SWEDISH INSTITUTE Design & Branding SWEDISH CREATIVITY GOES ABROAD by Neumeister

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SWEDISH CREATIVITY GOES ABROAD

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Industry Education
Media Design & Branding
Market Sweden
Agency Neumeister
Creative Director Peter Neumeister
Released December 2010

Credits & Description

Category: Logo Design
Advertiser: SWEDISH INSTITUTE
Product/Service: LOGO IDENTITY
Agency: NEUMEISTER
Date of First Appearance: Dec 21 2010
Entrant Company: NEUMEISTER, Stockholm, SWEDEN
Creative Director: Peter Neumeister (Neumeister Strategic Design)
Graphic Designer: Serhat Ferat (Neumeister Strategic Design)
Production Manager: Hélène Melander Holm (Neumeister Strategic Design)
Media placement: Invitation, Leaflet, Brochure - Distribution Via Mail - 21 December, 2010

Describe the brief from the client
The fall in 2009 of the Swedish government presented a plan of action for cultural and creative branches – the purpose was to create a strategy, and a platform, to promote Swedish creative and cultural branches abroad.

Describe the challenges and key objectives
These days Sweden’s international profile has a lot more to do with creativity, and a lot less with steel, paper and Volvo cars. Sweden is exporting more and more fashion, music, literature and, needless to say, design. But how should one promote these products, services, companies and people in the best possible way outside of Sweden?

Describe how you arrived at the final design
In order to plug Sweden as a land of creativity a communication strategy was put together. The agency was responsible for the conceptualization, and the platform, “Swedish creativity goes abroad” was created. The visual identity is easy to transform into various fields like fashion, film, music … with the two circles creating the “s” representing two cultures coming together with all their differences and similarities.

Give some indication of how successful the outcome was in the market
The very first event “Swedish fashion goes Berlin” turned the German capital into one enormous catwalk for Swedish Fashion. More than 600 people squeezed into the fashion show. A seminar and a photo exhibition were also totally packed.