A big player with a big heart and a unique voice

Rich history, bright future


Skandia has a long and rich history. In fact, the company provided the very first life insurance ever available in Sweden. When the Stockholm Stock Exchange opened in 1863, Skandia stocks were amongst the first to be sold. Today, the company keeps pushing forward, making it easier than ever for everyday people to enjoy the present and worry less about tomorrow.


Clarifying the position


There used to be some confusion regarding who Skandia are and what they do. Most people thought of them as just another retail bank. So, in 2016, a strategic decision was made – Skandia is a life insurance company. A big player that cares about and invests in our world. Also, a long and proven track record doesn’t mean you’re old. It means you know how to move fast forward.

Defining the brand to be


At the end of 2016, Essen was brought in to help Skandia reposition themselves. At first, we worked hard to figure out what these words actually mean and how they should be put into practice. Who are the customers? What keeps them up at night? How can we help them? What are their requirements on a digital product today? Insights were formulated. Design principles were developed.

Packaging products you cant touch


Figuring out how to explain and sell products you can’t see is a big part of the job when working with Skandia. Take pension, for instance. It’s abstract. It’s complex. We wanted to make it tangible. As a result, we literally packaged Skandia’s prioritized products and developed new names and benefits. Now, it’s hopefully a whole lot easier to make informed decisions about your future.

No stone left unturned


Repositioning Skandia, while also developing new ways to present their products, has had consequences for almost every single touch point. We’ve modernized the visual identity. We’ve updated web pages, newsletters, ads and banners. We’ve done a lot of print stuff too. Glossy magazines, brochures, factual reports, etc. We’ve even done trains! (It’s a big task and loads of fun.)

New imagery for the new image


One of the most visible things we’ve done for Skandia’s is their new image bank. Almost 100 new photographs, 3D renders and animations have been developed in collaboration with photographer Klara G and 3D artist Elias Klingén. Each of them with a clear message. All in the same look and feel – premium yet warm, human and a tiny bit quirky.

“Essen has worked continuously and across disciplines to solve one of our biggest challenges – to make the difficult easy and the challenging engaging. They've really helped us stand out, and I believe we're now perceived as more accessible as well as more attractive.”

Per Lundh, Brand Strategist, Skandia

A gradual revolution


Skandia is big company, and the repositioning we’ve done together has been a gradual change, not a sudden revolution. That being said, looking back at where we started just two years ago, the change is as dramatic as any rebranding we’ve ever done. Today, they have a clear position. Theyre a big player with a big heart and a unique voice.


  • Brand architecture

  • Brand platform

  • Brand positioning

  • Naming

  • Communication Strategy


  • Visual identity

  • Verbal identity

  • Iconography

  • Illustrations

  • Motion design

  • UX/UI design

  • Packaging

  • Websites and apps

  • Retail/Environmental

  • Guidelines/Brand portals

  • Copywriting

  • Photography direction and production

  • Motion video direction and production

  • Design templates

  • Office templates

  • Prototyping