At Länsförsäkringar, I modernized the digital brand identity in collaboration with Identity Works — leading the creation of a design system adopted across web, mobile, and internal platforms. Won Best App & Web 2017.
Client
Länsförsäkringar (with Identity Works)
Duration
1 year (Mar 2016 - Feb 2017)
Team
Cross-functional with designers, developers, and brand team
Role
Art Director Consultant
Länsförsäkringar had a fragmented digital presence spread across a website, mobile app, bank portal, and internal insurance tools — each with its own visual language. Customers experienced a disjointed brand every time they moved between channels. The company needed a unified digital identity that stayed true to their local roots.
Led a 5-week design sprint to generate ideas and prototypes for all major platforms. Then transitioned into an Art Director consultant role to ensure consistent application of the new system across all teams. Built a comprehensive cross-platform design system using Figma, component libraries, and design tokens — covering web, iOS, Android, and internal portals. Collaborated with accessibility specialists Funka throughout.
Awarded Best App & Web 2017. Launched a unified digital experience across all platforms that served millions of Swedish customers. The design system became the long-term foundation for Länsförsäkringar's product development — still in active use years after launch.
Conducted a comprehensive audit of existing digital properties, mapping inconsistencies and pain points across web, mobile, and internal tools. Collaborated with the Länsförsäkringar brand team to understand their values — particularly their emphasis on local ownership and community presence — and translated these into digital design principles.
Built a complete design system from the ground up in Figma: design tokens for color, typography, spacing, and motion; modular components that scaled across iOS, Android, and web; and thorough documentation for implementation teams. Every component was built to be both flexible and consistently branded.
Rolled the system out across all platforms while working directly with development teams to ensure pixel-perfect implementation. Trained internal designers and developers on system usage and governance. Set up accessibility guidelines meeting WCAG standards in collaboration with Funka, Sweden's leading accessibility consultancy.
The new unified digital experience launched in late 2016 and won Best App & Web 2017. The design system created a scalable foundation that the Länsförsäkringar team could build on independently — and which remained in use long after the initial engagement ended.
Daniel is a skilled Art Director with an eye for detail. He works super fast and comes up with suggestions for new approaches. He maintains a high pace with high quality. Daniel has been part of the process to develop Länsförsäkringar's new digital expression and we have had high pressure but so much fun during the time. Good luck going forward, hope we get to work together again soon :)
Liza Hansson
Strategic Lead Designer at Variant Sverige
Next Project
Vromm - Driving Instruction App