Project
Gårdslunden
Client
Alecta Fastigheter
Year
2025 - 2026
Scope of work
Visual Identity, communication and content
Kungsholmens best kept secret, told and sold.
Commissioned by Alecta Fastigheter, Atelier developed a visual identity for the property and the project, and handled the packaging and communication for the launch and sale of the 39 cooperative apartments.
Gårdslunden was designed by Okidoki, which held overall responsibility for the project’s design. Through a close and integrated working process, architecture, identity, and communication were able to develop in parallel—a key factor for success in achieving both clarity and a cohesive whole.
The visual identity drew inspiration from the building’s warm, natural aesthetic, referencing fine craftsmanship and classic architecture. But also from classic life style magazines and coffe table litterature wich clearly has influenced the typography and design language. The logo’s flowing forms mirror the lush courtyard—a motif echoed in the typography, color palette, and choice of materials—all designed to capture the spirit and character of the oasis taking shape in this downtown courtyard.
To visualize what could not yet be seen with the naked eye, craft Gårdslunden’s narrative, and build an attractive offering centered around your future dream home was at the very heart of this project.
When the communication around this project were to be launched, still no building was in place. All residences were to be sold before the house was finished. This demanded a exceptionally abmitious work with visualisations, project packaging, information handeling and storytelling.
Through editorial content, advertising, and a bespoke magazine, we showcased both the homes of Gårdslunden and life in the Fridhemsplan area. To broaden our presence, we also launched an Instagram account which, combined with targeted campaigns, helped build momentum ahead of the sales launch.
With a cohesive aesthetic and a clear identity, we rapidly built strong awareness of Brf Gårdslunden among a select target audience. With over 800 registrations for the preview viewing, the exclusive homes sold out within a few days.
