#01 Ericsson
屏幕快照 2021-10-15 09.15.24
  • Ericsson
  • Information and communication
  • Technology (ICT) provider, Global presence
  • Digital-first brand identity
  • 2018
  • Exhibits: prints.

World-leading ICT provider Ericsson was founded more than 140 years ago on the premise that access to communications is a basic human need, and that innovation in technical solutions and services helps develop people, companies and society as a whole. Right from the very beginning, the mission was to use technology to make the complex simple. The globally pervasive brand promise “The quest for easy” was also the starting point for the holistic task of developing a new visual identity. The identity needed to emphasise Ericsson’s digital transformation, professionalism and technical expertise, and was therefore directly rooted in the digital products and services. The work was about optimising all tools for the greatest possible functionality, user experience and simplicity. Digital first. Substance over style. No meaningless decoration. The new identity is created for tomorrow’s needs and in close cooperation with Ericsson’s many global in-house teams with the aim to make complexity a thing of the past.

#02 Malmö Stad
  • Malmö Stad
  • City and authority, Sweden
  • Proposal City branding and identity
  • 2018
  • Exhibits: prints.

Rebranding of the third largest City in Sweden – Malmö. The city’s 316 588 inhabitants come from around 170 countries and speak some 150 different languages.

#03 C Future City
  • C Future City
  • Real estate developer, China
  • Identity
  • 2018
  • Exhibits: screen content and prints.

Real estate developer Centralcon Group envisions a new heart of the expansive tech and innovation capital of China, Shenzhen, with the creation of the urban district C Future City and its development laboratory C Future Lab. It breaks from Chinese real estate tradition by bringing together renowned international specialists in architecture and design with the aim to utilise insight and technology shifts to serve humans better – meeting basical physical needs like eating and shopping, as well as spiritual needs such as socialising and the development of interests. SDL was assigned to develop the brand identities for C Future City and C Future Lab and to strategically ensure a holistic approach to all brand touch points in order to create equity, build world-class reputation as well as achieve preference among the target groups. The partnership is ongoing and includes identity, signage, wayfinding, digital, communication and iteration with creative partners ranging from architects to landscape designers such as Teamlab, Patrick Blanc, Quad, Toda Fukei, Aedas and more.

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