Fritidsbanken

Fritidsbanken, founded in 2013 in Deje, Sweden, is a nonprofit offering free loans of sports and outdoor equipment for all. Their mission is to make an active lifestyle accessible to everyone, breaking barriers like high equipment costs. With over 40% of Sweden’s municipalities hosting a Fritidsbank today, the organization is growing rapidly. However, its current brand identity often leads to misconceptions, positioning it as a service primarily for low-income families. ​ Despite its success, Fritidsbanken faces challenges in public perception. Many still see it as a resource for those with limited means, creating a stigma around borrowing. This perception, coupled with a visual identity that feels outdated and disconnected from an active, sporty image, limits its appeal. ​ In a society increasingly focused on sustainability and reducing consumption, there is untapped potential to position Fritidsbanken as a solution for people seeking both eco-friendly and budget-conscious alternatives.

To redefine Fritidsbanken’s brand, we aimed to break stereotypes and expand its audience. While continuing to support families with limited means, the updated brand targets active families who value sustainability, outdoor adventures, and cost-effective solutions for equipment. ​ With rising environmental concerns, inflation, and a renewed interest in local travel and outdoor activities, Fritidsbanken is well-positioned to thrive. Competing indirectly with second-hand stores and sports retailers, its refreshed, sporty identity emphasizes movement, inclusivity, and the joy of sharing resources

The redesigned Fritidsbanken brand blends familiarity with energy and inclusivity. The iconic merged "f" and "b" logo is retained, now italicized to symbolize movement, with vibrant yellow “Tennis” as the primary color evoking nostalgia and dynamism. Sans-serif fonts Switzer and Manrope create a modern, balanced look. We created bold arrows, symbolizing progress and movement. The new website extends this identity with a flexible layout, micro-animations, and bold italic headings, enhancing interactivity and movement. Targeting active parents around 25–45 y/o through the message “It starts with Fritidsbanken”. Why them? -Because they are more often then not the fundemental leader in the family. We created storytelling about nostalgia, the strategy inspires year-round activity via social media and local campaigns, uniting digital and physical presence. ​ The challenge of breaking stereotypes while maintaining the current audience was addressed by bold design choices, combined with nostalgia and dynamic elements, broaden the appeal to active families while preserving familiarity. This ensures Fritidsbanken remains a trusted, accessible resource while positioning itself as a leader in sustainable and active lifestyles