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Hårklinikken
What to ExpectInitially brought on board to shape Hårklinikken’s tone of voice and develop their editorial content strategy, I transitioned into leading editorial and copy — working closely with brand and growth teams. This encompassed everything from conceptualizing, writing and editing articles to crafting social media captions, refreshing web copy, spearheading email marketing campaigns, providing strategic input on campaign and product launches, and more.
EDITORIAL
Leading the relaunch of the brand's Journal meant conceptualizing and crafting SEO-optimized content designed to drive search traffic while supporting multiple strategic objectives.
This dynamic corner of the site covered the essentials: generating leads, establishing authority, educating customers, and driving conversions—with each article serving as foundational content that was leveraged throughout their marketing channels.
Core pillars were Education & Information, Problem Solving & Guidance, and Seasonal & Trend to address the complete customer journey. We established several series as well as publishing expert interviews, seasonal care tips, and more.
These articles were leveraged for email and social media with promising results: within six months, our CTR on education emails increased by 49% and CVR saw a 93% improvement.
COPY
After developing the new verbal identity framework, implementation across all brand touchpoints was the next step.
I collaborated with the in-house copywriting team to execute an overhaul of existing brand materials including web copy, email flows, PDPs, product presenters and packaging, in-clinic display and merchandising materials, and B2B company communications.
Simultaneously, we established the refined tone of voice standards for email marketing, social media channels, subscription program messaging, scripts, event invitations, and more.
While offering upscale treatments and personalized products, Danish hair and scalp health brand Hårklinikken’s overarching voice was inconsistent and failed to reflect their premium positioning.
Their VP of Brand brought me (and a head of visual content) on board for a 360° rebrand.
My role was to build a new verbal identity, a content strategy, and style guide.
Verbal Identity
The first part of this project focused on developing a verbal identity to elevate brand perception and align with Hårklinikken's premium positioning. The founder specifically wanted a Danish, "no-bullshit" approach that still conveyed hope and possibility.
Examples from the TOV Playbook (limited by NDA)
WHO WE ARE
We’re the pragmatic friend who knows what they’re talking about. We will tell you the truth with kindness, but without sugar-coating. We’re educated experts, yet inclusive. We are cultured, knowledgeable, determined and discerning, yet still approachable. We are consistent and meticulous – from overarching messaging to spelling and punctuation.
WHO WE’RE TALKING TO
Our readers contain multitudes. Their knowledge of Hårklinikken and hair/scalp health ranges from well-informed to perplexed and dubious, but they are all curious and looking for answers. They want evidence-based information, expert perspectives and practical advice. They care deeply about their appearances, but aren’t looking for quick fixes, miracles or gimmicky trends. They want solutions and are willing to commit if we can provide proof of results.
HOW WE TALK
We are consistent but not formulaic
We are optimistic but not out of touch
We are thoughtful but don’t fall down the rabbit hole
We are scientific but not clinical
We are experts but not snobs
We are sophisticated but not stuffy
We are personable but not presumptuous
We are warm but not patronising
Editorial Strategy
Hårklinikken’s “blog” lacked cohesion—with inconsistent and commiserative language, thin topics, and content that leaned heavily on SEO without any real value. I built an editorial/content strategy to elevate brand presence and engage their target audience more effectively.
Drawing on my media background, I applied an editorial lens to define clear topic selection criteria, writing guidelines, and content formats. This approach was designed to establish the platform as a trusted go-to resource for credible, engaging content spanning scalp and hair health, hair loss solutions, product education, and trend-driven stories.
This comprehensive strategy encompassed content planning, architecture, and governance. The result was a framework that moved the publication beyond SEO-driven, sales-heavy content.
Examples from the Editorial Strategy (limited by NDA):
THE BASICS
Hårklinikken provides solutions to a concern that’s personal and emotional. Our approach to scalp and hair health is powered by research, science and experience. Content in the Journal will reflect all of the above by combining facts and feelings to craft accessible, reader-first stories that improve engagement.
WHAT WE’RE HERE FOR
Our purpose is to educate and normalise hair loss while conveying confidence and optimism. We help close the knowledge and confidence gaps by making both the connection between scalp health and hair loss, and the hair gain industry, clearer and easier to understand. By breaking down the science, we give people the tools to make informed decisions about their hair.
Style Guide
The third prong of the project was to create a detailed style book as an internal reference tool for Hårklinikken's staff—also guiding relevant employees on its application and purpose. This comprehensive language framework comprises grammatical foundations, terminology guidelines, and inclusive language protocols needed to maintain the brand's TOV across all touchpoints.
Examples from the Editorial Strategy (limited by NDA):
HOW TO USE THIS STYLE GUIDE
This is a living document made for all teams to refer to and it will be regularly updated to reflect brand growth, cultural literacy and values.
If you can’t find something, try using Command + F to search for the topic you’re looking for.
Please don’t edit the guide directly.
Can’t find something? Reach out to Katie if you believe it should be included.
❋ Intentional StructureWe blend guided moments, open exploration, and space to reflect—so the experience feels both focused and fluid.
❋ Collaborative EnergyConnection is a core part of the process. You’ll learn just as much from the group as from the content itself.
❋ Expert FacilitationLed by experienced guides who know how to hold space, encourage participation, and keep things moving with purpose.
❋ A Supportive SpaceOur events prioritize comfort, safety, and respect—so you can show up as you are and fully engage in the process.
For a brand that has existed for 30+ years, their first-ever celebrity partnership with Helena Christensen was a milestone in the brand’s marketing strategy.
The campaign spanned all key consumer touchpoints — including web, social, email, and events — and was guided by a shared commitment to a pared-back, “no bullshit” tone that reflects both the brand’s and Helena’s Danish sensibility.
Everything we wrote — from website copy to emails, social media captions, scripts, and press releases — reflected that.
Day ThreeLook Forward & Wrap Up
We explore the possibilities beyond this moment, making space for growth, action, and forward momentum. As we end our time together, we honor the experience, the growth, and the connections made along the way.
Check-In9:00 – 9:30am
Group Activity11:00am
Lunch Break12:30pm
Creative Workshop2:00pm
Dinner6:30pm