In 2024 I had the opportunity to create a visual identity for a housing project backed by AF Eiendom and USBL. Fagerblom, in the heart of Fagerborg, is a new development that focuses on giving its residents access to all the beauty our city has to offer.
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The Fagerblom brand is about giving people the freedom to create the life they want to live, whatever that means to each unique resident. Building on that foundational concept, and the name Fagerblom, the visual concept for this identity needed to reference the idea of a full life, a life "in bloom." Visually, the idea starts with a geometric flower that blooms and grows to become a dot grid, which serves as the foundation for the Fagerblom logotype, graphic element, sign concept and number graphics.
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Abstract flower photos further emphasize the idea, while also offering a soft contrast to the geometric shapes used to build the core graphics for the brand. Additionally, combining calm colors like sage green and maroon with more intense shades like the bright red help this identity strike the right balance between a serene sense of home and the lively city beyond Fagerblom’s walls.