Wilgart -
Brand & Marketing Consulting
Over a three-month period, I worked as a Barnd and Marketing consultant for Wilgart, a Copenhagen-based hatmaker, to elevate their brand identity, enhance the customer experience, and expand their product offerings.
My role involved providing strategic brand consulting and creative design services to align Wilgart's image with a premium, handcrafted aesthetic, further positioning the brand as a leader in niche, artisanal hatmaking.
FREELANCE CLIENT WORK
Brand Consulting Consisted Of
1 / Target Group Identification
Through in-depth research and customer profiling, I identified key customer segments, such as “gift-givers,” who value the process of selecting unique, high-quality, handcrafted products. These individuals consider the act of gifting as an essential part of their experience. This insight shaped the brand’s approach to curating a premium, memorable shopping journey that emphasized Wilgart's craftsmanship and exclusivity.
2 / Partnerships & Collaborations Strategy
Field research at premium stores like Randers Handsker and Herrernes Magasin provided valuable insights into their branding strategies, customer touchpoints, and use of vintage aesthetics. By analyzing their high-quality tactile marketing materials and immersive environments, I guided the development of Wilgart’s customer experience to reflect an elevated, yet welcoming, premium atmosphere. This insight fostered strategic collaborations and partnerships with like-minded brands, enhancing the brand’s reach and identity.
3 / Brand Direction & Identity Strengthening
An analysis of Wilgart’s brand positioning led to the development of a strategy focused on reinforcing its identity through the storytelling of craftsmanship and heritage. This approach was complemented by integrating premium design elements, such as high-quality print materials, refined product displays, and an immersive shopping environment. The result was a more cohesive, authentic brand identity, fostering a deeper emotional connection with the target audience and strengthening Wilgart’s positioning within the market.
Wilgart Brand Direction
Wilgart’s brand art direction emphasised its handcrafted, nostalgic aesthetic.
Collaborating with Danish photographer Lasse Bruhn, photoshoots were set in Copenhagen to showcase the hats in an authentic, aspirational way. New design elements like a typewriter-style typeface and gritty paper enhanced the handmade craftsmanship feel. Historical imagery and behind-the-scenes stories from Danish archives enriched the brand’s narrative, while partnerships with like-minded vintage brands further solidified its premium, timeless identity.
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Wilgart Materials Booklet
The materials booklet for Wilgart was designed to enhance the brand’s premium, handcrafted image by incorporating high-quality, tactile elements.
Textured paper and a typewriter-style typeface were used to evoke a sense of craftsmanship and nostalgia, aligning with the brand’s heritage. The booklet served not just as a product showcase but as a storytelling tool, highlighting the artistry behind each hat and the company’s history, thus deepening the emotional connection with customers and reinforcing Wilgart’s luxury status.
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Coffee Table Book
"The Hatmaker’s Love Story"
I led the creative direction and design for a collector’s book celebrating hats, history, and the love of craft.
The visual identity combines beige and muted tones with dusty pops, using serif and typewriter typography for a vintage, handcrafted feel.
The book integrates Augmented Reality with 16+ embedded videos, allowing readers to meet the people and stories behind Wilgart’s world.
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Reference from Silas, Founder of Wilgart
“Working with Julia was an absolute pleasure. From the very beginning she understood the heart of our brand and what makes Wilgart special, craftsmanship, tradition, and the people behind each hat.
Julia led the strategic refresh of our communication, introducing a new lifestyle and gift-oriented target group and creating a clearer, more inspiring way to tell our story online and in-store. She designed a beautiful material sample booklet that our customers love to touch and keep, and she brought The Hatmaker’s Love Story coffee table book to life with stunning creative direction and attention to detail.
Her ability to combine design talent with brand strategy and storytelling has given Wilgart a much stronger identity and a set of tools we will use for years to come. I can wholeheartedly recommend Julia to any brand looking for someone who can see the bigger picture and still perfect every detail.”
— Silas, Founder & Hatmaker, Wilgart