It takes a collective effort to develop a city an including city centre where everyone feels like they belong. Consid was commissioned to develop a brand platform for NKPG City, a newly founded company with the mission to develop the dynamic city centre of Norrköping, Sweden. The result is a place brand which celebrates the history of Norrköping, simultaneously sets its sights on the future.
Unlike other brands, there is never just one owner of a place brand. Place branding interplay with the physical location, commerce, restaurants, cultural offerings, and people. This in turn, creates a common thread which collectively creates the magic and positioning of a place brand.
With the new branding of NKPG, our vision was to renew the experience of the city and encourage the locals to portray their city from a new, fresh point of view, experiencing competition from nearby city centres and online shopping.
– Jazz or jeans, milkshake, or museum. The key part of the project is the collaborative initiative, strengthening diversity and increasing the attraction of NKPG CITY and creating a unique experience, says Martin Lannering, Head of Design at Consid.
The creative work was based on Norrköping’s central values – Diversity, Dynamism, Constant Transformation and Water. With these values in mind, we brainstormed ideas reflecting the brand with confidence and relevance, creating a solid base to develop the visual communication and messages.
The brand inspiration rooted from Norrköping’s industrial history, influencing the city’s unique architectural profile. The logo has a boxy, mechanical design, inspired by old packaging stamps and markings of industrial facades and cargo containers.
– By collaborating, we are creating a more safe, pleasant city centre with a pulse, where everyone feels welcome, says Stina Storm, CEO of NKPG CITY.
The typography of the brand consists of typefaces reminiscent of old-time typewriters and early computerization. Using colours consisting of a palette of blue, green, yellow, and pink, inspired by the city’s distinct parts of watercourses, nature, parks, avenues, façade colours and its well-known yellow trams. Further, we visualized the experiences of NKPG City through photography, we are portraying curiosity and joy, urban diversity, smells and tastes, relationships.
In addition to developing the concept, name, and visual identity for the place brand of NKPG City, Consid was involved in the rollout of the brand. We have designed the city’s common gift card and shop, new website with associated brand content and produced pictures, illustrations, brochure, office templates, business cards, etc.
About NKPG City
NKPG City is a company co-owned by the business community – property owners, retail, hotels, and restaurants as well as many other types of companies and organizations. Together with Norrköping Municipality, the goal is to develop and strengthen city centre of Norrköping by making the city centre safe, accessible, and sustainable by communication and marketing that attracts more visitors.
Do you want to know more?
Send us a message and we'll get back to you.
More projects we've helped our customers with
Communication concept gives Malmbergs a clear direction – We are generation Zero
We helped Malmberg develop a new communication concept, based on the vision & mission: We are generation Zero. A forward direction for the entire company.
NKPG City new brand platform – celebrates Norrköping’s history and aims for the future
Consid has developed a new branding platform for NKPG City. A place brand that celebrates Norrköping's history & aims for the future.
Odinwell has developed a unique and patented optical technology for the development of smart wound care dressings. Consid-owned Paradigm had the opportunity to develop the brand and prepare for this summer's IPO.
The authority for vocational college
"My pages" - based on the customer's business & not on users & their needs. Our assignment included research, requirements, design, development & communication around the new service portal.
In 2020, Consid was given the confidence to take over as a complete supplier for MADE Stickers, with a clear mission to ensure great growth for e-commerce, both in Sweden and internationally.
Akademibokhandeln, Bokus & Bokus Play
Consid Communication helped create a film concept for recruitment and employer branding for Akademibokhandeln, Bokus and Bokus Play.
MoA Learning Center
Consid developed a campaign concept for MoA Learning Center. Three short films show how the step to the dream job is not far away.
When Morakniv was about to relaunch its model with an updated design, Consid Communication created a concept and a launch film - watch it here!
Brunngård: Shoe Shame
We helped Shoe Shames reach its young target audience with a communication that is modern, relevant & credible, in a cost-effective way.
Abecita Art Museum
We helped Abecita develop the concept "Take an art break". A concept that can land in a variety of creative ideas, regardless of channel choice.
SSAB Icones and Icon library
SSAB's use of icons & illustrations lacked consistency. We helped them develop a clear & distinctive icon that would work.
Care of Sweden’s new graphic profile
Care of Sweden was in need of a new graphic profile and a communicative update. We helped them out. Read more here.