Could You Change The Ending?


Strategy, Copy & Illustration Since Forever



"A brilliant thinker and writer." Dave Bell, MD & Creative Partner, KesselsKramer.

“Christian is a critical thinker and strategic problem solver with great writing skills. Besides being an honest and caring person.” Corinne Genestay, Independent Creative Strategist.

"Christian has the ability to think of new ideas, improve ideas and word them in the most witty/clever/fun and surprising way."  Karel De Mulder, Partner, AIR.

"The only person I know who has been asked not to bring so many ideas to the table. They literally pour out of him. All of them brilliant, different, and very on brand." Andrew Forrest, Creative Director, Ogilvy.

"Imitation is the sincerest form of flattery? Bollocks! What about jealousy? I've been jealous of Christian's work since forever. And rightly so." Ross Fowler, Freelance Creative Director.

Could You
Change The Ending?


Strategy, Copy & Illustration Since Forever

︎ Information



Project. Arco, a manufacturer of designer furniture (including tables for Apple’s global headquarters). They wanted a manifesto that defined their values and expressed those values for internal/external audiences. 

My Role. Copy and strategic input (defining Arco’s positioning, summed up in the accompanying image, and expressed in the manifesto). 



Manifesto.

What’s a table? Four legs and a plank, right? 

Right.

But sometimes, it’s also a canvas: where you draw, write, code, make magic.

Or an office: where deals are done and master plans made.

Or a stage: where you fight and makeup, get dramatic or romantic.

Or a sanctuary: where you gather the tribe and talk through your troubles.

Or a house: where you hide with your niece, a blanket for a roof and pillows for walls.

And sometimes, a table is just a table.

Where you eat and hang out, share dumb jokes and deep  ideas. 

We’ve been making tables since 1906. Over the decades, we’ve learned that thoughtfully crafted products influence how we feel, how we work, how we live.

We’ve learned other stuff too. About beauty, about building, about human nature… and nature in general.

For instance: 

“Beauty” is another word for quality. 

Craft requires humility.    

It’s better to design for timelessness, not trends.  

Keep one eye on what people want, and the other on what the planet needs.

Act with respect. Whether you’re dealing with a colleague, a customer, or a forest. 

Learn from craftspeople: the young and not-so-young.

Invest in new technologies, new skills, new materials and new talent (we’re pretty open-minded for a 115-year-old).

We call all this “the New Craftsmanship.”

And it’s why we make handcrafted tables, for this generation and the next.

And the next.

We are Arco. We make tables.

Pull up a chair.