Brand concept
Brand identity
Typeface design
Digital brand experience
Product design
Digital design system
Visual brand concept

Global online payment provider Klarna set out a goal to challenge the traditional, and profoundly conservative, banking category. They wanted to show the world that online payments didn’t have to be boring and complicated. That it could be the complete opposite. That it could be Smooth.

Strategy informs identity.

Together with Klarna we set out a strategic direction: To create an emotional buying experience. It needed to infuse every aspect of the brand experience while at the same time being disruptive and stand out against the category. The concept of Smooth became our north star, guiding every decision from design strategy to icon design.