6. Agenda
• The Goal and Criteria
• SAF Core values
• Insights: current and future brand identity
7. Agenda
• The Goal and Criteria
• SAF Core values
• Insights: current and future brand identity
• The new brand identity
8. Agenda
• The Goal and Criteria
• SAF Core values
• Insights: current and future brand identity
• The new brand identity
• Design Routes
9. Agenda
• The Goal and Criteria
• SAF Core values
• Insights: current and future brand identity
• The new brand identity
• Design Routes
• Feedback and discussion
10.
11. The goal
Our goal is that the client will
perceive the new brand identity as
strategic and innovative underlined by
a relevant and cutting edge design.
(*strategic and relevant: based on insights
and needs of the target group)
(**innovative and cutting edge: unique
has not been seen before, surprising, in a
new context)
12. Criteria
• Strategically innovative, New position,
Based on Insights
(example: conflict resolution, modern career requirements)
• Relevant & Thoughtful design
(based on reasons/strategy/concepts)
• Cutting Edge
(unique, has not been seen before, surprising, new context)
13. SAF Core values
Openness – cooperation, honesty, trust
Results – create, deliver, be clear
Responsibility – give, take, demand
16. Today
• Serving your country
today (patriotic and
nationalistic)
• Government
organization
• "Mandatory": no
glamour to it
• Collective discipline
• Conservative
• Very masculine
• Homogenous context
• Defense
• Unnecessary: playing in
the woods
• Pride & honor
• Not an attractive or
modern employer
17. Today Tomorrow
Serving your country • Collective / Hierarchy
today (patriotic and Understanding group
nationalistic) dynamics and
• Government leadership
organization • Serving the greater
• "Mandatory": no good
glamour to it • The people’s
• Collective discipline organization
• Conservative • Individual journey and
• Very masculine personal development
• Homogenous context • Challenging workplace
• Defense • Pride of personal
• Unnecessary: playing in progress
the woods • Heterogenous context
• Pride & honor • Understanding the
• Not an attractive or past to act in the
modern employer. present to change the
future.
• Experimental learning
18. Today Tomorrow ++
Serving your country • Collective / Hierarchy • Flexible/Dynamic
today (patriotic and Understanding group • Creative
nationalistic) dynamics and • Visionary
• Government leadership • Hyper/Structured Freedom
organization • Serving the greater • Possibilities
• "Mandatory": no good • Personal development
glamour to it • The people’s • Rewarding
• Collective discipline organization • Transparent
• Conservative • Individual journey and • Good leadership/mentorship
• Very masculine personal development • Motivating
• Homogenous context • Challenging workplace • Challenging
• Defense • Pride of personal • Acknowledgment
• Unnecessary: playing in progress • Structure
the woods • Heterogenous context • Innovation
• Pride & honor • Understanding the • Participation/Belonging
• Not an attractive or past to act in the
modern employer. present to change the Examples: Google, IDEO,
future. Doberman, Toyota, IKEA, H&M
• Experimental learning
19. The new brand identity
The Swedish army are serving the greater good.
We are a force in conflicts and for peace.
As an employer we offer outstanding personal
development possibilities.
Successful organisations are driven by strong values. Therefore it was important for us to find out the values of the army.
A good brand identity: The focus should be to inspire rather than sell, be authentic rather than try to fit in, and engage the target group. Brand identity needs to focus on authentic qualities.
Tomorrows army competes against private companies about the worlds sharpest employers.
What would make them even better than Google?
What is unique?
a life changing experience
a personal challenge
personal development
serving the greater good
Modern employer - Outstanding leadership skills.
What do we want to communicate? How do we want people to perceive us? What characteristics do we have? What makes us unique?
Citizens’s perspective
The army’s perspective
The staff’s perspective.
Core values: Openness, results and responsibility
Swedish Armed Forces provides a life changing experience where you will grow on a personal level while serving the greater good beyond yourself.
Tomorrows army competes against private companies about the worlds sharpest employers.
What would make them even better than Google?
Institutuion that provides a life changing experience where you serve the greater good beyond yourself and develop on a personal level
Experience a personal challenge serving the greater good
Reconize the past, present and the future.
Challenging, personal development
Modern is an possibilities, good leadership, belonging
Serving the greater good
Personal development
Organization that is a challenging workplace for personal development; surving the greater good.