Concept Development & Communication

Mikkel Heideby
Partner & CCO
mhe@sunrise.dk

Is your brand telling a story that truly resonates with your audience?

From brand strategy to
communication that sticks

We build strong brand strategies – but strategy alone doesn’t move people. To bring your brand to life, you need a powerful communication platform that activates your position in a way that’s relevant, emotional and memorable.  

We craft creative concepts and communication platforms that turn strategic intent into engaging stories and bold ideas. Whether you’re speaking to businesses or consumers, we help make it clear why your product or service matters, and why your audience should care.  

Working across channels, our concepts fuel campaigns over time and strengthen the emotional connection to your brand. With a blend of strategic insight and creative impact, we develop ideas that break through the noise and inspire action.

We help businesses craft concepts and communication that drive engagement

01

Uncover relevant insights

→

02

Create a compelling concept

→

03

Co-create the final concept and activate it

How can Sunrise help

When developing a brand’s communication, it’s helpful to distinguish between communication platforms, product concepts and campaign concepts. Each plays a different role in shaping how a brand speaks and connects with its audience – from long-term positioning to short-term activation.

Communication platforms

A communication platform is a strategic foundation that defines how a brand consistently speaks across channels. It captures the core message, tone of voice and key themes that guide all marketing and communication efforts.

Case: Poul Schmith

Insight:

When transitioning from “Kammeradvokaten” to “Poul Schmith,” the objective was to build awareness and establish a strong new market position. The foundation of the communication concept was hidden in plain sight: the firm’s name itself. The concept was built on just two letters, but it opened up endless possibilities.

Concept:

PS

Case: nemlig.com

Insight:

A recent study showed that buying groceries online can save consumers up to three hours every week. It was clear to nemlig.com that this was the ideal focus area for its new communication concept, as nemlig.com gives Danes extra time to devote to more important parts of their lives.

Concept:

Mere tid til livet

Product concepts

A product concept is a clear and compelling idea that defines the value and purpose of a new product. It outlines who it’s for, what problem it solves and why it matters – serving as a creative and strategic springboard for development and design.

Case: DEKO

Insight:

A key insight was that architects constantly balance aesthetic experience with functional considerations when designing buildings. DEKO is seen as a partner that masters the functional aspects – freeing up time and headspace for architects to focus on their aesthetic vision.

Concept:

We made it X. You make it Y.
We made it fireproof. You make it glow.
We make it slim. You make it grand.
We made it affordable. You make it classy.

Case: Flügger

Insight:

When you use Flügger on your house, you don’t need to worry. Feel safe, feel protected and feel comfortable because of what’s on the outside. With this feeling about the outside, the question becomes: what’s going on inside?

Concept:

Whatever is inside, Flügger is outside.

Campaign concepts

A campaign concept is a creative idea or core theme that unifies all messaging and content of a marketing campaign. It works as a guiding narrative to ensure a clear, consistent and engaging story for the audience across all channels and touchpoints.

Case: Born

Insight:

There are many preconceptions surrounding sperm donation. We conducted an analysis showing that the target audience responded more positively to emotional narratives than to humorous ones. This insight helped shift the communication approach from making light of the topic to addressing it in a more natural, sincere and relatable way.

Concept:

Lad os tale om det

Case: P+

Insight:

An increasing number of academics are affected by stress and mental health issues. As the pension fund for academics, it’s a natural duty of P+ to support those who are struggling. However, it’s just as important to be there for those who aren’t struggling – yet. Why? Because mental health is like any other health issue: prevention is better than a cure.

Concept:

Få hjælp, før du får brug for den