Lokalguiden Brand Refresh 2020 – Brand Identity & Digital Redesign
Complete brand refresh for Lokalguiden including new logo, visual guidelines, print materials, magazine redesign, and website overhaul.
Challenge
As Lokalguiden evolved from a primarily print-based business directory to a digital-first platform, the brand identity needed to reflect this transformation. The existing visual language felt outdated and didn’t convey the modern, user-friendly digital experience the company was building.
Approach
Research & Discovery
- Analyzed competitor positioning in the digital directory space
- Interviewed stakeholders to understand business goals and user needs
- Audited existing brand touchpoints (print magazine, website, marketing materials)
Brand Strategy
- Modernized logo while maintaining brand recognition
- Developed comprehensive visual guidelines for consistent application
- Created flexible design system that works across print and digital
Implementation
- Redesigned print magazine with new layout and typography
- Updated website design to reflect new brand identity
- Created templates for marketing materials and print products
- Established color palette, typography rules, and component library
Solution
The new brand identity successfully bridges traditional print heritage with modern digital presence:
- Modern logo that’s scalable and works in various contexts
- Comprehensive brand guidelines ensuring consistency across all touchpoints
- Refreshed magazine design with improved readability and visual hierarchy
- Updated website with cleaner interface and better user experience
- Print materials aligned with new visual identity
Impact
- Unified brand experience across print and digital channels
- Stronger visual presence in competitive market
- Foundation for future digital product development
- Improved brand perception among clients and users
Role
Art Director – Led entire rebranding process from concept to implementation, including logo design, guideline creation, magazine redesign, and website updates.
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About
Lokalguiden is a leading platform connecting local businesses with customers across Sweden, providing comprehensive business directories and advertising solutions.
