Brand attributes (forerunner, doer, approachable) worked as design drivers for visual identity development. Nefco wanted to avoid the bland and toneless identity often associated with bureaucratic actors, from which Nefco wanted to stand out. The aim was to create an inviting and hopeful identity that brings out the hands-on attitude (green projects are happening in real life) Nefco represents.

We designed an identity full of poppy colors inspired by Nordic nature (Nefco Green, Bluebell, Ice Blue, Raspberry Pink, Breath of Spring). For the brand typography, we wanted a straightforward and clear choice, suitable for communicating Nefco's strong messages, and chose Spezia, a neo-grotesque typeface with a sense of simplicity. As a contrast for typography and to bring out the doer attitude Nefco represents, we created hand-drawn illustrations with a fast and effortless-looking style. For the logo, we used brand typography, with a bit of craft, by subtly bringing the forms of sprouts/leaves to the details of the letters. The layouts are airy and simple, with Nefco's messages in the central role. Niklas Sandström took the first set of brand photos in a summery Helsinki.