Trademax holds a prominent position within HFN, being the largest company with over 15 stores across Sweden, Norway, and Denmark, along with a significant online presence. Renowned for providing consumers with home furnishing products offering excellent value for money, Trademax is a popular choice in the market.

Black Friday is a crucial season for the company, as this period generates substantial revenue. I was responsible for Concept and Art Direction. This encompasses everything from the initial concept and design aesthetics to Art-Directing studio photography, with overarching responsibility for all materials developed by the creative team.

Trademax caters to a broad audience primarily seeking products within an affordable price range. The brand prioritizes value for money over trends. Accordingly, the Art-Direction emphasizes simplicity in photography and showcases timeless products. The design approach adopts a rational appeal with a simple and direct tonality, strategically highlighting product and price.