Nordic Retail Group
Project manager: Louise Person
Art Director/Designer: Lowa Widenius
Photography: Lowa Widenius
Branding, graphic design and photography.
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".
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.