consistency
over time
Client: Swedbank
Role: Art Director
Scope: Brand & integrated communication
(Sweden & Baltics)
Over several years at Forsman & Bodenfors, I have had Swedbank as a client. The assignment included the launch of a new communication concept, brand platform and design system, as well as ongoing campaigns across channels and markets.
Challenge
Swedbank operates in a complex and sensitive category where financial decisions affect people throughout their lives. The challenge was to make financial guidance more accessible, build trust, and ensure clarity and consistency across multiple offerings, audiences and markets.
Strategy & Execution
The work was grounded in Swedbank’s mission to guide people towards better financial decisions. My focus was primarily mid-funnel, where brand promise meets concrete offerings.
I worked across Sweden and the Baltic markets, covering consumer, corporate, forestry and agriculture banking, as well as communication for different life stages — from children’s savings to pension solutions. From small tactical assignments to large-scale campaigns.
What I valued most in this collaboration was the long-term perspective and the close partnership with the client. Being able to work across the full funnel, with trust and continuity, made it possible to build a brand in a thoughtful and sustainable way — not through isolated campaigns, but through consistent decisions over time.
Talk money with your children
A campaign designed to help parents talk about money with their children — Alongside a large-scale campaign, we created an interactive test for parents and children to do together, offering personalised tips and advice based on everyday situations.
Swedbank Live
During the Covid pandemic, we developed a series of live broadcasts on Facebook to help Swedbank stay present, relevant and accessible at a time of uncertainty.
Apple Pay
The launch required a careful balance between two brands. Working within Apple’s famously strict frameworks while staying true to Swedbank’s identity required endurance — and not so much improvisation.
