Being insured in the early 1900s was not a given. In 1925, the two companies Samarbete (Cooperation) and Folket (The People) merged to form what would eventually become known as Folksam. Since then, Folksam has been on a mission to create better conditions and greater security for everyday people by sharing risk.

Folksam approached us with a fragmented and outdated identity that lacked digital relevance and did not meet accessibility standards. Our task was to revitalize the brand and align it with their new strategic direction. We created an accessible design system that not only embraces digital-first principles but also honors Folksam’s legacy of empathy and courage.

The new identity draws inspiration from what insurance represents, strength in unity, and portrays Folksam as a collective force.

Created at Bold Scandinavia together with Victor Nilsson, Charlotte Källström, Torbjörn Kihlberg, Robin Burevall, Joar Lenz, Charlotte Lusiak, Ellen Heurlin and Franziska Engsner.

Typeface by Baptiste Guesnon. Illustration by An Chen.