New brand DNA and narrative for OFIR

How OFIR activated their brand with a relevant Brand DNA

THE TASK

OFIR is one of Denmark’s best-known job portals, but in a highly competitive category, awareness alone was not enough. Like many of its competitors, the brand lacked a clear and distinctive position.

The ambition was to uncover what truly makes OFIR unique — its heritage, values and role in the Danish job market — and translate this into a strong Brand DNA and core narrative that could guide the brand both internally and externally.

THE SOLUTION

OFIR already had a strong sense of where the brand should go. Rather than starting from scratch, we worked closely with the team to sharpen and strengthen the existing strategic direction, turning their ideas into a clear and distinctive Brand DNA.

From this foundation, we developed OFIR’s core narrative — bringing the strategy to life in a simple, compelling story that could be understood and used across the organisation.

The core narrative subsequently became the foundation for an OFIR brand film, helping embed the Brand DNA internally while communicating OFIR’s positioning, values and ambitions to B2B partners and the wider market.