Ragn-Sells, Bring, Vasakronan & Stockholms Stad
#Älskade Stad
Project Background
About the project
How do you optimize city logistics to reduce emissions and traffic? Ragn-Sells (waste management) and Bring (logistics) had a brilliant idea: use the exact same electric vehicles to deliver parcels on the way in, and collect waste on the way out. They needed a shared concept that could function as a joint movement, rather than just another corporate sub-brand. The initiative quickly expanded, onboarding major players like Vasakronan and Stockholms Stad, and has since been recognized globally as a scalable model for sustainable urban environments.
Strategic Execution
Uniting industry giants through strategic neutrality.
The core challenge of this project was highly complex: how do you get industry giants to collaborate under a single banner without getting bogged down in corporate egos, color palettes, and brand hierarchy? The partners didn’t need another corporate sub-brand; they needed an irresistible movement.
To solve this, I designed a visual identity built on strategic neutrality. Instead of fighting over brand dominance, I anchored the design in yellow – the only primary color both Ragn-Sells and Bring shared in their existing profiles, and paired it with a clean, neutral white. This intentionally bypassed the distinct color coding of the transport industry (where DHL owns yellow, PostNord owns blue, and Schenker owns red).
The result was #ÄlskadeStad (Beloved City). The name and the aesthetic were so inherently positive and strategically undeniable that the partners bought into the vision immediately, without friction. What started as a logistics experiment rapidly evolved into an award winning platform and a recognized blueprint for sustainable urban logistics. Proving the power of a compact, scalable business model, the initiative expanded across borders. Successfully launched in Norway as #Elskedeby and earned international attention from the BBC as a tangible framework to reach the 2030 Global Goals.
Amplifying the movement
A brand movement needs momentum to thrive. To capture the real world impact and scale of #ÄlskadeStad, I produced a series of short documentary style films. Instead of standard corporate videos, the focus was on genuine activation and political endorsement. This included securing an on-camera interview with then, Minister Karolina Skog, who praised the initiative’s impact, as well as documenting Erik Wastesson’s PR-ride to the Almedalen political week in one of the electric cargo bikes. It’s about proving the concept in reality, not just on paper.
