Miljödata

Miljödata

Making history ready for the future

When working with an organization’s core, when working with their brand, you always have to listen actively and with great care – this as people relate to a brand with heart and stomach rather than with only logic. And when working with an organization and brand that has more than 30 years of proven deliveries and success, you have to be extra humble and recognize the history even more.

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Case ― Miljödata Branding

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Making history ready for the future

CLIENT Miljödata
WHAT Strategy
Branding
Graphic design
Copywriting
WHO Patrik Jonson
Lotta Danielsson
Daniel Nelson
WHEN Fall/Winter 2019

When working with an organization’s core, when working with their brand, you always have to listen actively and with great care – this as people relate to a brand with heart and stomach rather than with only logic. And when working with an organization and brand that has more than 30 years of proven deliveries and success, you have to be extra humble and recognize the history even more. 

Miljödata was founded in the late eighties and has for more than 30 years delivered people- and workplace related software solutions to predominantly the public sector. Their solutions have within many sectors become a de facto standard – to the point where some of their products have become a verb within their customer’s organizations. Today, their client base has grown to include state, municipality as well as private businesses with, for example, more than 60.000 managers using their systems regularly. The journey so far has in most ways been organic with bursts of change in a specific area when needed – with no overall revision of brand, packaging or communication that has taken place.

The people behind Miljödata came to Milou with a wish to create consistency while at the same time bring the brand and communication into 2020 and beyond. They wanted to be able to attract new audiences without alienating the ones who had been with them for many years – quite simply be the same and be someone new at the same time.

After taking in a lot of information from business plans, marketing presentations and more, we started interviewing the people in the organization. Leaders and staff as well – nearly all that is part of the delivery within Miljödata was listened to – about drivers, worries, potential and more. All part of creating a solid understanding for the business’ road ahead. After adding curated information about the industry in general and competition specifically, we felt like we had a great insight into what was needed to be done.

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A “personality” for the brand was created – one which stated how the brand “Miljödata” acted, spoke, related, felt and more. This was then to become the foundation for both position, tonality and design profile. At the same time, we worked with the company mission and vision – why they existed and where they were heading – something that became very defining for the work going forward. And to be honest, also the part of any strategy/brand delivery process that tend to become the most intricate and discussed. For good reason – as these things are so extremely powerful and affect almost everything within a business.

Before starting the creative design process around logotype and profile, work with renaming of the product range was done – ending up with a consistent and more easily communicated suite. And with the naming of said products done, the logotypes for the master brand as well as the products, could also be finalized. The result, a timeless, soft yet powerful style with a toned-down color scheme for the master brand “Miljödata” and a more vibrant palette for the products, got a very positive response from all stakeholders within the organization. The logotype for the master brand in addition flirted with history as it in parts is reminiscing of the very first iteration of the logotype from some 30 years ago.

The overall design direction was also based around the principle timeless and soft yet powerful and together with a reworked typography and a more “human” style of imagery, a complete “Miljödata going forward” package was complete. And when shown to customers and other external stakeholders, it got nothing but positive feedback and praise.

Getting the chance to do a complete overhaul of a brand and company so steeped in history and tradition, doesn’t happen every day. And requires finesse and a bit of risk-taking. But when you do deliver on that, you could very well end up with something that both takes care of the existing business and opens up for new. Something that creates positives feelings and is ready for the future.

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