Femina
Brand positioning campaign
To all the women you are
A strategic platform that shaped both communication and editorial direction
Femina is one of Denmark’s most established women’s magazines—but like many titles in the category, it risked being seen through a narrow, outdated lens. With the campaign “To all the women you are”, we set out to challenge that perception and celebrate the full complexity of modern womanhood.
Through a series of TV and print ads and a unifying brand line, we showcased the many roles women inhabit—professional, personal, powerful, vulnerable—and reflected the broad, relevant content Femina delivers each week. While the campaign resonated with readers, its most meaningful impact was internal: the line became a guiding editorial principle, helping to shape Femina's tone, storytelling, and sense of purpose going forward.
In the end, this wasn’t just a campaign. It was a catalyst for brand transformation—from the inside out.
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Femina is a leading Danish women’s magazine with a long-standing legacy and a modern outlook. Covering everything from culture and lifestyle to fashion, relationships, and current affairs, it speaks to women in all their complexity. More than a magazine, Femina is a space where real stories, strong opinions, and diverse perspectives come together—championing not just one kind of woman, but every woman you are.
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