Re-designing the Swedish Armed Forces

This project for the Swedish Armed Forces, Försvarsmakten, adopted a digital-first approach, focusing on functionality while still portraying the heart and soul of the Swedish defense. Since the immense change from the long-held tradition of national service to a professional career in the Swedish Armed Forces, attracting new recruits has been a significant challenge. The armed forces were perceived as a rigid governmental institution by the target audience. As part of the advertising agency NORD DDB, our goal was to break this stereotype and reveal the true nature of the workplace and its people. Once the improved communication was in place, NORD ID updated the Swedish Armed Forces' visual identity to represent the modern employer they have become.