Carl Ek
Premium Living

Brand Identity and Brand Architecture

Background

Carl Ek builds architect-designed homes that combine quality, sustainability, and aesthetics — creating premium living spaces and lasting residential areas in Stockholm.

Challenge

Shape an identity as considered as the homes themselves — premium, sustainable, trustworthy — while positioning Carl Ek as both reliable and premium in a market where most developers look and sound the same, and gives Carl Ek an identity built to grow with them.

Approach

Human created a visual system rooted in three brand pillars: Premium, Sustainability, and Trust. Through classic typography, hand-drawn details, material-driven imagery, and a muted natural palette, we shaped an identity with quiet confidence and human warmth.

Outcome

A timeless, future-proof identity that mirrors Carl Ek’s architectural vision and values. A brand that communicates trust, craftsmanship, and quality — strengthening Carl Ek’s position as a leader in sustainable, niche residential development in Stockholm.

The name 'CARLEK' written in bold black font on a light background.
Side-by-side comparison of a wooden cabinet with light natural wood finish and a white background displaying the name 'CARL EK' in different font styles.
A collage of interior furniture and decor in earthy tones, including tables, chairs, a sofa, a bench, and various textured fabrics and rugs, with warm natural lighting and shadows.
A promotional graphic for Carl Ek branding, featuring two photographs of interior furniture. The left image shows a brown upholstered armchair on a striped rug, and the right image shows a cozy beige sofa with pillows, a wooden table with glassware and an open notebook. The background is dark with the text 'LAYOUT SYSTEM PROSPECT CARL EK BRANDING' at the top. The brand name 'CARL EK' is prominently displayed in large text.
A digital layout with three sections featuring architecture and branding images. The left section shows two interior home photos in a light color palette. The right section contains text in Swedish about natural waterways and architecture branding.
A color palette with six color swatches, each labeled with CMYK, RGB, and HEX color codes.
A website layout showcasing two business cards with embossed text. The light green card reads 'CARLEK' and the dark green card displays contact information including Peter Andersen, Projektledare, Riddargatan 12A, 114 35 Stockholm.
A graphic design layout featuring a white left panel with handwritten text and a black logo, and a right panel with a photo of vintage chairs and tables overlaid with a large white CG monogram.
A book cover with a large black letter 'E' on a green background and the title 'Prospect' with the author's name 'Carl Ek' at the bottom. Next to it, a photograph shows a wooden table with a notebook and some magazines or books on it, on a woven rug.
Two minimalist business cards on a black background, one in blush pink and the other in deep burgundy, with embossed logo and white text. The pink card is positioned behind the burgundy card, which displays a name, title, and address.
Typography style guide showing primary font named Gammeludden, with sample uppercase alphabet in plain and accented characters, on a beige background.
Swedish text describing a planning project in Gustavsvik involving architects Stefan Björnson and Brut Natur to build 16 residences, 12 townhouses, and 4 apartment buildings, with emphasis on nature and outdoor living.
Typography design featuring the word 'GUSTAVSVIK SALTSJÖ-BOO HANINGE' in bold letters with sample alphabetical characters below, on a light background.
Book cover with the title 'Hållbara Personliga Hem' by Carl Ek, featuring a simple design with large text and a smaller handwritten subtitle, set against a plain background.
Three social media posts promoting sustainable and personal housing by Carl Ek. The first shows a hand on a brown textured surface with handwritten Swedish text. The second displays a workspace with papers, a cup, and drawing supplies. The third features white text on a dark red background, emphasizing sustainable personal housing and high-quality premium materials.
Three social media posts for a real estate brand, each featuring images of houses and text in Swedish. The first shows a modern green house with large windows and the text "BAGGENSFJÄRDS HÖJDEN GUSTAVSVIK." The second displays closest a yellow house with detailed trim and an outdoor dining area, and the third has a plain light green background with black text reading "NATUR SKÄRGÅRD VATTEN 6 rum och kök." The top of the image has the words "SOCIAL MEDIA," "MOTHER BRAND," and "CARL EK BRANDING."
Side-by-side photos of a person with their back turned. The person on the left is wearing a white oversized T-shirt with a large black logo and the text 'CARL EK' on the back. The person on the right is dressed in black and is carrying a pink tote bag with a large black logo and the text 'CARL EK.'
A website homepage with a beige background, black text, and navigation links at the top. The main text in large font reads "BAGGENSFJÄRDS HÖJDEN," with smaller text below saying "GUSTAVSVIK".
A split layout with two sections. The left section shows a living room and dining area with large windows, light-colored furniture, and wooden flooring. The right section features a green background with black text titled "NATUR SKÄRGÅRD VATTEN" and additional smaller text in Swedish, along with the name "CARL EK" at the bottom.
Slide with text in Swedish about modern homes combining historic and personal elements, featuring images of a bedroom with large windows and a bathroom with a bathtub.
Title page with large text 'GAMMELUDDEN' and smaller text 'SÖDRA LÄNESTA' on a dark red background, with navigation links for 'BRAND ARCHITECTURE', 'SUB BRAND', and 'CARL EK BRANDING' at the top.
Book cover titled "Hållbara Parhus och Studiohus" by Carl Ek with a subtitle in Swedish, and an interior bathroom photo with a sink, wooden walls, and a window.
A digital advertisement for modern, exclusive villas in the northern part of Lännersta, featuring a photo of a wooden kitchen interior with cabinetry, countertops, sink, and large windows, and text in Swedish on a burgundy background.
Text on a light blue background reads "GRISSLINGE FJÄRDEN" in large black letters, with smaller black text above and below it reading "BRAND ARCHITECTURE 5UB BRANDING" and "V0RMD0".
Cover of a book titled 'Moderna Exklusiva Villor i Lännersta' by Carl Ek, featuring a modern bathroom with a double vanity and a walk-in shower with multiple showerheads.
A graphic design layout for a book or magazine spread featuring Swedish text and interior photographs. The left side displays text about sustainable house and studio house architecture, while the right side shows images of a bedroom, walk-in closet, and a close-up of a bed with a bedside table.

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