The concept of the campaign “Alter Schwede” was to discover Åke’s world. Little by little the story tells you more about the only inhabitant of Naimakka and his idea to welcome new friends to the coldest place in Sweden. In order to attract a younger demographic, this campaign was created to show Vaillant and their products in a different light. It sought to target to new home owners, young home owners, installers and businesses.
Several films were made that needed housing and a consistent way to tell the story of Åke and the product. The project entailed information architecture, UI/UX design as well as Art Direction, photography briefs and SOM content.
Saatchi & Saatchi
Lead Digital Art Director
Pen and Paper
After all the information and videos were created, I saw the need to organize the architecture hierarchy on the microsite. I created a content priority guide to identify components and their level of importance.
Sketches and idea validation
I sought feedback by sharing sketches, wireframes and ran quick usability tests with my colleagues and random users. From these sessions, the users drove my design to a very clean layout.
The microsite starts by telling the story of Åke, and slowly explaining the campaign and the importance of Vaillant to him. Over time, the website was meant to evolve and mainly show products and fade out the story.
Several modules were created to roll out the microsite in phases. Each phase would have a promotion in place in order to bring traffic to the website.
The modules were simple enough, that overtime they could also showcase the products on their own and still tell a story.
Overpass is a digital typeface, based on the FHWA Series Highway Gothic signage alphabets. It’s playful family allowed to have room to create minimal and clean designs.
The colours chosen for the website come from Vaillant’s CI. The Aqua was updated in order to have a younger, vibrant tone while still remaining on brand.
The design was inspired by the cleanliness of the products Vaillan’t produces. Uncomplicated and effortless. Part of the inspiration comes also from Scandinavian design due to its simplicity, minimalism and functionality.
Often designers go crazy with their ideas and design when it comes to planning for a problem space, however, checking the design compatibility with business needs can result in outstanding results.