One of Sweden's most popular online marketplaces, Blocket, was transitioning from a search
engine for pre-loved stuff to a helping hand for all kinds of moments in life. To help them on
this journey, they needed a new strategic platform, narrative and visual identity.
The new brand world is built on the understanding that behind every visit to Blocket lies a
unique human need, and that in fulfilling every such need Blocket is helping someone shape
a happy moment.
I worked on this project in a team while employed at IW Agency.
Blocket Display
With inspiration from the logo's letterforms, Noel Pretorius and María Ramos at NM Type developed a custom display typeface to give Blocket a distinctive and recognisable look.
Photography
The raw and unfiltered imagery style by Erik Wåhlström helps Blocket feel more personal and present, capturing those happy moments in life.
Illustrations & colours
We also developed Blocket's illustrative style, brought to life by Danish illustrators Hvass & Hannibal. To better reflect the true diversity of hair and skin tones, we created a broad range of complementary colours, while Blocket's primary palette remains rooted in the red spectrum.
The result
This project was nominated for Best Graphic Identity in the Swedish design competition Svenska Designpriset in 2021.