An inheritance for the future
Communication platform for Stångåstaden Kulturfastigheter
The assignment
Brand identity
Brand communication platform
Vibrant design for historic houses:
Stångåstaden Kulturfastigheter owns and manages culturally historic buildings in Linköping. The company is a wholly-owned subsidiary of Stångåstaden, the city’s largest housing provider.
As a continuation of Byn’s work on Stångåstaden’s new brand platform, the subsidiary has also received new messaging and an adapted visual style. The result is expressive and vibrant – a colourful meeting between history and the future.
The main message – A Legacy for the Future – ties in with the parent company Stångåstaden’s brand promise, ‘The Future Lives Here‘. Because the future of Linköping isn’t just built on what’s new and innovative. It’s also built on what’s old and solid.
In the supporting messages, the grand and the small meet. Here, craftsmanship, building preservation, and details take centre stage. Just like the spirit of discovery, the experiences, and the feeling inherent in the historical. All that is contained within the shared treasure of the people of Linköping.
The colour palette and graphic elements are consistent with Stångåstaden’s brand identity. The imagery features soft tones and contrasts, with dramatic interplay of light and shadows. The colours have a slightly lower saturation for a more subdued, historical feel.
Close-up perspectives of textures and details – a hand-painted tiled stove, a wooden staircase, or tongue-and-groove panelling – are alternated with images showing people in the environments, building preservation, and restoration. Where historical images are available, they should be given prominence.
The messages are divided into four communication areas. One concerns that special feeling of almost being able to travel through time.
