Kavla Upp
Intro
Kavla Upp was a national campaign to spread the importance of vaccination in the fight against COVID-19. Sveriges Kommunikationsbyråer (KOMM) led it and agencies across Sweden executed it.
I designed the campaign website, the place where companies and organizations could read about the campaign and pick up the material to run it themselves.
I designed the campaign website, the place where companies and organizations could read about the campaign and pick up the material to run it themselves.
Challenge
Two things pulled in opposite directions.
The site needed to carry the campaign’s emotional weight, since this was public health messaging in the middle of a pandemic and it had to feel like something worth joining. But the people using it were marketing departments with a job to do. Find the assets, download them, get them out. Pure atmosphere would have wasted their time. A bare asset library would have given them no reason to care.
The campaign was also a collective effort across many agencies and stakeholders, on a timeline measured in weeks. I presented, defended and adjusted design decisions fast, without letting the site lose coherence every time it changed.
The site needed to carry the campaign’s emotional weight, since this was public health messaging in the middle of a pandemic and it had to feel like something worth joining. But the people using it were marketing departments with a job to do. Find the assets, download them, get them out. Pure atmosphere would have wasted their time. A bare asset library would have given them no reason to care.
The campaign was also a collective effort across many agencies and stakeholders, on a timeline measured in weeks. I presented, defended and adjusted design decisions fast, without letting the site lose coherence every time it changed.
Design
The site opens with an animated version of the campaign logo over a slideshow of public figures who had put their name behind the message. That is the emotional case, made in the first screen, before anything is asked of the visitor.
Everything below is built for the task. Scroll once and the marketing material is there to download, next to the background on the campaign and its purpose. There is no navigation to learn and nothing standing between a visitor and the assets they came for.
Through the weeks of production I presented the design to all stakeholders, collected feedback and adjusted continuously, keeping the pace the campaign needed.
Everything below is built for the task. Scroll once and the marketing material is there to download, next to the background on the campaign and its purpose. There is no navigation to learn and nothing standing between a visitor and the assets they came for.
Through the weeks of production I presented the design to all stakeholders, collected feedback and adjusted continuously, keeping the pace the campaign needed.
Result
The site went live inside the campaign’s few-week window and became the central pick-up point for organizations joining Kavla Upp. One page that explained the campaign and handed over everything needed to run it.
Feeling first, function immediately after. That structure let marketing departments act within a single scroll and still left the campaign’s message intact.
Feeling first, function immediately after. That structure let marketing departments act within a single scroll and still left the campaign’s message intact.
Creative Direction
Antonio Afonso
Project Management
Karolina Sturén
UX/UI Design
Eric Jacobson
Frontend Development
Adin Ehnsiö