How do you make furniture a frame for personality?

Montana wanted to show that their furniture is more than design pieces - it’s a way to express individuality. Together, we set out to bring their brand promise, ‘Making room for personality’, to life in a way that felt authentic and human.

It’s a vision that celebrates the flexibility of the furniture while reflecting a lifestyle and attitude, where personal style takes center stage. To tell this story and show the concept in action, we drew on the diverse personalities of Sara Lysgaard, Jacob Termansen and Ingeborg Wolf.

We conveyed the concept with portraits, curated layouts of personal objects, and photography demonstrating how they naturally find their place in Montana furniture at home. The approach celebrates authenticity, letting individuality shine through personal objects and lived-in spaces. These three narratives highlight how treasured objects become part of the Montana universe, and how a home becomes truly yours when personality shines through.

By shaping three distinct narratives, we demonstrated how Montana’s brand promise could be translated into a tangible, visual universe — one that feels lived, personal and true to the people it represents. In doing so, we created a framework that can grow with the brand and be adapted across future communications.