KLARNA

Brand Strategy

In Germany, Klarna’s global promise of “smooth shopping” didn’t translate, clashing with a culture that expects clarity before convenience.

We built the strategy around that tension. Rather than encouraging more shopping, we repositioned Klarna as a tool that gives people control, transparency, and confidence when it comes to paying.

The work focused on a strategic platforms tailored to distinct German needs and behaviours. It culminated in a regional brand book that aligned strategy and creative direction, ensuring Klarna showed up across Germany with consistency, relevance, and purpose.