Client

Saab

Task

Saab celebrated their 80th anniversary and wanted to provide exclusive material to their stakeholders

Services

Editorial design
Copy management
Art direction
Branding

“Instead of documenting Saab’s history, Appelberg chose to focus on where Saab is today and where they are heading.”

Markus Ljungblom
Art director, Appelberg
Mission:

2017 marks 80 years since Saab was founded. What started as an aircraft manufacturer with the purpose of defending Sweden’s borders has developed through the decades into a defence and security group with operations around the world.  Appelberg contributed to the 80th anniversary with an exclusive jubilee book distributed to Saab’s customers and partners.

Solution:

Instead of documenting Saab’s history, Appelberg chose to focus on where Saab is today and where they are heading. Using the company’s eighty-year heritage as the starting point, The Thinking Edge shows Saab as a high-tech innovation company, a significant and responsible player in society, and a stable and long-term partner.

Effect:

The result is a 180-page exclusive jubilee book that Saab distributes to its prioritised customers, and is placed in Saab’s reception areas worldwide.

Let’s work together

Sounds interesting?