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Hemnet

Showing that size matter when selling your home.

Key Deliverables

Product Hierarchy Framework
Design Principle System
Brand Toolbox Evolution
Visual Differentiation Strategy

Hand holding a smartphone displaying a real estate app with a living room listing, set against a blurred green background.

Challenge & Task

Hemnet, Sweden's largest housing platform with over 3 million weekly visitors, faced a critical gap in their product hierarchy and visual guidelines. The handling and expression of different products varied inconsistently, with no coherent framework holding the product portfolio together.

With plans to expand their product and service portfolio, targeting brokers, home sellers, buyers, and users, Hemnet needed comprehensive internal guidelines for product hierarchy and for how their packaging and selected services would be incorporated into their visual identity.

Design toolbox featuring logos, color palettes, typography, patterns, ideograms, and icons. Includes a photo of a child reaching for a shelf.

Design & Typography by Jonas Holm →

"Customers don't care about your product hierarchy. They care about being seen."

Key Insight

Mobile and desktop views of a real estate website showing property listings, a detailed apartment page, and a contact form.

Strategic Solution

Two rules guided everything: follow how customers actually behave, and make sure each product fits where it lives.

So rather than creating a product-first hierarchy, we prioritized user needs and contextual application. The approach used a "branded house" strategy to maintain visual connection to Hemnet while allowing flexibility based on context and user experience.

Sunlit bedroom with a cozy chair, plants, a bed with a white cover, a globe on a trunk, and a woven wall hanging on the door.

Result

Hemnet now houses a systematic approach that enables clear structuring and communication of each offering while maintaining brand equity across all products.

The hierarchy helps internal teams understand portfolio roles, while the external focus is on what customers value - visibility and space. The solution successfully separated internal organizational needs from external customer communication.