SWEDMA wanted a visual identity that inspires and engages within digital marketing, while also reflecting who they are today – and who they aspire to be in the future. To meet this need, we developed a darker, more sophisticated profile that emphasizes digital expertise and innovation, while soft edges and strategic use of color maintain an open and inclusive feel.
Innsight Phase
SWEDMA wanted a visual refresh that aligns with their ambitions to inspire and engage within digital marketing. They sought a visual identity that represents who they are today, as well as who they aim to be in the future.
The client is currently perceived as advisory, responsible, and trustworthy. These are positive qualities we wanted to retain, while adding more energy and clarity.
Design Phase
From a conceptual standpoint, we drew inspiration from their logo, which uses the same typeface in different weights. The bolder typeface represents strength, reliability, and approachability, capturing attention with a solid and impactful presence. The thinner typeface emphasizes sophistication and professionalism, appearing modern and precise while maintaining a welcoming tone.
The combination of the two reflects a balanced interplay between weight (reliability and experience) and lightness (innovation and flexibility), showcasing the full scope of their expertise and work areas.
Color Usage in Digital Interfaces
Shades of gray form SWEDMA’s signature look, but to clarify user tasks, an accent color is needed to stand out and draw attention. The brand guide includes four candidates: blue, red, green and yellow. These are used only on social media and do not play an active role on the website, creating an opportunity to define color usage across digital interfaces.
Yellow is an engaging color associated with optimism and energy. It reflects networking, learning, insight and inspiration. Yellow is also linked to creativity and idea exchange, directly connecting to SWEDMA’s business strategy.
We are also exploring the possibility of using the remaining brand colors as a visual tool to categorize content.
From Light to Dark Mode
SWEDMA wanted a visual refresh that reflects their role as a modern and forward-thinking company in digital marketing. The light profile conveyed an open, accessible and approachable impression—but also felt conventional and safe. To better align with their ambitions to inspire and engage, they chose a darker profile.
Dark mode creates associations with technology and innovation, adding a more sophisticated and atmospheric expression. It emphasizes digital expertise and forward-thinking, positioning SWEDMA clearly in a landscape where development and innovation are central.
To balance the dark aesthetic, we focused on maintaining warmth and approachability in the design. Soft edges create a friendly and inclusive feel, countering the industrial impression dark mode can have. At the same time, call-to-action elements stand out clearly—they pop against the dark background and bring energy to the interface. Combined with airy typographic layouts and subtle lighting effects, this ensures a visual expression that is both exclusive and sophisticated, yet still open, engaging, and human.