From soft wool to hard impact.

Oleana isn’t just knitwear. It’s one of the last standing wool factories in Norway. But heritage alone doesn’t win over a new generation.

The challenge was to communicate what truly makes Oleana unique: high-end garments that last, crafted against the current of fast fashion, produced entirely in-house, and powered by women pioneering the Norwegian wool industry.

We called it Soft Power. A brand platform that turned Oleana’s heritage of craftsmanship and sustainability into something bold, relevant, and alive for a new generation.

I developed a new tone of voice, a brand story, and a content universe where tradition meets energy. Where inspiration meets knowledge. Where wool feels like a movement.

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A brand is more than what it says. It’s what it does.

Oleana’s new content strategy stayed true to its values while forging a deeper connection with a modern audience - honoring individuality and weaving heritage with contemporary relevance. Also building a long term strategy for relevant partnerships and influencers/ambassadors.

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Content strategy: Our Univers (the core of Oleana) + Obsessions (Oleana lifestyle)

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Content article "Material Matter" / Our Universe

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This wasn’t about giving Oleana a new look. It was about igniting a new energy. A brand built to inspire. A voice built to be heard. Because Oleana isn’t just making clothes - it’s making a statement.

And in the years since, that statement has only grown louder. Oleana has stepped up - not just in fashion, but in politics, in culture, in action. No empty words. Just proof of what they’re made of. After years of red numbers, they turned it around. Profit. Power. Purpose.

Soft power, stronger than ever

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‍Team:
Agency: ANTI
Design: Vera Gomaz, Christian Bergheim
Copywriter: Ingrid Haugen Nonskar
Strategist: Tom Morgan
Project Manager: Ramona Horn

From soft wool to hard impact.

Oleana isn’t just knitwear. It’s one of the last standing wool factories in Norway. But heritage alone doesn’t win over a new generation.

A brand is more than what it says. It’s what it does.

‍

This wasn’t about giving Oleana a new look. It was about igniting a new energy. A brand built to inspire. A voice built to be heard. Because Oleana isn’t just making clothes - it’s making a statement.

ingridhno@gmail.com