In Sweden’s highly competitive telecom market, tactical communication plays a crucial role in driving sales and maintaining visibility. With multiple operators competing for attention through constant promotions and price-driven offers, Telenor needed a stronger and more consistent visual presence across all customer touchpoints.
Working closely with Telenor Sweden’s marketing team, I helped redesign the company’s tactical communication framework to strengthen brand recognition while simplifying campaign production. Historically, the visual expression had become fragmented across channels, making it harder for consumers to instantly recognize Telenor as the sender.
The new design system introduced a distinctive blue visual platform derived from Telenor’s brand identity, creating a stronger and more recognizable foundation for tactical communication. We developed new principles for product presentation, pricing, messaging, and motion design, allowing campaigns to feel both more engaging and more consistent. Product animations were carefully crafted to add energy and perceived quality, while copywriting guidelines shifted towards a more playful and conversational tone.
To support efficient production at scale, I also developed new templates within the AdLayer campaign management platform and introduced motion-driven design elements that brought the visual system to life across digital channels. The framework was designed to work seamlessly across display advertising, online video, CRM communication, retail screens, posters, and in-store marketing.
The result is a cohesive tactical design system that strengthens Telenor’s brand presence while enabling faster production, clearer communication, and greater consistency across channels. Today, the framework serves as a key component in Telenor Sweden’s ongoing efforts to build brand recognition and compete effectively in one of the country’s most challenging markets.