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.32

Finlarm

project 32/33
About the project

How do you unify six independent security experts scattered across different regions under one cohesive brand, capable of challenging an industry dominated by conglomerates and acquisition-driven giants? How can a brand embody both David and Goliath, leveraging their unique strengths interchangeably?

Finlarm needed a platform to go head to head with the industry’s titans while still showcasing the local expertise that set each company apart. The solution? A new brand identity complete with a unifying graphic profile, and a website built to position Finlarm as a force to be reckoned with in the Swedish security industry.

Balance between
Strategy
Branding
Client
Finlarm
www.finlarm.se
Finlarm consists of six independent security firms strategically located across Stockholm, Mälardalen, and Dalarna, delivering comprehensive security solutions to both private and public sectors. In an industry focused on price and standardised offers, Finlarm stands out with its blend of expertise, innovation and customer experience.
The challenge for Finlarm was to integrate its independent, local companies under a unified corporate umbrella without sacrificing their unique local relationships and insights. The key was unlocking a hybrid strategic model: staying close enough to compete with local locksmiths while retaining the ability and expertise to address complex customer needs at scale.
The solution resulted in a new brand, updated graphic profile, and streamlined web design. Among the visual tools introduced, the fingerprint stands out as the most prominent. It unifies the brand visually while also capturing the core narrative of the concept - bringing together unique local strengths into a collective whole. This makes it a powerful feature of Finlarm’s identity and, not least, a great conversation starter.
The new brand identity has elevated Finlarm’s market presence, positioning them as a hybrid leader blending local adaptability with national strength. This balance of scale and personal touch resonates with clients, setting Finlarm apart in an otherwise homogenous industry.
The journey with Finlarm has demonstrated the strength of aligning strategic vision with creative execution. As Finlarm continues to evolve, they are well-positioned in the market for security services, delivering exceptional value to their customers. At Sould, we are excited to follow their journey and support the continued development of their position along the way.

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