Current number of employees
420
Average rating on delivered projects
5/5
Number of completed projects
4
Background
Formue was founded 26 years ago and is now a leading independent wealth management company in the Nordics. With operations in Sweden, Norway and Denmark, the company helps individuals, families and institutional investors make confident, long-term decisions about their wealth and future.
Jon Kandell, Head of Brand & Marketing at Formue, is responsible for the company’s brand and marketing across all markets. When he stepped into the role, he joined a company with ambitious growth targets and a clear vision: to build the first truly strong brand in wealth management.
– We have a pretty bold goal. We want to become the first real brand in wealth management. We want our target audience to feel that Formue is where they want to be.
To achieve this goal, Formue needed to create a more cohesive yet clearly differentiated brand experience. The company saw a need to bring its design expertise together and create greater consistency across everything it does. When evaluating different options, Formue looked for a partner that could support both the brand and its implementation over time. Klingit’s way of working proved to be a strong fit for those needs.
“New technology and AI need to be part of the workflow today. For us, it was about finding an approach that works over time, and I believe we have achieved that together with Klingit.”
Jon Kandell
Brand & Marketing Director, Formue
Solution
When the collaboration began, the first and most important project was to develop Formue’s brand further and prepare it for the company’s next phase of growth. Together, Formue and Klingit developed an updated identity, clearer guidelines and a more cohesive tone of voice. The goal was to create a brand that better reflected the company’s ambitions while remaining easy to use in practice.
– When we started analyzing the old identity, there was already a lot that worked well. We did not want to throw that away, but rather build on what was already strong. I felt that Klingit understood this very well, and together we managed to create a clearer whole without losing what made the brand recognizable. It was also important to us that the new identity worked well with the opportunities created by generative AI.
Once the identity was in place, the implementation work began, a phase that Jon Kandell considers even more important than the initial development.
– The real work actually begins when the brand needs to be implemented. Many people focus on the identity work itself. For me, it was just as important to create the right conditions for using the brand consistently throughout the organization and scaling production efficiently.
Formue prioritizes close customer relationships and often tailors its communication for specific meetings, which requires both efficiency and a high degree of flexibility. To meet these needs, Klingit and Formue created custom templates, tools and processes that make it easy for more employees to work within the new brand framework, regardless of their previous experience in design or communication.
– We needed to find an approach that works over time, where more people can work within the same framework without compromising quality or consistency. Klingit has been very strong in that regard, both through the way they work and through how new technology and AI have been integrated into the workflow.
Result
For Jon Kandell, the value of the collaboration lies both in the results and in the shared way of working. The updated identity has given Formue a more cohesive brand and an expression that better reflects the company’s ambitions.
The quality of the new brand is very high. But what also stands out is the way we work together. What I really appreciate is Klingit’s unpretentious approach, where we genuinely collaborate to always find the best solution for us as a client. That has laid the foundation for a partnership that works very well over time.
