A cohesive employer brand and visual identity system, grounded in Region Stockholm’s graphic profile, designed for clarity, consistency, and flexibility across touchpoints.

Role

As Design Lead, I was responsible for:

– Defined visual strategy and design direction

– Aligned stakeholders around a shared vision

– Established scalable design principles

– Oversaw implementation across all brand and digital assets

– Guided creation of visual system, illustrations, and pictograms

Context

Trafikförvaltningen needed a unified visual identity system to strengthen its employer brand, ensuring consistency across communication channels while adhering to Region Stockholm’s graphic profile.

Strategic foundation

By analyzing Trafikförvaltningen’s brand, existing visual assets, and the competitive landscape, we identified the core needs for a cohesive visual identity: clarity and structure across all elements, consistency in visual language, and a scalable system for applying the brand across all touchpoints.

Core idea

To develop a flexible, modular visual system that supports Trafikförvaltningen’s employer brand while maintaining alignment with Region Stockholm’s graphic profile. The system was designed to include a custom set of icons representing the organization’s operations, its people, and its purpose, enhancing clarity, coherence, and emotional connection across all touchpoints.

Visual identity system

A structured type hierarchy, thoughtful color system, graphic elements, custom illustrations, and a library of pictograms were developed alongside adaptable components to create a cohesive visual language, ensuring consistent application across channels, platforms, and contexts. Clear guidelines for designing new icons were also established to support scalability.

Outcome

The updated visual identity system provides a cohesive, scalable foundation for Trafikförvaltningen’s employer brand, reducing inconsistencies, enhancing recognition, and enabling long-term growth while staying aligned with Region Stockholm’s graphic profile.

Deliverables

Brand identity
Brand guidelines
Digital design system
Website
Digital products
Presentation templates

Design templates