VEDUM
Creative direction for a brand built to last.
From product launches and seasonal campaigns to digital experiences, collaborations and brand storytelling, my work at Vedum spanned the many touchpoints of an established Swedish interiors brand.
Role
- Creative Direction
- Visual Designer
Scope
- Creative Direction
- Campaigns
- Brand Communication
PROJECT
- In-house
- Vedum Kök & Bad
Year
- 2017–2018
01. CONTEXT
One brand.
Many ways to meet it.
Vedum is a Swedish interiors brand with roots dating back to 1919, designing and manufacturing kitchens, bathrooms and interior solutions for Scandinavian homes.
Working in-house meant thinking beyond individual campaigns. Communication needed to work across different products, audiences, markets and channels while still feeling unmistakably Vedum.
My work ranged from B2C and B2B communication to product launches, campaigns, print, social content and digital experiences, including content developed for several Nordic markets.
02. The CHallenge
How do you keep an established brand consistent without standing still?
- Distinct enough to get noticed.
- Consistent enough to feel familiar.
- Flexible enough to travel.
Working with an established brand isn’t about reinventing it every time something new needs to be communicated.
The challenge was to find fresh creative expressions for different products, audiences and markets while keeping the bigger brand recognisable and commercially relevant.
Sometimes that meant creating an entire visual world around a product launch.
Sometimes it meant turning one campaign idea into communication across multiple channels. And sometimes it meant looking back at 100 years of history to create something for the future.
03. The thinking
Start with the idea.
Then let it travel.
My approach was rarely to think in isolated deliverables.
A product launch wasn’t simply a brochure. A seasonal campaign wasn’t simply a social post. The stronger idea was always the one that could move between formats, channels and markets while keeping the same feeling intact.
That thinking shaped much of my work at Vedum, from the launch of Zone to seasonal campaigns, editorial collaborations and the concept for Vedum’s 100-year anniversary.
04. SELECTED WORK
Different briefs.
Different creative worlds.
A selection of projects spanning product launches,
brand moments and multi-channel campaigns.
PRODUCT LAUNCH / ZONE
Creating a world around a product.
Zone was built around ideas of balance, stillness and recovery. Rather than treating the launch as conventional product communication, I developed a visual direction around the bathroom as something more than a practical space.
Water, nature, tactile materials, soft movement and contrasting surfaces became part of a world designed to evoke a sense of calm and retreat, while still keeping the product at its centre.
ONE IDEA. MULTIPLE TOUCHPOINTS.
More than a bathroom.
The idea travelled across digital, print and moving image, from atmospheric campaign imagery and tactile material combinations to a launch film where yoga became a symbol of wellbeing and retreat.
ZONE brochure
Social media
Campaign video
RETAIL CAMPAIGN
From showroom to screen.
A commercial kitchen campaign developed as one cohesive visual system across the full customer journey, from large-scale in-store communication, campaign signage and print to social media, video, landing pages and email.
The same visual direction carried across every format, keeping the offer clear and instantly recognisable whether customers encountered it in a showroom, a catalogue, their inbox or on screen.
IN-STORE CAMPAIGN · ROLL-UP · POS MATERIAL
EMAIL & CRM
CATALOGUE
Social media
Campaign film
A CENTURY OF CRAFTSMANSHIP
Looking back to move forward.
For Vedum’s 100-year anniversary, I developed a creative concept rooted in something that had been part of the company since the very beginning: craftsmanship.
Looking through the black-and-white archive photography from Vedum’s early years, I was struck by the pride, skill and simplicity captured in those images. What began as a small joinery workshop in 1919 had grown into a modern manufacturer, but the belief in quality and craftsmanship had remained.
The anniversary became an opportunity to connect those two worlds.
HERITAGE. CRAFT. PROGRESS.
From black & white to gold.
The visual direction began with Vedum’s photographic archive.
The black-and-white images from the company’s early years had a quiet honesty to them. Workshops, skilled hands, simple tools and a business built around craftsmanship.
Black and white became the link to that heritage. Gold represented something different: the value placed on the knowledge, quality and craftsmanship that had been carried forward for a century.
Not luxury for luxury’s sake. Pride in making things well.
ANNIVERSARY IDENTITY
Black, white and gold, with the anniversary emblem used as a debossed detail.
Coffee table book
History worth keeping. An editorial take on Vedum’s first century, bringing together archive material, craftsmanship, people and interiors in a format designed to live beyond the anniversary itself.
ANNIVERSARY COLLECTION
EDITORIAL & ADVERTISING
The Vedum magazine was conceived to bring together 100 years of history and a look towards what came next.
The same anniversary story was then adapted for external communication, including a two-page advertising spread.
IN-STORE · POS MATERIAL
Heritage, place and craftsmanship brought into the in-store experience
IN-STORE · Pin
IN-STORE · folding rule
IN-STORE · ROLL-UP
The same anniversary language, adapted for larger in-store formats.
ADVERTISING
Social media
FROM DIGITAL TO PHYSICAL
What if you could walk through 100 years?
It started with an ordinary passage between Vedum’s offices and production, and a century of stories waiting to be told.
We had access to an extraordinary collection of company history: photographs, catalogues, original tools, archive films, early office equipment, product samples and objects collected over generations.
Inspired by interactive digital timelines, I imagined transforming the space into an immersive journey through Vedum’s first 100 years.
A continuous timeline would connect the past and present through objects to discover, materials to touch, catalogues to browse, films to watch and stories to hear. Even the atmosphere would play a part, with subtle sounds inspired by an old woodworking workshop.
Not simply an exhibition to look at, but a history to step inside and experience through the senses.
From space to experience
The starting point
A new atmosphere
The vision
Making the idea visible
A simple Photoshop sketch explored how an ordinary corridor could become something entirely different.
The digital connection
A condensed digital timeline offered another way to explore Vedum’s history beyond the physical space.
A century brought to life
One continuous journey through 100 years of people, craftsmanship, innovation and change.
The tools behind the story
Original woodworking tools offered a tangible connection to the craftsmanship that started it all.
Craft you can feel
Cabinet profiles, surfaces and materials invited visitors to explore how Vedum’s craftsmanship evolved over time.
Listen to the past
Personal stories and sounds from the past were envisioned to add another dimension to the experience.
The story continues
A hands-on look at Vedum’s latest collections, celebrating 100 years of design while looking ahead to the next century.
A NOTE ON THE PROJECT
I developed the anniversary concept and creative direction in 2018. Several elements were realised after I left Vedum, while others remained concepts. Original work is presented alongside AI-assisted visualisations created to bring the ideas to life.
05. FINAL THOUGHTS
The best ideas start with curiosity.
What I valued most about my time at Vedum was the opportunity to explore ideas from different angles, whether that meant finding a new way to introduce a product, shaping a campaign or imagining what an overlooked space could become.
It taught me the value of knowing a brand from the inside, understanding its people, its history and its ambitions, and using that knowledge to create work that feels both relevant and unexpected.