10 years of SNT

10-year anniversary campaign for Shaping New Tomorrow.

Art direction, visual identity

The challenge

To mark Shaping New Tomorrow’s 10-year anniversary, they needed a campaign that did more than celebrate a milestone — it had to reflect the spirit of the brand, inspire the audience, and feel meaningful across all channels.

Visually, the challenge was clear:

  • How do you create something that feels fresh and expressive, without losing the polished minimalism SNT is known for?

  • How do you build a campaign identity that is instantly recognizable, yet adaptable across platforms, stores, and physical merchandise?

  • And how do you connect it emotionally to the journey the brand has been on the last decade?

The solution

Enter: The Scribble.

We all know it. That minor thought that’s stuck in your head. That minor thought that eventually turns into a bigger thought. That bigger thought you just have to scribble down on paper or whatever is within reach. A scribble that potentially can turn into a million dollar business. A scribble that potentially can challenge the way we think of clothing today.

The visual identity is a tribute to that scribble. The scribble that started it all. The scribble that challenged the status quo – and keeps doing so – to make sure we never stand still.

I led the creative development of a visual identity system that took this raw idea and shaped it into a full campaign language. Here are the key elements of the solution:

Hand-drawn stroke library
Dozens of scribbles and marks developed into vector and animated assets.

Design system
A modular set of layout styles, scribble overlays, and typographic treatments designed to scale from digital to in-store.

The return of the turtle
As a nod to the roots as Short Neck Turtle (long before Shaping New Tomorrow), the very first logo was reborn for the anniversary.

Asset suite:

  • Custom t-shirts with expressive scribble graphics
  • Branded balloons and stickers for store events
  • In-store signage to highlight the deals of the campaign
  • Scribble-infused content for social media, email newsletters, and website

The result

Here are the key highlights from a full week of activation across all 13 stores, strong presence on social media, email, performance marketing, and website.

1303 new customers
Significantly more than in any comparable period or campaign.

Massive online traffic boost
274,000 sessions across the website.

5,698 new loyalty club members
A +35% growth of the database.

Online sales hit ~12 MDKK (incl. VAT)
Outperforming the same period last year as well as several other campaigns.

Retail generated 5.49 MDKK (incl. VAT)
+27% compared to the week prior and the strongest performance for the year so far.

The Scribble campaign brought our 10-year story to life — not as a retrospective, but as a celebration of creativity, momentum, and what’s still to come.