KLARNA

Brand Strategy

Klarna faced the challenge of positioning itself in an increasingly competitive market where German audiences were struggling to understand its unique value. This was partly due to Klarna's global positioning around "smooth shopping," which did not align with German values regarding money, shopping, and debt. With a complex relationship to money, Germany's consumers sought greater control and clarity in their financial decisions. We seized this opportunity to reposition Klarna as the empowering payment service that makes financial decisions both accessible and engaging, transforming senseless shopping into smarter spending.

Our brand strategy focused on three key platforms tailored to address the specific needs of German audiences. This approach culminated in a regional brand book that articulated our strategy and creative direction, ensuring consistent and impactful communication across the German market.