TV 2 DANMARK A/SVisuel kommunikatør - Establishing Key Art Design at TV 2: Transforming Visual Identity and Strategy
Feb. 2020 - Jan. 2025København, Capital Region, DenmarkAt TV 2, I led the creation of a Key Art Design discipline to elevate how we connect with audiences through visual storytelling. I shifted our approach from standard PR images to purpose-driven, genre-specific visuals that served as strategic sales tools. This new direction helped our visuals communicate story, tone, and unique selling points at a glance, enhancing viewer engagement. Aligning cross-functional teams—including marketing, DTC, B2B, and sales—I introduced structured workflows and governance, making sure each team could contribute to a unified brand vision. Establishing a talented design team, we leveraged Monday.com to streamline processes, optimize task management, and enhance our capacity to meet the dynamic needs of the network. To maintain quality and consistency, I developed industry-standard guidelines for external partners, set contractual expectations, and held educational workshops for internal teams. This collaborative framework helped bridge departmental silos, creating a cohesive and agile environment where creative efforts could thrive. Integrating Key Art Design into a 360-degree marketing funnel, we maximized each visual’s impact across all campaign touchpoints, turning key art into an essential driver of audience engagement. My experience at TV 2 has reinforced that effective design is more than aesthetics—it’s about building narratives that resonate. This journey highlighted the power of strategy, collaboration, and a strong visual identity to create meaningful connections with audiences.