Lena Friberg

Head of Branding and Design


Lena is a Creative Brand Strategist. She is passionate about ensuring that the brand strategy supports the business strategy, to form a brand that makes sure words, visuals, sound and movement become a distinct language in an applicable system across business areas and countries. She studied at the Royal Danish Academy of Fine Arts, Institute for Visual Communication Design, and at DMJX, Danish School of Media and Journalism. With her 23 years of experience, she helps companies utilize and release their full branding potential. She has also won a couple design prizes. Today she works at Coloplast, ensuring her company is ultimately making a difference for their end-users. She is part of a steep digital journey for Coloplast, where you can say that the physical product is king and where the design team has to work even harder to bring the digital world to life Before Coloplast, she was responsible for other brands creating digital design systems, implementing the brand into systems as such as marketing cloud (Sales Force), as well as in CMS systems and apps.

Designing for emotional resonance

How can we design for all cultures within a single brand strategy? As we navigate a reality in which “hardcore” business meets the creative world, how can we help a global company stand united as one voice across all touchpoints, from a website to a simple customer message?
Connecting emotionally with the target audience is absolutely central in building strong brands today. How do we design a platform that can support all levels of communicators and non-designers to drive emotional relevance intelligently?

In Coloplast, apart from the dynamics between a ‘physical product’ core in a digital focused world, there is also a need to connect with the users and consumers on a more emotional level. There’s also a need to become relevant by touching upon vulnerable private topics and taboos surrounding the users. They live both ordinary and extraordinary lives with very intimate and often stigmatized issues. How can we incorporate images of gut-wrenching wounds or create intimate body part icons that fit into a serious brand platform? How can we focus on the good aspects of life without becoming fake whilst honoring the touching stories of our users which at times almost seems unbearable to most?


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