[SNIPPET] How FRAMA Built a Brand You Can Feel | Niels Strøyer Christophersen (FRAMA)

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How do you make a design brand feel physical through a screen? Niels Strøyer Christophersen explains how FRAMA has built consistency through an in-house creative team, honest imagery and a refusal to overproduce its visual world. He also discusses the limits of traditional trade fairs, the cost of chasing poorly qualified contacts, and why the brand has chosen more selective ways to meet people. From content production to opening the doors during Copenhagen's design week, this conversation explores how a company can protect its identity while giving customers a real experience of its universe.

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