Project: New visual identity, slogan and campaign for boosting engagement and creating unity within the Swedish town of Aspeboda.
Client: Aspeboda Intresseförening ( Aspeboda non profit organisation )
Details: According to the Aspeboda non profit organisation the town struggled to feel a sense of unity as it is very large and no one really knew which parts actually belong to Aspeboda. Our team consisted of three people working together, my role was mainly to art direct and create the layouts while the other two did most of the copywriting and the project leading but we helped each other out when needed. We worked with quite a small budget and this was all voluntary work on our part.
The new slogan "I [LÖV] ASPEBODA" (löv = leaf in Swedish and the pronunciation sounds like love) was created using the existing symbol of Aspeboda: the (Aspen Leaf). We also created a brand new visual identity that we applied to all of the new material. The green colors selected were inspired by the aspen leaf and the fonts were chosen both based on the font of the existing logo and what instills a sense of seriousness without being too plain. The overall layout is airy in terms of content but packed with color to help the reader actually want to read it and not tire.
We designed a brochure about Aspeboda, containing a map of Aspeboda and all of its smaller areas, information about the work of the non profit organisation and how to join or contribute, all of the active organisations in the town and how they can apply for financial support and more. This brochure is sent out to every household in the area annually along with the I [LÖV] ASPEBODA sticker that can be placed for example on a car to show pride in your hometown. Lastly we created the campaign I [LÖV] PENGAR ( pengar = money) for which the main goal of was to spread awareness among the sports clubs and organisations about how to apply for financial support.
Seeing how this was voluntary work and we already had lots of material ready, we decided to also give them a Power-Point template for future presentations, easy changes for their existing website (both design and information architecture) and a few examples on how the new leaf symbol could be used in other ways and on products.
Software: Adobe Illustrator, Adobe Indesign