The Background:
As part of the Interactive Art Director course at Hyper Island we had a module called ‘Client design, strategy and branding’.
DDB Stockholm has been the module leader during for the all length of the module, 4 weeks. DDB Stockholm is part of DDB worldwide group of agencies with 206 offices in 96 countries an is one of the leading creative agencies in the world.
I worked on this project with other 5 Hyper Island students:Thomas Bjõrk, Azin Ashourvan, Alexander Strand Kristensen, Lasse Korsgaard and Sougwen Chung.

The Brief:
During the 4 weeks we had to work with Swedish Armed Forces as a client and the task was to setting the design strategy and branding.
Our goals were primarily to send a broad message of recruitment that can engage wide spectrum of age, gender, and skill. Secondarily to communicate the role of the Swedish Armed Forces in 2010. No longer a institution of war but a purveyor of peace.

The Solution:
‘baby, we’ve got what you need’ Communicate a new image of the Swedish Armed Forces as a relevant, open, and action-oriented brand…meaningfully & consistently through all communication channels, and engage the Swedish Armed Forces target market in an experience of their values. Defy boundaries was our statement; in other words integrity, being individual and making an impact.

The tone of voice that we chose was provocative, inquisitive and inclusive.

Conclusions:
This unconventional branding strategy was well received during our presentation. I have been involved in the creative process and as designer for the website. I really enjoyed the time spent on this project and the edgy angle that in the end we used as a strategy.