Paper Collective:
Hi Anne-Sophie, thank you for chatting with Paper Collective. To start, can you tell us a little bit about Alet Agency - the who, what, where and why?
Anne-Sophie:
ALET Agency is a creative agency and production house specialising in crafting compelling digital content and strategies for design and lifestyle brands. We’re a small but versatile team with a diverse skillset within the creative stratosphere. We’re based in Copenhagen, working from our studio in Frederiksgade 1, where we’re surrounded by likeminded professionals and brands that we could see ourselves collaborating with. We do what we do because we can’t let it be–we’re dedicated to transforming brand narratives into captivating visual stories online.
PC:
Your agency has a strong link to the design and architecture industries. When did your own interest and appreciation of good design begin?
Anne-Sophie:
I remember teaching a friend after school how to write nicely when I was 7 years old. This was my first ever acknowledgement of my aesthetic, and the first time I had to put into words how I was thinking, visually. I’ve always spent too much time making everything look good before doing the actual work. To this day, I need beauty in my Excel sheet to even start typing. This deep-felt aesthetic has always taken centerstage in my way of being in the world. I pursued Visual Communication and Graphic & Media Design at art school in London in my early twenties, and later transitioned into Landscape Architecture. Although each of these disciplines are very different in their approach and outcome, I leverage this rich tapestry of experiences in my everyday life and through my design work.
PC:
As great communicators, your work changes and shifts with your client's own DNA. Are there any through points between your projects, and how do you make sure your own approach is customised to each individual story you are communicating?
Anne-Sophie:
We always value quality over quantity. We’d much rather have a few strong partnerships with our clients, than several semi-invested clients. This unwavering commitment to high-quality, aesthetically pleasing design is a core principle that remains constant across all our work. While our projects are diverse, the red thread is our dedication to creating visually stunning and meaningful designs that authentically represent each client's story.
PC:
Looking at your lovely space, I can tell you have a deep love and respect for colour. How do you approach colour within your work?
Anne-Sophie:
Our approach to colour is intentional and strategic, serving as a framework for our overall messaging. We use colours to harmonise various design elements, especially when curating clients' Instagram grids where colour waves are crucial for that sense of visual harmony. It’s like when you come across a photo that is well-balanced in composition, motif and colour, the response is an instant ‘Mmm I just like it’ reaction, something that naturally draws you in. That’s always our aim: for colours to evoke a positive reaction.
PC:
You have chosen a beautiful selection of works from Paper Collective for your walls. Tell me about your choices and how they work within this space?
Anne-Sophie:
The high ceilings needed sheer scale to balance out the proportions. As for the paint colours and the furniture, the works needed to complement and interact harmoniously with them. All the artworks do exactly that. They’re adding more dimension and personality to the space, and some of the more figurative works by Paola Rodriguez spark conversation because they are so rich in texture, like little stories waiting to be told. All in all I think the selection is both fun and bold, just like our standout pink ceiling.