Jernhusen
Bringing pulse to a brand in constant movement
Strategy / Brand System / Guidelines / Spatial Experience
- 570 000+Commuters, travelers & visitors crossing path with Jernhusen everyday.
- 24Billion Swedish Krona property portfolio managed by Jernhusen, now with a unified face.
As Sweden’s largest railway real estate company, Jernhusen plays a central role in the country’s railway infrastructure. By developing and managing stations, depots, and cargo terminals, Jernhusen sets and maintains the rhythm of people and goods, supporting the shift towards more sustainable transportation.
Our task was to translate this constant flow into a visual identity that reflects Jernhusen’s expert position and operational complexity. An identity flexible enough to span a wide range of needs - from safe and inspiring station environments, structured wayfinding systems, and information signage, to a clear and confident corporate identity for B2B communication.
What we did
Brand position – Based on Jernhusen’s strategy and brand architecture, we helped refine its expert positioning to become sharper, more emotional, and more directional, clearly expressing Jernhusen’s role at the heart of Swedish rail infrastructure.
Brand system – Inspired by the rhythm of the city, the new identity brings together motion, structure, and precision into a unified visual language. Designed to work seamlessly across contexts, the system travels naturally from physical station environments and on-site campaigns to communication across all media channels.
Typography – Building on Jernhusen Sans, we developed Jernhusen Display to strengthen impact across communication. Inspired by the robustness of the railway, subtle serif characteristics were introduced - making the typeface expressive enough for a wide range of campaigns.
Guidelines – The entire brand system was packaged into a comprehensive set of guidelines, covering everything from engaging communication and campaigns to corporate identity and wayfinding, ensuring consistency and usability across the organisation.
