Folksam
A Collective Force

Project Information

Being insured in the early 1900s was not a given. In 1925, the two companies Samarbete (Cooperation) and Folket (The People) merged to form what would eventually become known as Folksam. Since then, Folksam has been on a mission to create better conditions and greater security for everyday people by sharing risk.

Folksam approached us with a fragmented and outdated identity that lacked digital relevance and did not meet accessibility standards. Our task was to revitalize the brand and align it with their new strategic direction. We created a unified, intuitive, and accessible design system that not only embraces digital-first principles but also honors Folksam’s legacy of empathy and courage.

This is where the brand idea, “A Collective Force,” was born. It draws inspiration from Folksam’s long history, and the very essence of what insurance represents: strength in unity. As a company for the people and owned by the people, “A Collective Force” embodies the idea of creating better conditions and greater security for you by sharing risks together. Because with security comes courage, and with courage comes optimism.

At the heart of the new brand identity is a refreshed logotype and a bespoke typeface featuring both display and text weights. The blue color palette has been carefully extended to meet accessibility standards across text and graphic elements. To enrich the user experience, we introduced a dynamic set of motion behaviors designed to convey optimism and clarity. This is complemented by a distinctive new illustration style, ranging from iconography to spot and textural illustrations, unified by a stippling texture, bringing cohesion and optimism to every brand touchpoint.

Extensive care and attention went into crafting a comprehensive digital design system, introducing a new suite of UI components, a refined color system, modular design clusters, and a distinctive product labeling framework.

The new identity connects Folksam’s heritage with a digital-first future. Designed to be intuitive, inclusive, and uplifting, it ensures the brand stays clear and relevant – today and tomorrow.

Client Quote

Folksam now has a visual identity that conveys our proud heritage while supporting our forward-looking ambition to become a simpler, faster, and more customer-focused company. The energetic, professional, and joyful collaboration between us and Bold has resulted in a modern, human, and courageous brand – ready for the future. — Christopher Constantien, CMO at Folksam

Services

Brand Strategy Brand Story Concept Development Brand Asset Development Design System Custom Typeface Design Digital Design System Motion Identity Audio Branding Design Implementation Brand Guidelines

Partners

Illustration: An Chen / Grand Matters Typeface: Baptiste Guesnon

Project summary

A renewed brand identity for one of Sweden’s leading insurance providers. Rooted in the brand idea “A Collective Force”, the new identity draws inspiration from what insurance represents: strength in unity.

"We wanted to meet today’s demands for simplicity, accessibility, and a digital-first mindset — while supporting our new brand positioning. I think we’ve succeeded, creating a bold visual identity that feels empathetic, easy to use, and more intuitive for our customers."

Isak Wilkens
Head of Design, Folksam