2015  •   DIGITAL BRANDING
Three Sweden

Set of digital guidelines for cross-platform use together with visual and interaction design for key touch points of online and in-store experiences for new brand of Three Sweden.

ROLE
Lead Designer

AGENCY
Fjord

VISIT WEBSITE
www.tre.se

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Three Sweden is one of the first Fjord's clients and friends in Sweden. During the years of closest collaboration Fjord has prepared, scoped and produced various projects including responsive online experience, mobile apps, service design researches and many more.

In 2014 Three shared their plans to go though rebranding process and invited Fjord again to participate as their digital and service design partner. This massive project connected branding and advertising agencies in the loop with Fjord. In close collaboration with the bigger team Anatoliy has gone through the whole process from the very beginning.

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'Found in translation'

One of the core challenges in this project was to come up with a brand new visual language, but also keep a certain part of the legacy identity. This combination had to be easily applicable and replicable in digital environment. The working process was about adapting colors from the initial brand guidelines, typography, imagery, standartizing controls and components, translating print design solutions into digital.

A certain part of digital identity has been created from scratch and made its way back into the Print & Communication guidelines. By the end of this phase a new set of digital guidelines which has been immediately implemented by development team as a UI kit and stylesheets for HTML. 

Another task to tackle was to create a new visual language that keeps certain parts of the legacy identity and also would be easily applicable and replicable in digital environment. The working process was about adapting colors from the initial brand guidelines, typography, imagery, standartizing controls and components, translating print design solutions into digital. A certain part of digital identity has been created from scratch and made its way back into the Print & Communication guidelines.

By the end of this phase a new set of digital guidelines which has been immediately implemented by development team as a UI kit and stylesheets for HTML. 

Detailed designs: Desktop, Tablet, Mobile

Design realization

This phase was the longest in the project, because of the fact that the new look and feel and content strategy had to be applied from scratch and all over. All of the hands on designs Anatoliy has produced himself along with strategic and service design help from other team members.

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Design realisation has covered all of the major needs of the online experience such as design of the frontpages of the sections, Business section, Campiagn solutions as well as various utilitary designs for My Three and other internal services.

Secondary and Business sections

Additional credits

SERVICE DESIGN
Elena Klepikova

STRATEGY
Jonas Eifrem

ICONS CO-DESIGN
Gohar Avagyan