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GenAI
Project Type /
GenAI, Ideation, Midjourney
I use generative AI to spark ideas, test wild concepts, push creative boundaries and refine creative directions. It is a fast and fun way to explore collections, interiors, character design and brand visuals before bringing them to life.
A love letter to their values
When the time came for their first-ever ESG report, it was never going to be just a compliance exercise. It had to be a love letter to their values. An open invitation for guests, partners, and the industry to join them in a shared journey towards more conscious hospitality, and a clear baseline for how they will track, improve, and communicate their impact in the years ahead.
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I worked closely with a small team from Guldsmeden Hotels - Kirsten Aggersborg, Sustainability and Communication Manager, and Astrid Kolle Østergaard, Sustainability & Marketing Strategist - to turn an ocean of raw data into a story that feels just like Guldsmeden itself: warm, unpretentious, and disarmingly honest. Along the way, we teamed up with illustrator Teis Caspersen, whose instantly recognisable Guldsmeden illustrations added a playful, familiar touch that anchored the report visually in the brand’s world.
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Together, we made sure the report flowed like a good conversation, starting with their vision, moving through their Planet, People, and Principles, and weaving in those sparkling little details that make their sustainability efforts so alive.
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Our aim was to create an ESG report that felt more like a diary than a dossier. Every number was chosen for a reason, validated, and framed so it didn’t just inform, but connect - from the 1.3 million liters of water saved with Orbital showers to the 30% drop in food waste. Each statistic was anchored in real-life stories, people, and moments, so that facts and feelings could sit side by side.
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The result is a report that documents achievements while sharing the journey behind them. Proof that numbers can have heart and sustainability can be told with both humility and pride.​
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You can read the full report here
Expertise
Aska Studio contributed to:
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Strategic ESG communication advisory and brand-aligned storytelling
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Content architecture for report structure and narrative flow
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Narrative and t-o-v development, true to Guldsmeden’s personality
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Data-driven storytelling: selection, validation and framing of key metrics
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Design, art direction and content hierarchy
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Integration of sustainability facts with brand story for a cohesive whole
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Collaboration with illustrator Teis Caspersen to incorporate Guldsmeden’s signature artwork
