The Swedish Post and Telecom Agency’s (PTS) assignment is to ensure that the country's communication is robust in the event of a crisis. There is also a softer dimension to their work, that all people in Sweden have access to good telephony, broadband and mail. A precondition for a well-functioning society and a happy population. In summary, PTS has a broad mission and the broadest possible target group – the entire Swedish population.
Leading by example
Our collaboration started with an analysis of the existing visual identity.Our conclusion was that the it was outdated, poorly adapted to digital channels, the font had poor readability and the color palette did not live up to current accessibility guidelines. This of course needed to be addressed, as inclusion and accessibility are top priorities for PTS. In fact, PTS were involved in developing the standards that exist for digital accessibility. Thus, they themselves needed to lead by example.
Creating a broader appeal
Next came an inventory, sorting components into assets and liabilities. From there we developed a new identity for PTS, with a more human and legible font, warmer colors, easy-to-handle imagery containing photographs, illustrations and animations, as well as information graphics. Great emphasis was placed on the visual identity being flexible enough to manage a whole range of expressions, from informative to more communicative.
Connecting the elderly
The toughest pressure test was the development of the Digital Help – a digital platform to help the elderly use digital tools to break their isolation due to the COVID-19 pandemic. Digital Help was launched according to plan in December 2020 and thus marked an end to our work with PTS's visual identity. But our collaboration with PTS lives on.
