Utmärkt Natur
Utmärkt Natur Väst is a hobby organization based in Lysekil, Sweden. I designed and developed their graphic manual, logo, marketing material, and their website. I also worked a lot with SEO, social media marketing, and product development.
About Utmärkt Natur
Utmärkt Natur Väst focuses on biodiversity and offers services such as nature inventories (focusing on nature value and nature care), guided tours, and lectures. They also offer a book, written by the owner of the organization, which is about the nature found in and around the municipality of Lysekil. The owner is also a skilled photographer and offers images for purchase.
Before my involvement, the organization had no social media presence, no website, no logo, and no sales material.
The logo
Since one of the services focuses on “mapping out” or making inventory of specific places and biotopes - the logo was inspired by the position marker in Google Maps. The owner wanted a clean and minimalist design, so I went with a soft, line art inspired look and added some extra lines to make it look less like the Google Maps marker.
I exported several different versions of the logo: one vertical, with the company name underneath the logo; one horizontal, with the logo to the left of the company name; one without the company name; white and black versions for dark or light backgrounds; and in different formats (eps, png, and svg).
The website
The design requirements for the website were the following:
Easy navigation.
One about-page where previous work could be shown.
One page per service offered.
Gallery for the images.
Promotion for the book on the home page.
A page to display snippets from the book.
Possibility to contact the owner or pre-order the book through an e-mail form.
SEO-support and social media links.
Google Analytics-implementation.
Administrator login and possibility to edit some of the pages.
Images and company information was provided by the owner of the company.
Sales material and social media setup
To complement the new look and feel of the company, business cards and flyers were made to support the “analog” sales process.
Furthermore, a company page was set up on Facebook, Google+, Google My Business, and Instagram. On Facebook, the owner was encouraged to share information about nature, information about the book, ads for offered services, and information about upcoming events. Instagram could be used for that as well, however, it was encouraged to be used more as a tool to gain visibility, where the owner could post his images and tag them to spread his brand and gain followers. I was also asked to help produce some of the content that were to be posted on the social media platforms.
Words from Utmärkt Natur Väst:
“I am very pleased with the website that Emma designed. I’ve gotten a lot of positive feedback from customers, business associates, family and friends, saying it is “easy to navigate” and “professional, to the point, and aesthetically pleasing“. Apart from the website, Emma has also designed flyers and business cards, which I continuously use at the end of my lectures, guided tours, and when selling the book “Naturguiden - Lysekils Kommun“. Furthermore, Emma has advised me concerning the production of the book; especially regarding the format, paper quality, and content (to some extent). She has provided many helpful and valuable tips. Regarding social media marketing, Emma has been “outstanding”! Social media is a world that I do not master, but where Emma - through quick, responsive and professional executions, and above all, always with a happy and positive attitude - has delivered amazing results. In conclusion: I am a very happy customer, and I truly recommend her.”
— Bo-Göran Larsson, Owner.
