Helnan Phønix Hotel

Helnan Phønix is a historic hotel in Aalborg. In 2025, I was invited to refresh their communication with a new tone-of-voice strategy, website copy, and SEO optimization for both the Aalborg and Aarhus hotels. I also contributed to photography and content curation for their website. The main challenge was to replace a generic, product-heavy tone with something more human and authentic. The hotel had been described as “luxurious,” but guests experienced it as charming and classic — not exclusive. Through interviews, guest analysis, and content testing, I repositioned their brand voice around hospitality, warmth, and storytelling.