Togetherness for the labor market
Insight / Strategy / Identity / Custom type
With more than 11 000 member companies, employing 500 000 people, Almega is one of Sweden’s largest employers’ organisations.
Challenge – There is a global shift in the way we work, and what the labor market will look like in the future. What does a modern employer organisation look like when old courses of action are challenged? Research and focus groups showed that the image of Almega and it’s associations was unclear, they neither supported the strategic direction nor the demands for a functional and modern visual identity.
Approach and solution – With a complex brand portfolio a clear hierarchy was needed as well as a futureproofed brand story for all to gather around. We developed an overall concept based on the idea that Almega together with customers and stakeholders embarks on a journey with a joint direction and purpose. Together they overcome unpredicted turns and ups and downs that arise on the way.
A custom typeface inspired by wayfinding together with a set of arrows and a script style A-symbol builds a solid yet flexible design system. The arrow becomes an icon that is both functional and playful. Our layout system consists of simple sub-divisions (halves, thirds and quarters) in order to make work easy for all teams creating engaging content in multiple channels.
Weights: Light, Regular, Bold, Display