The printing industry in Sweden is facing huge obstacles in the coming years. With a whole generation of workers nearing retirement and hundreds of new jobs needed to be filled yearly in the coming decade, GrafX was launched in 2016 to show young people all the possibilities in this industry. 

Ahead of 2020, I was tasked with doing a rebrand of the initiative to better attract their target group; young high schoolers and recent graduates looking for a future career path. Leading with an intense yellow color, modern and distinct typefaces and rotating logo inspired by the rotary printing press, the end result was a bold and attention-grabbing identity combining hard physical elements of the industry such as cut marks, bleeds and print marks with the rounded and soft elements of the digital world, like chat bubbles and buttons.

My role

• Branding & design
• Concept development
• Web design
• Animation