Challenge – Jernhusen is a state-owned real estate developer. Their mission is to maintain the current buildings along the Swedish railway system as well as building new commercial properties. Over time, Jernhusen’s visual presence had become outdated and scattered. The turned to us to create a new unified and future-proofed brand identity. 

Approach – We took inspiration from Jernhusen’s mission, and the visual cues surrounding it became a natural starting point. The concept ‘Part legacy, part nowness’ reflects the traveling across the Swedish railway, where one will encounter history as well as modernity both in architecture and in railway tracks, grids, and switches. 

Solution – One task was to consolidate the identity across all touchpoints, both analog and digital. We built the identity with scaled-back colors and graphic elements. The identity carriers are the custom made typeface, consisting of five weights and strong characteristics as well as a design pattern, inspired by the motion of traveling – not between stations, but between station areas containing shopping, restaurants, and offices. We also created a design system to make it possible to scale the identity in favor of function – from walls on constructions sites to templates in social media.