User centered branding / Creative Strategy / Co-creation / Team project
Branding / Strategy / Co-creation
A dedicated digital job platform for
care providers, that helps recognize potential
and leads to new opportunities
uka.se it is a job-matching platform targeting care providers. The company behind the platform is a start-up funded by Lernia, one of the largest education companies in Sweden. When we got on board there was a product vision and a beta version of the website, our challenge was to create a brand to drive an emotional connection between users and uska.se.
Brand strategy and identity, brand book, print and digital applications.
Duration / Year / Project type
6 weeks / 2017 / Hyper Island student project
In close collaboration with our clients, we set out to identify the what, how and why of uska.se through a facilitated workshop format. We used this as the foundation for the brand strategy, along side with competitor research and meeting up with potential users to gain empathy and identify the needs of the people it is all about. We then went into a process of collective visual brainstorming on the brand identity – creating team ownership of the creative process and using the brand strategy as our rationale, to lead the direction over personal taste.
Angelina Ages, Bruno Morais, Camille Segur, Hyunjung Cho, Misaki Tsuchiyama and Saaniya Singhal.
My role was Creative Strategist and
some of my key contributions were:
• I planned and facilitated a user workshop and ensured the design team and our client gained an understanding of user needs and how these could be translated into the design process.
• I carried out analysis and insights, which informed how to define our brand strategy.
• I acted as an advocate for user needs, by giving feedback on visual design to ensure a red thread from strategy to final brand experience.
• I defined the tone of voice and wrote copy for the brand book together with two of my co-students.
Three phased insight process
We facilitated a series of workshops with our client to collaboratively identify the what, how and why of uska.se. Our focus was to align on brand purpose and vision for our coming work, but it also became about creating internal alignment within the newly founded start-up, initiating constructive conversations so three perspectives could become one.
We mapped out the competitive landscape to identify how uska.se could stand out and looked into how experiential and perceptual competitors succeed in connecting with their target audience by cultivating a strong sense of belonging.
We also looked into how we could establish a
long-term need, securing that uska.se would be continuously relevant for users.
We did a workshop with potential users to create empathy for the challenges they experienced when seeking work, to understand their daily routines and what it meant for them to be a care provider. We found that personal relationships to leaders and colleagues played a big part in their current job-search strategy and that they did not trust in existing job platforms.
“A good colleague is direct,
friendly, and shares knowledge“
A qoute from our user workshop, which pointed us towards
how uska.se should feel and sound.
Co-creation and co-ownership within the team and together with our clients, was an essential part of our approach.
Example from our user workshop, which I facilitated: We asked which qualities and values the users identified as most important in a care provider,
because we wanted to create a brand universe that reflected the values of the users and that celebrated what they feel proud about.
We celebrate the work of care
providers and encourage growth
by supporting their potential.
With our dedicated platform,
we incite feelings of
pride, trust, and value.
Evalution through brand values
The brand value model above became the most central point in our strategy. It is based on
our analysis of the three phased insight process and made in collaboration with our client.
We created the model to boil down how we wanted to make the users feel and why.
During our creative process we used it as a rationale to work from and evaluated ideas based on their coherence with the brand values.
We created a brand language,
a flexible system that can be applied in different contexts and dynamically grow –
reflecting the growth of the users.
Building transparent relationships
Coming from a background as in-house designer,
I learnt a lot about building client relationships and working transparently to create trust and to secure that we were on the same page throughout the process.
Diversity makes us better together
Working in a team of 7 people from 7 different countries, provided me with a very meaningful experience in the strength of diversity, co-creation and actively creating space for each other to work effectively together.
Consistancy from strategy into design
Working with a more strategic perspective in this design process gave me a self-awareness of how I am able to contribute both with my analytical strengths and my conceptual understanding, to help secure consistency from strategy into design.