| Title | LAND |
| Brand | LRF MEDIA |
| Product/Service | NEW BRAND |
| Category |
A02. 360° Brand Identity |
|
Entrant Company
|
SODERHAVET, SWEDEN
|
|
Advertising Agency
|
SODERHAVET, SWEDEN
|
Credits
| Jesper Robinell |
Söderhavet |
Head of Design |
| Caroline Bystedt |
Söderhavet |
Project Manager |
| Petter Eklund |
Söderhavet |
Senior Designer |
| Erik Lidsheim |
Söderhavet |
Strategist |
| Pontus Hellgren |
Söderhavet |
Design Director |
| Ella Junghahn |
Söderhavet |
Ux Producer |
| Joel Bergqvist |
Äventyret |
Project Manager |
| Stefan Geens |
Äventyret |
Strategist |
Brief Explanation
The client is one of Sweden’s largest publishing companies. It is a wholly-owned subsidiary of The Federation of Swedish Farmers with around 30 magazine titles in Sweden, Finland, Norway, and Denmark - covering a vast number of subjects, with everything from interior design, gardening, hunting, dogs and history to tractors. In the agricultural sector, the client dominates the market.
The Brief
The entire media market is going through a massive change and the situation for the client is no exception. As part of the digital transformation, the agency was asked to create a new digital publication, which would represent this change as well as re-brand the client to reach new, younger target audiences. As main partner and in tight collaboration with the client, we created the identity, strategy, concept, design, as well as technology for the new website.
How the final design was conceived
For us, digital product development is about creating true value. We believe in launching the products early - to let the real users guide us in priorities for further development.
The first version of Land might traditionally be considered as a beta version. From our perspective it’s a product ready to expand and transform to be truly relevant.
Indication of how successful the outcome was in the market
In short, the new brand strategy is "We care for our country and cover it nationwide with true interest, pride, and warmth". With that in mind, we saw our country in layers seen from above, where each layer represents the people, infrastructure, villages, industries etc. This inspired us to create a pattern which functions as an identity carrier, as well as a communication principle; a natural part of all visual communication. The logotype reminds of a traditional magazine masthead - whilst at the same time being modern and strong. The red color is inherited from previous identity, though modernised to work digitally.
The word mark works well together with the pattern. It aims to be a strong sender in digital channels, regardless of screen size.The new brand has proven to reach new audiences, as well as keeping the old. It acts as the unifying voice of the entire country, bringing rural and urban Sweden closer together, local to nationwide.
The website traffic is 100% up compared to previous version. As most people reach the website through shared articles in social media, much attention has been given to articles and "shareability". The home page is kept clean from all unnecessary components.