Background: The Swedish Handicraft Association has been around for more than 100 years. With over 17 000 members, 22 regional offices and 8 retail shops they’ve had a big challenge to gather everything under one name and one brand.
The case: We transformed the typical associations with Swedish handicraft of old butter knifes and knitting into everything made by hand, thus creating something modern but also incorporating a rich history of knowledge and experience. We created a logotype that could be either made by hand on a flat surface, or be built up by wood, stone or concrete. The whole organization decided to merge under one brand in 2013 where all 60 board members made the Mexican wave.