Case Study

Hässleholm Miljö

New brand identity for Hässleholm Miljö

When Hässleholm Miljö faced the need to establish a strong and cohesive brand identity following the merger of several business areas, they approached us at Consid. Together, we developed a new visual and strategic identity. The goal was to create a brand that not only reflects the company’s commitment to sustainability but also strengthens its connection to the local community and residents of Hässleholm. Through our collaboration with Consid, a comprehensive brand platform was created and launched, including a graphic profile and a sharpened vision that inspires and clearly communicates Hässleholm Miljö’s significance and role for both citizens and society at large.

Our aim is for the brand experience to resonate with the target audience’s needs. In doing so, we can engage the audience in a more impactful and relevant way. Insights showed us that citizens, employees, and future generations felt or wanted to feel hope and joy, emotions that we incorporated into the creative process. Through extensive research, we also identified that a local focus was more important than a global perspective and that the common notion of ‘guilt and shame’ didn’t resonate with the audience. – Lia Eriksson, Creative Director at Consid.

Background

Hässleholm Miljö AB (HMAB) is a commercial municipal company within the municipality of Hässleholm, responsible for offering innovative and cost-effective services in water and sewage, energy, and waste management. The company has long been a pioneer in environmental initiatives and was, for example, the first municipality in Sweden to introduce comprehensive waste sorting. In 2021, a new milestone was reached when Hässleholm’s water services became part of HMAB, accelerating the need to redefine the overall brand.

The assignment

Consid was selected as the communications partner by Hässleholm Miljö AB (HMAB) with a clear mission to create a modern, user-friendly, and attractive brand for the new Hässleholm Miljö. The goal was to develop a brand identity that the entire company could embrace while positively impacting the daily lives of Hässleholm’s residents. The assignment included everything from strategic work and the formulation of a new vision to developing a brand narrative, tone of voice, content strategy, campaign concepts, a new graphic profile, and a website. This comprehensive approach aimed to unify the company’s diverse business areas under a shared identity that reflects HMAB’s commitment to sustainability and community development.

From the start, the goal was not only to strengthen the brand but also to position Hässleholm Miljö to be better equipped for future challenges, with a clear and modern identity that permeates the entire organization, says Lia Eriksson, Creative Director at Consid.

Work Process

The project began with extensive research, including local knowledge, trend analysis, interviews with key figures, and workshops with the leadership team. This laid the foundation for the development of the brand’s personality and narrative. At the same time, internal strategic work was underway, aimed at 2030, which led to the formulation of a new vision for the company. Following the research, the brand strategy was packaged into a brand platform that included the mission, vision, values, and brand promises. The visual identity was modernized, including a redesign of the logo and the creation of a comprehensive graphic profile to be used across all channels.

The new brand platform was first presented internally at a staff event. External launch followed with an updated website, improved functionality, clearer structure, and a brand-building campaign that was visible both throughout the municipality and in digital channels.

The team from Consid guided us through the entire process with clear models, creative discussions, and solid organization. I truly appreciated the clarity of the path forward, and it was easy to trust the process throughout. It’s hard to describe the feeling of joy when everything finally came together, says Emma-Karin Trygg Vincic, Marketing Director and Project Manager at HMAB.

Bus stop with posters promoting sustainability topics like water conservation and food waste reduction.

Results

The new brand identity for Hässleholm Miljö was met with great enthusiasm both internally and externally. The launch resulted in a stronger and more cohesive profile that clearly reflects its role as an optimistic, reliable, and vital player in environmental and sustainability efforts.

The website received an upgrade in terms of functionality, design, and content, improving the user experience and increasing the company’s online visibility. Additionally, the strategic work with social media contributed to strengthening the internal organization and enhancing the brand’s personality, making it easier to reach the right audience with relevant messages at the right time. This holistic approach has helped Hässleholm Miljö further establish its position and presence as a modern and sustainable company aligned with future demands.

I am pleased that we persevered and focused on the overall picture and its various elements. Now we have a clear and stable foundation to build upon. Aligning the strategic work with the brand development was truly a success factor – it ensured that everything was cohesive and mutually supportive, says Emma-Karin Trygg Vincic.

Three mobile screens displaying Hässleholm Miljö Instagram stories about food waste reduction, March for Water event, and environmental awareness.

Get inspired by the new identity

Enjoy a brief and inspiring video that highlights Hässleholm Miljö's new graphic identity. Complete the form to discover how their dedication to sustainability and the local community is portrayed.

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