• 24 january 2018

  • LK chooses Graal to create a common brand platform for the entire Group

LK consists of four companies focusing on the plumbing and shipping industry. The Group employs more than 250 people and operates in Europe, the Middle East, Asia and the United States. In order to synchronize the market communication of the various businesses and strengthen the company's brand equity, LK and Graal developed a common brand platform and consolidated all LK-companies under one brand – LK. The branding process involved employees from all companies. A market survey of 5,000 customers has also been completed.

"The survey shows that the majority of customers already see us as LK, no matter the business area. We cooperate a lot within LK and a common brand platform is a great way to reinforce and clarify our offering. Our business areas get better support and can focus even more on future business development,” comments Dan Paradell, CEO at LK.

"The starting point for the job was to create a common brand platform, but we didn’t want to make any hasty conclusions about the benefits of such a solution. Instead, a comprehensive brand survey was conducted and analyzed carefully from a business perspective. Management wanted the new brand platform to lay the foundation for future growth and profitability," said Emma Nilsson, head of Graal.

External launch of the LK brand starts by informing all customers in January 2018, followed by a number of brand-building communication efforts during the year.

Team at Graal:
Anders Adolvsson, Creative Director
Ann-Christin Lindstedt, Brand Developer
Emma Nilsson, Brand Strategist
Jesper Petersson, Production Manager

23 january 2018

Garantell chooses Graal as a partner to develop a new branding platform

Garantell develops and manufactures high-end mesh wall solutions such as machine guards, warehouse and industrial walls, storage systems and property protection. Offices and production are located in Värnamo, Sweden, and the company’s customers are located throughout Europe.

Thanks to digitization of its production and distribution and increasingly automated sales, the company has experienced a sharp growth in a short period of time. Future development plans are equally ambitious. To support the expansion, Garantell is now developing a brand platform in partnership with Graal.

"It was important for us to do a thorough job to ensure that we incorporate our culture and our heritage. Equally important is, of course, to establish a position that supports strong growth and long-term profitability,” says Mikael Axelsson, founder and CEO at Garantell.

"In my role as a brand strategist, I have never encountered a company so far ahead in digitization as Garantell. It is truly impressive. And it is very exciting to be able to contribute to their further success,” says Emma Nilsson, head of Graal.

During the spring 2017, extensive branding has been carried out to map the company’s visionary framework, positioning and brand promise. External launch is scheduled for 2018.

Team at Graal:
Anders Adolvsson, Creative Director
Ann-Christin Lindstedt, Brand Developer
Emma Nilsson, Brand Strategist

  • 21 October 2015

  • ExpandIT renews their identity

Thousands of companies worldwide rely on products from Denmark-based IT company ExpandIT. With over 40 team members throughout Europe and North America, along with a worldwide partner network, their brand presence is expanding as rapidly as their customers’ IT possibilities. Now as they spread across the globe, they want to bring along more of their Scandinavian roots in their brand look.

True to the tenets of Scandinavian design, we’ve created an identity that is light, simple and squarely elegant. Using a uniquely drawn sans serif typeface with sublime openings and no 90-degree endings, we’ve captured the idea of letters expanding.

15 july 2015

Meet us at the Brand Day seminar during Swedish Open in Båstad

Most companies face a challenge in justifying the added value of their products. Especially as customers increasingly perceive products and services as similar. The only way to gain acceptance for a higher price is to be associated with something out of the ordinary. That’s where so-called meta values come in. In other words, we load the brand with soft parameters customers value. So far, most marketers would agree.

The golden question is: are the meta values you’re focusing on — your brand’s “something extraordinary” — truly sales-driving? The answer may surprise you.

Join us as a special guest for a unique branding seminar focused on just these challenges.

Brand Day, Thursday, July 23

In the dynamic setting of Båstad Week and Swedish Open, you’ll hear from leading brands who’ve found glowing success in their markets. The morning breakfast and power session will bring exciting insights into what drives business value, decisions and sales, followed by lunch and world-class tennis.

Speakers include

  • Patrik Romberg, Senior Vice President for Trelleborg

    • How Trelleborg evolved from a traditional industrial company to a stock market star
  • Clas Thott, Vice President Marketing for Hiab

    • How a respected brand takes on a new dynamic in the global market
  • Mats Rönne, Senior Strategist, former head of branding for Electrolux

    • The fascinating story of how Electrolux condensed its 70 brands down to a handful

Seats are limited. For more details, or to register, email: emma@graal.agency

  • 15 july 2015

  • Save the date: Brand PhD Johan Anselmsson to speak at seminar

Interested in how brands influence choice to increase sales? Then September 4 is for you. We’re excited to announce Johan Anselmsson, Associate Professor responsible for the disciple of Marketing at Lund University, as one of our guest speakers for an exclusive brand seminar.

With eerie accuracy, his unique methods for identifying the factors that really drive customers to buy are used to build strong brands over the long term. Using the latest brand research and a number of real cases, we’ll reveal how you can identify the specific brand associations you need to drive sales.

So save the date and watch for more details here. Already know you can join? Call or email us today to guarantee your seat.

15 july 2015

Avfall Sverige revitalizes its vision

Experts in waste management and recycling, Avfall Sverige is the Swedish Waste Management and Recycling association representing 400 members, including all municipalities (and via them 99.9% of the Swedish population), before legislature, media and other influencers. In 2011 they set forth an ambitious vision, summed up in two words: "Zero waste." Now they’ve begun, together with Graal, the work of further evolving the vision and associated long-term goals in order to clarify municipalities' vital role in achieving this ambition. The vision project launched in spring of 2015 and is scheduled for completion in the autumn.

We are the brand agency that understands international business, using the science of human behavior to drive sales beyond reason