Jakob Westman

Several different versions were developed of the Uppsala graphic above. It was often used as a pattern or backdrop and could incorporate several different symbols.

The pattern proved very versatile and was applied in a myriad of different media and products.

The business cards were (of course) updated visually. But more importantly, they were updated in structure and tone of voice. Instead of headlining with the company info we directed the spotlight on the individual. And instead of the nouns Phone and E-mail we used the softer verbs Call and E-mail. Small changes, but all the same important for a company that wants to come across as more human and less bureaucratic.

The expression Home is... (breakfast on the balcony) was developed to help Uppsalahem talk about their properties in softer and more human terminology.

We made lots and lots and lots of symbols to be used online and in ads, brochures, displays and presentations. Some of them tightly tied to a specific topic and others more generic. Below are a select few...

Below, close-ups of the embossed 2011 Annual Report cover and the pop-up from 2012.