Folksam is one of Sweden’s largest insurance companies, but they were faced with some tough challenges. Their visual identity was outdated and lacked the emotional values they wanted to convey. Many had difficulty understanding what Folksam really did and what they had to offer. We solved both Folksam’s and their customers’ problems by creating a friendly and guiding world for everything that matters most.
Bold’s challenge was to create a coherent visual identity that reflects both a credible insurance company while, at the same time, addressing the emotional values the brand stands for.
There was a clear need for guidance among their wide range of services and products. We solved this by creating a friendly and guiding world.
The core component of the new identity is the, more than a hundred, playful and distinctive icons that are both representative for the various products Folksam offers, as well as a visual link throughout the identity.
But the icons, of course, needed a home, so we created the Folksam world. With the building blocks we developed, new units and coherent campaigns are easily created. The icons, and the world they live in, create a friendly identity that is easy to recognize and enjoy; a friendly and guiding world for everything that matters most.
The building blocks we developed are important in communication and informational materials to facilitate the understanding of insurance and create recognition throughout the customer journey.