RE-AK – A collaboration with Kalmar Atletklubb

The new identity of the club doesn’t just lay in redesigning the logotype […] it has to be based on a well thought out concept and analysis of their core values as well as the main focus of what’s the club actually about, and later to communicate this reality – Andreea Bindar, VC+C student

Working with a club whose history goes back to almost hundred years is a huge responsibility which requires a lot of work and considerate decisions which are built up on research and long discussions. A huge change like this can be hard for the club to accept […] They have to be open and involve us in their club so we can do our research and observations which is going to lead us to the best potential final result. – Gréta Balog, VC+C student

By observing him [Erik] in the gym as well as the other gym members we are able to take in to consideration everyones’ needs. We have done this by using techniques and tools, such as empathy maps and other ideation processes. We aim to create a multicultural profile by redesigning the digital interface and organising an open house to introduce the new visual identity and bring in a more diverse clientele. – Anna McCarthy, VC+C student