An extended employer brand platform for PwC Sverige — designed to strengthen talent communication across campaigns, events, and digital experiences.

Role

As Design Lead, I was responsible for:

– Defining visual strategy and design direction
– Aligning stakeholders and establishing scalable design principles
– Implementation across campaigns, events, and digital assets
– Development of new visual components

Context

PwC Sverige competes for top talent within consulting, technology, and business services. While the organisation had a strong global brand identity, there was a need to strengthen how the employer brand was expressed in Sweden — particularly across recruitment campaigns, career events, and digital platforms.

Rather than creating a new identity, the goal was to evolve the existing visual framework and extend it to better support employer branding and talent communication.

Strategic foundation

By analysing existing brand assets, recruitment communication, and the competitive talent landscape, we identified opportunities to create a clearer visual hierarchy and a more cohesive system across employer brand initiatives.

The focus was on extending the existing brand with flexible components that could work across campaigns, events, and digital experiences while remaining aligned with PwC’s global guidelines.

Core idea

The core idea was to evolve PwC Sverige’s employer brand expression into a modular visual system.

By building on the existing brand, we introduced complementary components such as graphic patterns, campaign elements, and a refined photographic direction. This created a stronger visual layer to support storytelling around careers, collaboration, and professional growth.

Visual identity system

The evolved system includes a refined typographic hierarchy, expanded use of the existing colour palette, and new graphic components supporting employer brand communication.

Modular layouts and reusable assets were designed to work across recruitment campaigns, university events, internal career days, social media, and digital tools — supported by clear guidelines for consistent implementation.

Outcome

The result is a stronger and more cohesive employer brand presence for PwC Sverige across campaigns, events, and digital touchpoints.

By evolving the existing brand rather than replacing it, the system maintains global alignment while enabling greater flexibility, clearer communication, and more engaging talent experiences.

Deliverables

Visual identity evolution
Employer brand guidelines
Extended graphic system
Illustration library
Photographic direction
Digital design system
Recruitment campaign assets