Hansa Pact
Agenda
• The Goal and Criteria
Agenda
• The Goal and Criteria
• SAF Core values
Agenda
• The Goal and Criteria
• SAF Core values
• Insights: current and future brand identity
Agenda
• The Goal and Criteria
• SAF Core values
• Insights: current and future brand identity
• The new brand identity
Agenda
• The Goal and Criteria
• SAF Core values
• Insights: current and future brand identity
• The new brand identity
• ...
Agenda
• The Goal and Criteria
• SAF Core values
• Insights: current and future brand identity
• The new brand identity
• ...
The goal
   Our goal is that the client will
   perceive the new brand identity as
   strategic and innovative underlined ...
Criteria
• Strategically innovative, New position,
Based on Insights
(example: conflict resolution, modern career requireme...
SAF Core values

Openness – cooperation, honesty, trust
Results – create, deliver, be clear
Responsibility – give, take, d...
Today   Tomorrow   ++
Today
• Serving your country
     today (patriotic and
     nationalistic)
 •   Government
     organization
 •   "Mandato...
Today                         Tomorrow
    Serving your country      • Collective / Hierarchy
    today (patriotic and    ...
Today                         Tomorrow                     ++
    Serving your country      • Collective / Hierarchy     •...
The new brand identity

The Swedish army are serving the greater good.
We are a force in conflicts and for peace.
As an emp...
Design routes
Hansa Pact presentation
Hansa Pact presentation
Hansa Pact presentation
Hansa Pact presentation
Hansa Pact presentation
Hansa Pact presentation
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  • 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.
  • Hansa Pact presentation

    1. 1. Hansa Pact
    2. 2. Agenda • The Goal and Criteria
    3. 3. Agenda • The Goal and Criteria • SAF Core values
    4. 4. Agenda • The Goal and Criteria • SAF Core values • Insights: current and future brand identity
    5. 5. Agenda • The Goal and Criteria • SAF Core values • Insights: current and future brand identity • The new brand identity
    6. 6. Agenda • The Goal and Criteria • SAF Core values • Insights: current and future brand identity • The new brand identity • Design Routes
    7. 7. Agenda • The Goal and Criteria • SAF Core values • Insights: current and future brand identity • The new brand identity • Design Routes • Feedback and discussion
    8. 8. 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)
    9. 9. 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)
    10. 10. SAF Core values Openness – cooperation, honesty, trust Results – create, deliver, be clear Responsibility – give, take, demand
    11. 11. Today Tomorrow ++
    12. 12. 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
    13. 13. 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
    14. 14. 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
    15. 15. 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.
    16. 16. Design routes

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