Volvo / Redwood
During a three-year stint at Redwood I worked as a content creator on the Volvo account. We produced a huge range of material for new car launches, from video scripts to brochures to stand-alone magazines.
The work
XC40 Magazine
The brief
Volvo wanted a print-first magazine to help launch the new XC40. As its first compact SUV, the XC40 was aimed at younger market than previous models. We needed to create a product that appealed to a 30-45 year-old audience, but remained distinctly Volvo and Swedish. We chose Sweden’s creativity as a theme and I wrote two of the lead features.
Gastrologik
Two-Michelin starred Gastrologik in Stockholm took local sourcing to a new level. You might encounter baby rooks, preserved wheat and fermented whey, but never anything that can't be sourced from Scandinavia. Or a menu. I interviewed owners Jacob Holmström and Anton Bjuhr about their unique take on cooking, and discovered what you do when you can't use lemons.
Note Design
Design agency Note will turn their hand to anything, from a collection of rugs to a pop-up restaurant – they define multi-disciplinary. They talked to me about the current state and future of Swedish design, and why Swedes would rather sit on the floor than buy chairs they didn't like.
Car launch brochures
Launching the Volvo XC60
Ahead of its launch, Volvo wanted to highlight the new XC60’s stand-out features, so we created a series of stories to explain their relevance and importance to potential buyers. I interviewed key personnel involved in the car’s development, wrote the copy and worked with our design team to build a narrative with words and images.
The job
Working with agency SCP Grey in Gothenburg, who designed the pages, I wrote the copy for a series of new model brochures. The work entailed writing body copy, headlines, captions, quotes and vehicle specifications. I also handled several rounds of amends with both SCP Grey and Volvo, client liaison and design changes.
New model content
