Roda Sten


Roda Sten


Gothenburg, SE


identity, website, advertising, logo, print, development




Theo Ford, Andreas Friberg Lundgren, Carl-Johan Lindqvist (Lundgren & Lindqvist)

Roda Sten is an events-space, restaurant and community hub affiliated with Gothenburg's second largest contemporary art gallery. The challenge was to generate brand awareness and consumer engagement with the establishment, with particular focus on the clients recent food offering, which would in turn fund the cultural output, and possibilities for community projects.

We focused on designing a smartphone oriented website that would allow users to see clearly what was happening at Roda Sten. Features included, breaking up its offering into a clear taxonomy using colour, interspersing cultural events, which served as the clients unique selling point, and including a 'now' button at the top of the menu, as many users wanted to know what was available in the present moment, when mobile. The visual identity was designed to convey the D.I.Y. approach of the institution, whilst achieving a visual consistency that could unify Roda Sten's diverse activities under one distinctive umbrella.

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Due to the limitations of funding, the cost of maintenance of a visual identity, the production of regular marketing collateral was an obstacle. Therefore we opted to design a system that could be generated algorithmically, via a user inputting event information into a web application and having the necessary assets produced to a web page, ready for download and print. The constraints of this process visually contributed towards a simple, raw and generative aesthetic, reflecting the personality of the institute, capable of adapting to its immediate and shifting demands.