KONTEXT

The challenge – build a luxury brand that refuses to be cosy

KONTEXT targets guests who treat their minds like precision instruments. Instead of soft comforts, the brand offers a disciplined environment for deep focus. Our task was to express that idea end-to-end – from language and typography to objects, signage and a digital presence – so every touchpoint communicates: the space between speaks (Mellanrummet talar).

The Strategy: Subtraction, on purpose

We designed a system that removes noise and frames attention. The identity is not decoration – it is a tool. Materials are honest, layouts are disciplined, and copy leads with function over flourish.

Key strategic decisions

• Visual language:

Raw-concrete black and white form the core palette, with a single signal accent – #ff4d00 – used sparingly to direct attention. The framing mark brackets empty space, turning absence into the central graphic idea.

• Typography:

A dense, architectural serif anchors headlines; supporting text is neutral and highly legible. Generous spacing and strict grids create visual silence. Wordmarks and marks are tested for deboss/emboss so they hold on paper, plastic and steel.

• Tone of voice:

Composed, precise, humane. Swedish lines appear where authentic – Mellanrummet talar; Avbryt inte tystnaden – paired with clear English guidance. Claims are statements of intent, not hype: “Calibrate. Observe. Endure.”

• Copy and microcopy:

Short, instructive patterns replace fluff: Check-in 15:00 – Check-out 11:00. Door hangers read “Avbryt inte tystnaden.” Wayfinding avoids chatter and relies on hierarchy, numerals and a single directional glyph.

• Signage and wayfinding:

All signs follow one grid and contrast rule. The accent arrow and bracket motif appear only when wayfinding requires a decision – never as surface pattern. Materials are matte and durable to match the building’s language.

• Collateral & touchpoints:

Key-card sleeves, lanyards, business cards and guest notes are designed as quiet objects – deep deboss on black, blind emboss on white, minimal ink. Each item reinforces the core promise: space has meaning.

Test the Approach: Critical assessment

Design-led – The strict grid and honest materials produce calm without sterility. The bracket mark turns “nothing” into a signature asset.

Market-led – By filtering for an intellectually minded audience, the brand protects pricing power and aligns expectations before arrival. Those who choose KONTEXT know exactly what they are buying – clarity.

The Outcome

KONTEXT reads as a single, coherent system – visual, verbal and spatial working together. Guests are guided, not entertained; silence is protected; attention is framed. The result is a luxury brand that earns its status by helping people think better – not by adding more.

Deliverables
– Brand strategy and verbal identity (voice pillars, core lines, microcopy patterns)
– Visual identity (mark, wordmark, palette, typographic system, grid)
– Signage and wayfinding system
– Print collateral suite (key-card sleeve, door hanger, lanyards, cards)
– Art direction for photography (light/shadow, geometry, honest materials)

‍
KONTEXT – a conceptual retreat in Umeå. A brand built on subtraction: raw concrete palette, framing mark, clear language and a website that does one thing well – book the silence.

‍