PROJECT OVERVIEW:

Client: Lideta Healthcare

My Role: Brand Direction, Visual Identity, Tone of Voice, Art Direction, UX/UI Design

Timeline: 2026, Stockholm

CHALLENGE:

Lideta encompasses several business areas, healthcare providers and audiences. The challenge was to communicate the scale of the group without losing clarity—or the proximity to each individual operation.

The website also needed to support several different needs: presenting the organisation, making its healthcare operations easy to explore, communicating acquisitions and succession, and providing a clear destination for news, documents and corporate information.

How might we create a cohesive parent brand that brings clarity to a growing healthcare group—without losing the sense of proximity at the heart of its business?

PROCESS:

Research → Direction

• Reviewed Lideta’s role, organisation and existing portfolio of healthcare brands.

• Mapped the visual landscape across healthcare groups, corporate owners and investment companies.

• Identified the need for an expression that felt established and credible without becoming institutional or distant.

  → Insight:
  Lideta should feel clearly positioned at group level—confident enough to lead, but warm and considered enough to reflect its proximity to the businesses it owns.

Ideation → Identity

• Developed a new logo and visual direction around clarity, cohesion and forward movement.

• Created a colour palette and typographic system that balance authority with a more contemporary and human expression.

• Defined a tone of voice that makes Lideta’s role, offering and direction easier to understand.

• Established an image direction focused on real environments, people and everyday healthcare—bringing warmth and relevance to the corporate identity.

Design → Digital System

• Restructured the website around Lideta’s audiences, business areas and wider communication needs.

• Designed a filterable overview that makes the group’s healthcare operations easier to explore.

• Created dedicated experiences for acquisitions and succession, press, documents and corporate information.

• Translated the identity into a responsive digital system designed to support continued growth.

RESULT

• A cohesive identity that gives Lideta a distinct and recognisable presence as a growing healthcare group.

• A clearer digital experience that brings the organisation, portfolio and direction together—making a complex group easier to understand and navigate.

• A scalable brand and digital system spanning logo, colour, typography, imagery, tone of voice and web design—created to evolve alongside the business.