Fredensborg Group is a real estate investment company with a Nordic heritage and a Pan-European investment portfolio who needed help launching their new global investment brand, Heim. They needed a brand identity with a simple and iconic expression, a profile with a responsible outlook, and a global feel with roots going back to its Nordic heritage.
Based on Heim’s vision to invest in sustainable, long-term projects serving needs of both current and future generations, we developed a brand narrative and visual identity that took a softer and more human approach to the otherwise hard and factual industry of investment.
The visual identity is a story of Scandinavian simplicity and humanity with a warm colour palette that is inspired by the very nature that Heim care for in every investment.
The logo is designed around the horizontal bar in the H that works as a portal, allowing people to look into a bright future built on responsible, long-term investments. The bar becomes an iconic symbol for the Heim brand and – with it – the H an iconic brand carrier throughout the entire visual system. Using motion as a central mechanism in the visual storytelling, the H animates from a simple dot into the iconic H portal that we then travel through, inviting the viewer into the future with Heim.
The new visual identity has a distinctive and simplistic expression with a softer and more human feel that stands out in the investment category. It was brought to life in a series of guiding brand templates and applications and an engaging launch website to present Heim’s new brand and business to potential investors.