Brand strategy · Creative direction · Editorial
Studio Cronborg
Studio Cronborg is a brand strategy, creative direction and editorial practice for luxury houses and for brands that intend to become luxury. It was founded by Charlotta Cronborg, and it works from culture, history and the archive towards positioning, image and voice.
Brand strategy and positioning
What a brand is for, who it is for, and what it has to refuse. Platforms, architecture, naming, the founding document.
Creative direction
Campaign concepts, image direction, casting logic, the standard a picture has to meet before it goes out.
Editorial
Commissioning, writing, editing. Magazines, books, reports, the long form a brand publishes under its own name.
Copy and voice
The register, the vocabulary, the sentences themselves. Manifestos, product texts, correspondence.
Cultural intelligence
Reading the market through culture rather than through the quarter. Advisory retainers, briefings, industry reports.
The studio
Bylines in British Vogue, Dazed, i-D and Svenska Dagbladet. Senior Editor at Plaza Publishing Group, with full ownership of fashion content, commissioning, cover shoots, a budget and a team. Before that, London. Ralph Lauren, where the days went between the design archive and the creative concept team. Louis Vuitton, on the Art Department. The Victoria and Albert Museum and Kensington Palace.
Central Saint Martins, BA Fashion History and Theory. Lund University, MA Visual Culture and Communication. Guest lecturer in fashion history and material culture.
More than one hundred essays on fashion and culture have been published under the studio’s name.
The method is fixed. Insight first, then strategy, then concept, then design, then execution. The form is settled last, editorial, digital or physical, and it follows from the argument rather than the other way round.
The studio advises and produces for a small number of discerning clients. Luxury houses, brands that intend to become luxury, cultural institutions, and the reports the industry reads. Curation runs through all of it. Deciding what belongs beside what, and what to leave out, is the same faculty as deciding what to write.
Read it in the magazine →