From internal battlefield to streamlined solar system

This is the story behind the corporate website of Dansk Standard.

Unlike most companies and organizations, the work of Dansk Standard can’t be boxed in a single industry. As a matter of fact, the work of Dansk Standard is per definition spread widely across almost every industry.


This notion had resulted in a corporate website that reflected the organizational structure rather than the corporate brand story, resulting in a lack of hierarchy. With the front page being the main platform for news of all sorts and sizes across departments, sectors and divisions, it was impossible to give all stories the place and space it deserved.

Without a framework to prioritize content, the team was left with a tangle of content that made the site hard to navigate.

Whereas much of the existing content was made as firefighting to answer acute questions and clarify complexities, the aim for the new website was to sift the content and create a customized FAQ site to control the ever-growing amount of content.

Since 1926, Dansk Standard has been empowering the Danish business community to create higher growth and quality in business and in society. Dansk Standard provides a framework in which business and industry can meet to create a solid foundation for a future in growth and works to push for Danish influence in a global market.

Client: Dansk Standard
Industry: Standardisation
Year: 2019-2020

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Mette Eskesen, 
Head of Marketing & Communications at Dansk Standard

Not only has our new website structure resulted in easier navigation – but it has also enabled us to publish the right content to the right audience.

This would leave space to get into the core story of Dansk Standard and create a system that enabled Dansk Standard to communicate the right stories to the right people. This system, inspired by a solar system, gave the industry-specific departments of Dansk Standard their own space to communicate with their individual users while simplifying the navigation of the corporate website in the process.

A Complementing Visual Identity

As part of the redesign of Dansk Standards corporate website, a refreshed visual identity was a must. In order to break down the barriers of text-heavy content, we created a more approachable and interesting version of Dansk Standard’s brand. The web experience was further supported by soft transitions to create an immersive feeling into the Dansk Standard universe.