Client
When
Category
Intro
Järvaveckan is one of Sweden's most important platforms for political and civic dialogue, bringing together citizens, politicians, companies, and municipalities every year at Spånga IP in Stockholm. When I joined in on the project, I had the responsibility to maintain and develop the visual identity. During the course of 2 years we slowly but surely defined a new visual direction, and in 2025 we got tasked to finalize a visual identity flexible enough to evolve year after year, and clear enough to be used consistently across a wide range of communication partners with different resources and capabilities.
Challange
The core challenge was one of scale and consistency. Järvaveckan's communications involve not just the core team, but a broad set of external partners: co-arrangers, media collaborators, sponsors, and production teams all working in parallel. Every one of them needed to be able to apply the visual identity and get it right, without the brand losing coherence in the process.
At the same time, the identity needed room to breathe. Järvaveckan changes theme and focus each year, and a system that was too rigid would feel stale. The task was to find the right balance between a recognisable core and enough flexibility for yearly reinvention.
Process
We built the identity around a deliberately restrained set of elements: three primary colours, one sharp typeface, and a small family of graphic components. The simplicity was intentional. A lean system is easier to apply correctly, easier to hand over, and easier to evolve without breaking.
My role throughout was as the lead designer and art director of the identity. As a team at Gullers Grupp we worked closely to develop all major communications outputs, including event branding, advertising, digital content, and motion. In 2023 I was involved in overseeing the full website redesign, carried out by the web agency Accomplice, making sure the new digital expression stayed true to the system we were building. This in turn became the catalyst of the direction of the new identity. And in late 2024-2025 we finalized the new and improved visual identity and system for Järvaveckan. Alongside this, I worked directly with Järvaveckans own team to help them understand and maintain the identity in their own day-to-day communications with templates and trainings.
Results
Over three years of collaboration, Järvaveckan grew from a rising initiative into a firmly established national platform. The visual identity has held up across events, stages, print, digital advertising, and a full website, applied by multiple partners without losing its character.
Attendance more than doubled over the course of the collaboration, peaking at 68,000 visitors in 2023.
