“Instead of documenting Saab’s history, Appelberg chose to focus on where Saab is today and where they are heading.”
Art director, Appelberg
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.
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.
The result is a 180-page exclusive jubilee book that Saab distributes to its prioritised customers. The book is placed in Saab’s reception areas worldwide.
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