Branding/Logo design/UX design/Marketing/Copywriting
A new district of Malmö is being shaped and constructed – Sege Park. The district is meant to be suitable for family’s wanting to stay in the city, while still being surrounded by parks and greenery. One of Sege Park’s goals is to offer a farm lot to each and every of the citizens that wants to engage in gardening and cultivation, as well as offer opportunities for sharing economy between the households.
Sege Park does not yet have any visual or brand identity – so I made one, based on the existing goals and input values. This project is entirely fictional, while Sege Park completely real.
Visual identity
The visual identity is based on the value of a green life and living, as well matching the standards of modern city branding and its clean strokes and uncomplicated typography.
Campaign no. I – focus cultivation/farming (odling)
The first campaign focuses on Sege Park’s vision of offering its citizens a farm lot. It also focuses on inclusivity and can be summarized and translated to: ”everyone can farm!”. This campaign is meant to reach the people not yet living in Sege Park, and hopefully interest them to do so.
Campaign no.II – focus sharing economy (delningsekonomi)
The second campaign focuses on the sharing economy-part of the district. The copy is quite straight forward and is meant to mediate the message of: ”this is not mine – it’s ours”. The tote bag is supposed to be used and worn by the citizens, as a sustainable product that displays the values of Sege Park.
Campaign no. III – focus health/physical exercise (hälsa/träning)
The third campaign is a bit further off the fundamental vision. Through making a persona of the common citizen in Sege Park I came to the conclusion that the same person that values green living, sharing economy and city life, also values health and physical exercise. This campaign is a re-usable water bottle that both signals a sustainable way of thinking about bottled water and refers to its owners work-out mentality. This through the double-edged copy that translates to: ”I’m never run out” (which is actually not a great translation to english. If the campaign would be in english I would write ”I run – I never run out”.
Website
This is a mockup of a landing page for Sege Park. Here, the citizens should be able to connect with each other, the district could share information and not yet citizens could find more information about Sege Park. The design is supposed to make the web site easily oriented, while maintaining the range of the visual identity.
