“Klingit works like a natural extension of our team”

Customer management company Lime has revamped its visual identity and website with the help of Klingit. Lina Andolf-Orup, Marketing Director at Lime, is thrilled with the results.

3 min read

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Lime was founded in 1990 in a basement in Lund by three young technicians. They had the vision to build software that actually worked and created value for customers. Over the years, the company has offered various CRM solutions and grown steadily since its inception. Today, Lime employs over 400 people across seven different markets.

Lina Andolf-Orup is the CMO for Lime and joined a year and a half ago. She is responsible for the company’s marketing team and overall offering. Her team consists of 16 people specializing in everything from digital marketing to copywriting, web development, and graphic design.
– A lot of my work involves supporting the team and continuously following up on the work in our various markets. We are very data-driven and work digitally with marketing, which means a large part of our workdays involves iterating on improvements based on new insights.

Lime has acquired several companies to broaden and complement its core offerings, including the German company Userlike. As the offerings expanded and the company grew internationally, Lime’s brand needed a revamp.
– We had reached a point where we were something different than what was expressed in our visual identity. Therefore, we decided to update our graphic expression to better reflect who we are today. For me, it was important that the entire organization felt involved in the decision and could stand behind the choices we made, so it was a priority to make the branding work a joint project involving several parts of the organization.


When Lina Andolf-Orup conducted research for the branding work, she was impressed by Klingit’s offer. The combination of flexibility and expertise was a perfect match for Lime.
– Many of the companies we talked to during the procurement phase suggested we undertake very big projects that were non-transparent cost-wise. Klingit’s offer was both clear and cost-effective. The method appealed to us because we wanted to be highly involved and own our strategy and choices. Working with Klingit felt like having an extended team, even though we never met in person.

Together with Klingit, two parallel projects were initiated, one to update the visual identity and one to build a new website. The projects were then woven together into a web design project that resulted in Lime’s recently launched website. Lina Andolf-Orup sees great advantages in having access to Klingit’s digital production platform during the work.
– It becomes much smoother than managing things in many different places. Here, the entire team can collaborate efficiently while maintaining structure and clarity. It has saved us a lot of time and confusion to work on your platform.


Lina Andolf-Orup and her team are very satisfied with the results and have continued to collaborate with Klingit since the larger initial projects were completed. Today, they receive ongoing help with the production of graphic design.
– Klingit quickly captured the essence of what we wanted to achieve, and the approach was always professional and friendly. Klingit’s solution suits a modern company like ours. I also appreciated the transparent and tight communication throughout the entire process, which really distinguishes Klingit.

Lina Andolf-Orup sees Klingit as a long-term future partner to support the company’s marketing department with skills and resources going forward.
– We look forward to continuing to work with Klingit – sometimes more, sometimes less, but that’s one of the advantages of the model, that we can scale up and down as needed.

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