Smoooth
Klarna
Brand concept
Brand identity
Typeface design
Digital brand experience
Product design
Digital design system
Visual brand concept
Iconography
Klarna, a global online payment provider, set out a goal to challenge the traditional and notably 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
In collaboration with Klarna, we set out a strategic direction: To create an emotional buying experience. The goal was to integrate this approach into every aspect of the brand experience while simultaneously disrupting the industry and standing out in the category. The concept of "Smooth" became our North Star, guiding every decision from design strategy to icon design.
