
Events
Providing users with an overview of relevant events.
Visit
Urging the B2B audience to get in touch with Creative Denmark or let them organise a visit based on specific needs.