Arctic Securities
Excellence in execution
Project type
Branding, communication and web
Year
2018
Client
Arctic Securities
My role
Design Director / Senior Designer
Arctic Securities is a leading Nordic investment bank operating in a highly competitive, credibility-driven market. Most competitors look the same. The challenge wasn’t to explain what Arctic does. It was to make them stand out — clearly and consistently.
My Role
Defined the digital direction and visual concept
Worked closely with Arctic’s leadership and strategic advisor Nils Petter Norskar to align positioning and communication
Refined the identity system across logo, motion, and interface
Designed the website and core experience
Problem
The category is defined by sameness.
Generic layouts. Neutral colors. Safe language.
Everything looks credible.
Nothing stands out.
At the same time, Arctic’s identity had practical limitations.
The logo was wide and difficult to use across modern digital surfaces — especially on mobile.
The brand lacked both distinction and flexibility.
Insight
In this category, credibility is expected.
Differentiation comes from clarity and presence.
Arctic already had a strong foundation:
the name
the symbol
the Nordic positioning
But it wasn’t fully expressed.
The opportunity was to make that identity visible — not just strategically, but visually and experientially.
Reframing
We didn’t just design a website.
We made Arctic impossible to confuse with anyone else.
Identity System
We kept the symbol.
We changed how it works.
The original wordmark was too wide and hard to use across digital surfaces.
We redesigned it and restructured the relationship between symbol and type, making the identity more compact and flexible.
It now works as both “Arctic Securities” and simply “Arctic”.
Not a redesign.
A refinement.
Motion
We introduced motion to reinforce precision.
The logo animation reflects control, timing, and execution.
It adds behavior to the identity — not decoration.
Visual Concept
The visual direction is built directly from the brand.
Cold blues. Mountains. Ice. Open landscapes.
The Arctic is not a metaphor.
It’s the source.
This creates a distinct atmosphere:
calm
precise
controlled
The visuals don’t decorate the brand.
They define it.
Visual Language
The system is built around control and contrast.
Deep, structured color palette
Nordic imagery and environments
Custom patterns inspired by “North of the ordinary”
Strong, confident typography
Everything is intentional.
Nothing feels generic.
Verbal Identity
We clarified how the brand communicates.
“Excellence in execution” reflects what the company actually delivers.
It’s not a slogan.
It’s a position.
The communication strategy was developed in close collaboration with Nils-Petter Norska, ensuring alignment between what the brand says and how it behaves.
Brand in Practice
The brand is reinforced through real-world proof.
Partnerships like Magnus Carlsen reflect the same idea: precision, performance, and excellence.
The brand doesn’t claim it.
It shows it.
From System to Product
The identity translates directly into the interface:
Layout creates structure
Typography establishes hierarchy
Color directs attention
Imagery builds atmosphere
Motion adds precision
The system defines how the brand behaves — not just how it looks.
Solution
The website communicates positioning immediately.
Large, confident headlines. Clear structure. Minimal noise.
The visual environment reinforces the same idea throughout:
precision, control, and performance.
You don’t compare Arctic to others.
You recognize it instantly.
User Experience
Before:
Generic. Expected.
After:
Distinct. Controlled.
The experience feels:
Structured
Confident
Precise
Impact
The system gives Arctic a clear and differentiated position.
More flexible identity
Stronger visual distinctiveness
Clearer communication
Consistent execution across surfaces
The brand is no longer interchangeable.
Key Insight
If you want to stand out, you have to look like it.
