Grow

Challenge

The purpose of creating the visual identity for The Royal Wedding was to achieve a consistent impression across everything associated with it.

Our collaboration with The Royal Court and the Crown Princess couple began in the spring of 2009 with the assignment of creating the visual identity. It also included collecting the output of the work into a visual guideline document. This document came to act as an all-encompassing guiding tool for events, communication, products and 3D environments during the period before and up until the date of the Crown Princess couple’s wedding.

In connection with The Royal Wedding, a wedding signature was created. It tied to the Crown Princess couple’s monogram and, together with the other graphic elements, laid the foundation of the visual identity.

The graphic elements consist of a pattern that originates from The Drottningholm Palace. The original pattern has been refined and a more personal and relevant impression has been achieved by the inclusion of the crown representing the order of succession to the throne. The star in the pattern represents the Nordic Star, another well-known national symbol. The color palette draws its inspiration from elements associated with Sweden, The Royal Court and summertime with all its beauty, with the color white long being symbolic in wedding ceremonies.

The Swedish summer garden is the basis for the theme of the floral arrangements, where the most beautiful flora that Sweden has to offer during the season is elevated and brought forward.

Communication

The assignment also included actively developing and securing the execution of the visual identity in areas such as its exposure in the city landscape and commercial spaces, decorating official events and happenings, invitations and all other types of printed, digital and web material.

It has been a great honor to design and conceptualize the invitations and event material for the royal festivities, as well as coordinate the visual guideline towards state departments, public authorities and organizations on both a national and a global level.

Our assignment from The Royal Court also involved the strategic and tactical planning of the press releases at the launch of The Royal Wedding visual identity as well as the launch of The Official Wedding Series.

THE OFFICIAL WEDDING SERIES

In collaboration with The Royal Court, we also initiated, developed and executed the concept for and around The Official Wedding Series. Included in the assignment was establishing licensing agreements for selected licensees as well as aiding The Royal Court in the establishment of The Crown Princess Couple’s Wedding Foundation. The foundation aims to prevent social isolation and promote good health among children and youth in Sweden.

The assignment for The Official Wedding Series thereafter universally included the designing, coordinating and packaging of products within the series for brands such as Cloetta, Kiviks Musteri and Weibulls, among others. This collaboration also involved developing communication material for some of those products.

The Official Wedding Series was successfully launched during the Formex Fair in January 2010 by way of a large press conference, a 100 square meter trade booth designed by us and various communication material associated with the event.