Smollanspace.com
Smollan
When launching their new visual identity to its 90,000 staff worldwide, Smollan wanted to make sure everybody truly understood the intentions behind the rebrand. We devised an interactive microsite that helped people embrace the new identity system through play and interaction. A digital 3D space, telling the Smollan story and inviting visitors to make it their own.
Challenge
In 2021, the business was ready to launch their new visual identity but faced a recognisable challenge: how to get all team members in 69 countries with uncountable cultural and linguistic differences engaged? For a brand promising a more inclusive experience, sharing a brand guidelines PDF document didn’t quite feel like the answer. Instead, we built a digital website experience that represented the flexible visual identity system.
Experience
Smollan’s new identity system consisted of four “moods” that allowed the brand to show up differently depending on the context. From a more formal mood for annual reports to a very casual mood for internal comms. So we created four personalised digital journeys, each showing off a different brand context.
The digital space contained the story of Smollan, from its early days to its vision for the future. Visitors could travel through the 3D space of their choice to discover the stories, watch videos, find hidden content and even enjoy surprise visits from the founders as they scrolled.