Svenska Feng Shui Förbundet approached me to modernise their visual identity and website. The goal was to create clearer communication for existing members while offering a welcoming first impression for new visitors.
There was also a strong need to present all certified feng shui consultants in a structured and consistent way, reinforcing both credibility and visibility.
About Svenska Feng Shui Förbundet
Svenska Feng Shui Förbundet is a non profit association that brings together certified feng shui consultants, educators and practitioners from across Sweden. Founded in 2008, the association works to increase understanding of feng shui as a practical tool for creating harmonious and sustainable environments.
Through events, newsletters and networking, the organisation actively shares knowledge with a focus on a modern and Nordic lifestyle.
Creating design for an association
The board had already developed an initial colour concept where each colour represented one of the five feng shui elements. While the idea was well thought through, the palette lacked visual harmony when viewed as a whole.
I refined the colours by adjusting tones and balance, ensuring each colour retained its symbolic meaning while working cohesively within a single graphic profile.
The logo also required refinement. The original symbol, a hexagon representing the elements with the association’s initials at the centre, was clarified and strengthened. I developed updated versions as well as alternative sketches, giving the board the opportunity to explore different directions.
Once the final version was selected, I designed member logos that certified consultants can use on their own websites and in marketing. This creates recognition and strengthens the association’s presence beyond its own platform.
A refined logo with clarity and flexibility
The original logo already carried strong symbolism. My task was to refine the expression, improve legibility and create multiple variations suitable for different contexts. The final result is a flexible logo family that supports the association’s communication needs, including dedicated member logos for individual consultants.
A new website with structure and purpose
The association’s previous website was built in Joomla, a system that had become difficult to manage. I created a new WordPress website with focus on clear navigation, mobile friendly design and long term usability.
Every section was designed with clear hierarchy and documented guidance, allowing the association to confidently manage content updates independently after launch.
An important feature of the website is the events calendar, bringing together both official association activities and events organised by members around the country. This strengthens community and invites new audiences into the world of feng shui.
Visual consistency across channels
To further support communication, I set up a newsletter template in MailerLite aligned with the new visual identity. I also created a curated image library with consistent, free to use visuals for social media and other digital channels.
Together, these elements form a professional and cohesive design system for the association’s communication.
The result of a cohesive visual system
The final outcome is a unified visual identity where form and function work together. The new website is easier to navigate and presents a professional impression. Member logos and the shared image library reinforce consistency and recognition.
By taking a holistic approach to design for the association, we created a foundation that reflects the organisation’s values while supporting future growth.
“Erika listened carefully to our wishes while also contributing valuable insights we had not considered. With sensitivity and professional structure, she created a new visual identity for our website and social media. We are very satisfied and grateful for Erika’s work.”
— Therese Skoog, board member
Reflection: A project with depth and meaning
Working with design for associations is always special. This project offered the opportunity to engage deeply with a philosophy where every colour, form and placement holds meaning.
Creating a solution where feng shui principles could be expressed visually while remaining practical and functional was both creative and meaningful. It is a strong example of how strategy and feeling can meet in a well aligned collaboration.
If you would also like to create a cohesive and sustainable digital presence for your association, you are welcome to explore my services here.