Creative strategy and concept: Did: A verbal element, a branding asset, or even a sub-brand, inspired and connected directly to the brand’s name. Marketing becomes truly effective and memorable when it engages with the fundamental questions that concern the modern individual: the relationship with ourselves and the people around us; our connection to nature, technology, and the environment; and our pursuit of balance between life and work, between online and offline. Some of these core questions shaped this concept. I reframed them through the use of the word “Did” creating a strong and immediate association with Didriksons. “Did” is a new verbal element, a branding asset, perhaps even a sub-brand, inspired and connected directly to the brand’s name. December 2025—Proposal —Not published work. All rights reserved.