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Nordic Retail Group

Nordic Retail Group is a full-service retail agency focusing on sales and customer experiences in stores and online. 


"We want to re-design our brand profile. We want to keep the primary logo but refresh the entire profile. It should feel business, but not too stiff".


Brand design and photography.



Nordic Retail Group




Project manager: Louise Person

NRG_BrandProfile_Marlow Pre-made Scene 1


In a re-design I think it is essential to maintain brand awareness, yet change things up just enough to create new expectations. I chose to keep a lot of the existing elements and went back to basics with a simplify-clarify approach to refresh rather than change and to make it easier to maintain consistency throughout their brand communication.


  • Brand values – Initiated a process to clarify the brands core values. Worked with the CEO and project lead to explore and define words and context which founded my decitions in the re-design process.

  • Font - Set up an easy-to-use font guide and narrowed down their amount of font variations from excessive to enough.

  • Colors - Choose three colors from their large selection of strong colors and made them a bit earthier with lower saturation to connect to the nordics.

  • Logo – I added clear rules of use for the main logo and made a secondary logo variation for flexibility in different mediums and plattforms.

  • Photos - Created a new gallery of brand photographs with a professional yet personal feel with color tones to match the new color palette.


Everything resulted in a visually well composed and easy-to-use brand book that is used by internal and external staff to express the brand. My recommendations for continuation was to explore and define a tone of voice and develope new graphic elements.

NRG_BrandingScene_Marlow Pre-made Scene
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