Svenskt Friluftsliv
Svensk Friluftsliv (Swedish Outdoor Life) is an umbrella organization for 28 non-profit outdoor organizations in Sweden. Through these outdoor organizations, Svensk Friluftsliv represents 1.8 million memberships, of which about 300,000 are children and youth. Together, the organizations consist of nearly 7,000 local and regional associations. Svenskt Friluftsliv represents the non-profit outdoor organizations in Sweden and acts as a spokesperson towards the government, parliament, and authorities.
Is outdoor life more than just being out in the woods and nature? Yes, according to Svensk Friluftsliv. When the urban outdoor space also became a natural part of the arena, their visual identity needed to be revised. This required updating and adjusting their website so that they can easily manage it themselves in the future.
The result was an identity rooted in history, where the symbol is a direct connection to the organization’s purpose: to point the way for outdoor life in Sweden. With a natural color palette and typography reflected in the wordmark, we have advanced the brands direction and brought them into a contemporary context. The imagery has been expanded to include the urban outdoor space. Svenskt Friluftsliv is an organization that shares reports and studies, which is reflected in the grid system, where everything is divided equally based on the number of parts needed on a unit.
The work on the project consisted of me and another Graphic designer. I designed and developed the new website.
