Project for Veidekke
Turning Brand Positioning into a 360° Campaign
To support Veidekke’s strategic brand positioning, I developed a 360° campaign concept that translated the idea of Bygger med hjärta (Building with the heart) into a fully integrated communication platform. The campaign was designed to bring the positioning to life across internal and external touchpoints, turning a brand idea into something visible, relevant, and emotionally engaging.
Nationwide 360° Campaign
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Veidekke’s positioning, Bygger med hjärta, framed the company as a people-centered construction brand, built on care, commitment, and human connection. The challenge was to activate this positioning in a way that felt both culturally relevant and scalable across channels.
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I developed a campaign concept that used Valentine’s Day as a timely and recognisable platform for expressing the brand’s core message. By connecting the theme of care and appreciation to Veidekke’s positioning, the campaign created a strong emotional entry point for both internal engagement and external visibility. What could have been a seasonal activation became a strategic vehicle for reinforcing the brand idea.
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The campaign was rolled out across a broad communication mix, combining internal launch activities with external advertising and campaign assets. It included leadership communication, postcards to employees, competitions, giveaways, workplace activations, and outdoor advertising in metro stations and bus stops across multiple Swedish cities.
My role
Concept development
Key messaging
Creative direction
Impact
The campaign served as a concrete implementation of Veidekke’s new strategic brand positioning, showing how a single concept could be activated across the full marketing mix. It created internal alignment, gave the positioning cultural visibility, and extended the brand into everyday touchpoints with both employees and the public. The outdoor advertising alone reached more than 2.7 million people across Sweden.
