Revamping Sharpfin: Karin Laurell on top three most important aspects when brands decide to update their brand identity

Revamping Sharpfin: Karin Laurell on top three most important aspects when brands decide to update their brand identity

We had the opportunity to interview Karin Laurell, an art director, graphic designer, and content creator, about her inspiration behind Sharpfin's new brand identity. She is perhaps best known for designing the Polar Music Prize and is currently assisting Sharpfin with their new brand identity.

Tell us about yourself, who is Karin?

I love my job! My entire career I have focused on having fun and I've chosen my work places from that point of view. I have worked at a lot of advertising agencies and also in-house. Since a couple of years, I have my own business.

I am inspired by people who go their own way — I like to think that I do too. I don't look at design trends; instead, I focus on getting to know the core of the client. It's the people of the company who make the company — that's my inspiration.

I am also inspired by everything I see, everywhere. It can be a piece of chocolate wrapper that somebody has thrown in the woods (of course, I pick it up, haha) or an unusual color combination on a bumper sticker.

What are the top three most important aspects when brands decide to update their brand identity? 

• A brand identity tends to be dated after a couple of years. To make a slight update every 3 to 5 years is a must, if you want to stay current.

• You don't have to change the logo to update your brand. Be brave though - I think Sharpfin is brave!

• I think it's important to try and keep it personal - it's the people who matters.

What was the inspiration and process behind the rebranding of Sharpfin? 

The combination of technology and finance often yields rather rigid values. I wanted to infuse the design with warmth and a personal touch to reflect both the intelligent product and its people.

The most enjoyable aspect of working with Sharpfin and their rebranding project has been the people. They are such a wonderful group, open-minded, kind, and professional.

When you don’t help brands with cool designs and brand strategies, what do you spend your time on?