The for­est is the hero! The for­est is the future! The Swedish For­est Indus­tries Fed­er­a­tion want­ed to com­mu­ni­cate the end­less pos­si­bil­i­ties with the for­est in a strive for a sus­tain­able future. The chal­lenge was to step away from a com­pli­cat­ed tonal­i­ty and to give the com­mu­ni­ca­tion a clear focus – build­ing an intrigu­ing sto­ry, approach­able regard­less of the audi­ence.

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We took this chal­lenge onboard and pre­sent­ed the for­est in a new and non-con­ven­tion­al way. Togeth­er with the client we set a future vision and a com­mu­ni­ca­tion plat­form. From this we cre­at­ed a com­plete­ly new tone of voice and graph­ic iden­ti­ty based on the sto­ry of a beau­ti­ful and sus­tain­able future in a Bioe­co­nom­ic soci­ety. Inno­v­a­tive mate­ri­als are impor­tant ele­ments in this project. For exam­ple, the cov­er of the Vision state­ment is print­ed on Fibre­Form®, a future mate­r­i­al which can also be used for recy­clable paper bot­tles. Text, Vision state­ment: Mat­tias Jer­sild. Pho­tog­ra­phy: Lennart Dure­hed.