Denmark is without a doubt the home of Scandinavian design. Yet, over the years, the name of this popular art movement has been used to describe anything from state-of-the-art designer furniture to modernist home decorations. Despite the recent hunger for all things Scandi, the heart of this design movement is still enrooted in the concept of craftsmanship. With an unyielding appreciation for handcrafted excellence, it was almost predestined that our paths would align with Nick Brandt, founder of RAMSIGN, and his exquisite array of enamel house signs—a union that feels as if fate itself orchestrated it.
Back in 1991, when the Danish capital was abuzz with the promise of a new decade, Copenhagen’s streets hummed with an electric blend of cultural renaissance and avant-garde creativity. At the time, Nick Brandt was an avid collector of vintage enamel signs. Yet, his lightbulb moment occurred when he realised that there was a demand for enamel house number signs. So, he set about resurrecting the dying art of enamel signage.
People wanted something classic, of heirloom quality and that was supremely durable in order to survive the harsh Danish winters. In 1993, he launched his first collection of enamel house numbers, known to this day as the Metropolitan Collection. Over the years, more collections were launched and what was once a hobby became a fully-fledged international business.
“My mission is to bring character, beauty and spirit into our everyday lives through good quality design. Enamel signs are the perfect medium for this.”Nick Brandt
When we met Nick in 2019, he managed 10 individual e-commerce stores for RAMSIGN. Each of these stores was thoughtfully tailored to different languages and markets, offering customers an immersive, locally attuned shopping experience.
However, while the sites functioned without major issues, it was clear that they needed a contemporary visual overhaul to bring them up to date. Of notable concern was the absence of a cohesive content strategy, an essential component that helps unify the user experience and brand identity across these diverse platforms. Additionally, the SEO performance of the sites was underperforming, warranting attention to enhance their online visibility and reach.
Beyond the surface-level improvements, a more comprehensive overhaul was deemed necessary. The architecture of these sites required reevaluation to optimise operational efficiency. By strategically rethinking the site infrastructure, our goal was to not just improve performance but also to effectively reduce ongoing operational costs- a prudent step in enhancing long-term sustainability.
The result… a brand-new RAMSIGN
Our goal for this project was to create a visual identity for RAMSIGN that reflects the Danish ethos of simplicity, often referred to as “hygge”. We wanted to create an inviting online space that evokes a feeling of calm for the user while displaying the beauty of RAMSIGN’s enamel signs.
The result is a single master store, published in US English, that has a multi-lingual function allowing the content to be enjoyed across the brand’s key markets. The design reflects Nick’s attention to detail and keen eye for aesthetics while the RAMSIGN story is brought to life by strategic storytelling.
Collaborating closely with Nick, we embarked on a transformative journey to redefine the RAMSIGN digital landscape, crafting an interactive interface that intricately showcases the essence of craftsmanship.
Our initial step encompassed the establishment of a renewed brand identity, deeply rooted in the company’s rich heritage. Guided by the newly curated color palette, we meticulously formulated a design blueprint that seamlessly harmonized with the Shopify platform.
Subsequently, leveraging an existing theme as our foundation, we engaged in a collaborative partnership with a proficient web developer. Through detailed custom coding, we skillfully tailored the theme to align with our design aspirations, ensuring a harmonious fusion of aesthetics and functionality.
Previously, the copywriting strategy lacked a strategic foundation, resulting in fragmented messaging that failed to effectively convey the true essence of the brand. However, with a purposeful shift towards brand storytelling, we were able to fully convey the true essence of RAMSIGN.
From meticulously composed product descriptions that breathe life into every offering, to captivating and SEO-optimized blog content, our unwavering focus was on establishing a connection that transcends mere information. We revamped the entire RAMSIGN website with a fresh brand voice that conveys the value of their handcrafted enamel signs while also inspiring customers to create their own. The result is a strong brand message that feels as timeless as Danish design. While we focussed on the English content, a team of international copywriters worked to make sure that the multi-lingual copy was perfectly written and optimized with strong keywords.
The new website created an opportunity to elaborate on RAMSIGN’s visual storytelling. To do this, we partnered with two accomplished photographers, Pixels in Love and Yeray Cruz.
Firstly, we worked with Ema from Pixels in Love who created a gallery of stylized product images that highlight the craftsmanship and nuanced details that define each sign. These images help reinforce the visual narrative of the brand while inviting users to create their own enamel sign.
Next, we worked alongside Yeray Cruz to capture the essence of Nick, the visionary driving RAMSIGN’s journey. These brand photographs serve to create a human bond with customers and forge a relatable narrative that resonates on a deeply personal level.
PROJECT INFO- AT A GLANCEramsign.com
Design & Copywriting: Grace Molan
Photography: Pixels in Love, Yeray Cruz in collaboration with Grace Molan Studios
Web Development: Kaleido
Project Management: RAMSIGN team
Like what you see?
Impressed by what you see? If you are thinking that it is time to give your brand some T.L.C., don’t hesitate to contact us. We are happy to share ideas on branding, photography and content. Simply get in touch and we can hop on a call- no strings attached!