2019

Allas

Every Woman Has a Story

Scope

Design Strategy

Tagline

Visual Identity

Art Direction

Once one of Sweden’s most popular women’s magazines, Allas re-launched as a digital platform in 2019 to reclaim its former glory. Its new iteration provides an online home for Swedish-language women’s journalism focused on storytelling, recipes, health and relationships.

2019

Allas

Every Woman Has a Story

Once one of Sweden’s most popular women’s magazines, Allas re-launched as a digital platform in 2019 to reclaim its former glory. Its new iteration provides an online home for Swedish-language women’s journalism focused on storytelling, recipes, health and relationships.

Scope

Design Strategy

Tagline

Visual Identity

Art Direction

01

Insight

Allas is a title with a rich history in print, but to appeal to a more modern, digital-first audience, a wholly new approach was required that spoke to the elemental and universal nature of storytelling as a vehicle for communication.

02

Concept

The Allas brand is built around the tagline ‘every woman has a story’, reflecting the diversity of the Allas audience and the multitude of themes explored in the magazine’s articles. Storytelling is the theme that binds all the visual elements of the Allas brand.

03

Solution

Building on this tagline, speech bubbles are incorporated throughout all the Allas brand assets; a custom-drawn word mark, a variety of patterns and a suite of visual elements. It’s a clear motif that’s ideal for a digital-first brand, functioning equally well at large and small dimensions.

Curious of how we work?
See our approach

Stories are communicated in all details of the visual identity using a speech bubble. The speech bubble is present in the logotype, in patterns, quotation marks, and in visual elements for social media.