Art director & brand designer
frostline
jan. 2022 – jan. 2025
- featured work
Taking Frostline from a selection of products to shaping a Danish design brand.
Role: Brand designer
Scope: Brand Philosophy, Visual Identity, Website Design, Storytelling, Campaign & Content
When I began working with Frostline, the company had exceptional craftsmanship and solid products — outdoor showers and water posts handmade in Denmark, designed to last a lifetime. But the brand itself didn’t yet exist. There was no clear philosophy or visual story to connect the products and the people behind them.
The opportunity was to define what Frostline stands for: to translate its functional roots into a coherent brand universe built on Scandinavian design values — honesty, simplicity, and longevity. The goal was to create not just recognition, but resonance.
client says
Jesper Langberg
Cosani & Frostline CEO
“Lasse has been a key part of our visual development and brand identity work. Despite his young age, he shows a rare mix of curiosity, creative maturity, and drive. He takes full ownership of his tasks, brings strong ideas to the table, and always follows through with a sense of structure and responsibility. A dedicated team player — ambitious, reliable, and genuinely good to be around.”
The art direction focused on shaping both the brand’s visual identity and its underlying philosophy. Frostline was lifted from a purely technical expression to a lifestyle-oriented brand. Through dynamic compositions, minimalist layouts, and generous use of whitespace, the brand found a lighter, more architectural tone that reflects the precision of its products. The visual direction connects raw materials with refined communication — letting steel, water, and light define the aesthetic rather than decoration. The result is a universe that feels calm, confident, and distinctly Scandinavian.
Today, Frostline stands as one of the leading brands in its category, continuously growing in both reach and recognition.
To strengthen Frostline’s storytelling, I developed and designed an interview with product designer Roland Thorsen. The conversation explores his design approach and the mindset behind Frostline’s philosophy — focusing on longevity, material honesty, and the idea of creating products meant to last for generations.The interview became a cornerstone of the brand’s narrative, helping define Frostline as more than a manufacturer but as a Danish design brand.