Svenska Bostadsfonden has since 2008 been providing pioneering alternatives to invest in the property market.
More than a decade on, their products and services had outgrown both their branding and communications efforts and they looked to expand and renew their proposition and reach new private and public investors. When a new leadership team was recruited, Transfer Studio was commissioned to rebrand the company and deliver a comprehensive communication strategy that fitted their new company wide ambitions.
After mapping the old brand and pairing it with fresh market analysis, we discovered a number of omitted propositions that then translated into specific targets for the new brand to deliver. Making sure the new brand embraced both their loyal and mostly senior client base as well as opened up to younger investors was also key.
We opted for a fresh new company color palette that was directly derived from the properties they own and representative of the type of buildings they mainly seek to acquire. The new custom company logotype is constructed by geometric elements that subtly hint of buildings from above in maps, conveying their role as market pioneers.
Together with crisp and modern typography, we delivered a set of holistic brand guidelines that are structured, clear and organised in order to provide company wide tools for a coherent voice in all mediums. This added level of quality control was crucial in order for SBF to be taken as a well-structured and confident investment firm in all situations and in particular as a serious option for the larger institutional investors they aim to attract.
We further built a whole new digital infrastructure that naturally aligned all their websites and digital channels – that until then had been managed by a variety of external suppliers – under one single technical roof and gave the client back control over their own communication. The result was well-structured to ensure ease of use, yet flexible enough to allow for continuous improvements with shorter lead times as the new vision is set in motion.