SAFO Marketing

Two certified drone pilots running a marketing business in North Jutland. They film, edit and publish for local companies, sports clubs and associations.

They came for a new website. What they had was a website that listed six equal services — social, SEO, Google Business, branding, video, drone — as though a customer might want any one of them.

The package table gave it away. The tiers are priced by cadence: one tier is one film a week, the tiers above it are two films a week plus stories.

SAFO sell a weekly social-video subscription, and had been all along. The site simply never said so. Rewriting it caught the copy up with the business.

We also told them something they had not asked to hear. A bar chart with a rising arrow through it is the most common mark in the marketing-agency category. It could belong to any of them, and it says nothing about the two things that make SAFO different: Nordjylland, and two named people who fly the drone themselves.

Three identity directions, structurally distinct. Three different layout systems, not three colourways, each leading with a different truth about the business. Perspektiv was chosen: graphite ground, bone text, one signal orange, and viewfinder corner brackets as the repeating device.

A logo that exists as vector for the first time. The lockup had only ever been a raster. It was traced, split into its two inks, reassembled, and shipped as twelve colourways with raster exports and icons at 32, 64, 180 and 512.

A custom WordPress theme, across nine releases. Front page, inner pages, booking, a film post type with a media picker, mobile menu, WooCommerce, Open Graph and structured data.

A filmstrip that crops nothing. SAFO shoot portrait for social and landscape from the drone. The first strip forced everything into a 9:16 card and cut the drone footage in half. Each card now reads its film’s real aspect ratio and flexes in proportion, so a row of mixed orientations lands on one shared height with nothing cropped.

A 15-page brand guide in Danish, with the site’s own subsetted webfonts embedded so the typography pages show the real typefaces. A social kit from one engine that treats a format as three rectangles: the canvas, the safe area, and the side the type is anchored to so it clears the platform’s avatar. And a lead magnet at /gratis-guide/ that emails the guide and reveals the download in place, so nobody waits on mail that may not arrive.

Booking, researched before installed. Cal.com, FluentBooking and Calendly compared on the one criterion that decides it. A free tier that cannot read a calendar will hand out slots the client has already filled.

No number about SAFO’s own results appears in any deliverable until SAFO has measured it. External research may be quoted where it is attributed on the page.

That rule caught a fabricated 98% kundetilfredshed on an early brand board, and it was removed. The same rule applies to this studio’s own marketing, so you will not find a performance figure anywhere on this page.