SMÅA is a leading unemployment insurance fund in Sweden, catering specifically to self-employed individuals and small business owners. Offering tailored support and financial security, SMÅA provides coverage and assistance during periods of unemployment. With a focus on the unique needs of entrepreneurs, SMÅA ensures that its members receive reliable and comprehensive protection, allowing them to focus on growing their businesses with confidence.
I assisted SMÅA in developing and launching a new website, enhancing its functionality and user experience. I also created a new brand platform and graphic profile to modernize and strengthen their visual identity. Additionally, I developed a comprehensive brand positioning and communication strategy that ensured coherent messaging across all platforms.
To further support their marketing efforts, I designed and implemented an ongoing campaign strategy to engage and attract their target audience. All decisions and strategies were data-driven, ensuring they aligned with SMÅA’s goals and resonated with their members. This holistic approach helped SMÅA enhance their online presence and improve their overall brand perception.
The collaboration with SMÅA began with the development of a new, modern website to optimize the customer journey. The old website was outdated and complicated for regular updates. The project took off with thorough preliminary work, including user studies, interviews, user testing, sitemapping, and the creation of UX/wireframes. Following this, the design and development continued in WordPress. The end result was a modern website with an improved user interface, better structure, and enhanced customer experience.
To maintain brand consistency across all channels, we developed a new brand platform with an updated brand manual. This culminated in a Brand Portal, allowing for easy and efficient updates as SMÅA grows. Based on the work we previously did together with SMÅA, including a revamped digital presence and an active marketing strategy, a new graphic profile was necessary to strengthen the brand’s foundation.
We developed a new brand concept to reach our existing audience and attract new target groups. The concept aimed to create a stronger sense of “We Entrepreneurs” and instill a feeling of a movement and the power of the collective.
Based on the theme “Tillsammans gör vi SMÅA stora” we established a manifesto to set the foundation, a brand film to convey the message, a brand book, TV commercials, and new advertisements.
To foster greater community and inclusion, we created landing pages for foreign-born target groups, offering content in easy-to-read Swedish, English, Polish, Thai, Arabic, and Persian. Additionally, we launched a portal to attract younger audiences with influencer-generated content and an exclusive YouTube series.
