Digital Products · Visual Identity

Building BIAA’s Presence

Building a visual and digital foundation for BIAA, from its identity and communication to its evolving digital presence.

WORKPLACE: BIAA
CONTEXT: Startup
ROLE: Designer
DURATION: 2024 – ongoing

01 — Challenge

What needed to be solved.

BIAA was established as a new knowledge network with a clear ambition: to build and share the knowledge needed to create more sustainable activity and sports facilities.

The first task was to give the organisation a visual identity and a recognisable way of communicating. At the time, BIAA was closely connected to GODE idrettsanlegg and SIAT, and the first visual direction reflected that context.

But BIAA was developing quickly.

As the organisation became more independent, its communication needs grew. A visual identity needed to support everything from strategy documents and physical material to digital communication. A website needed to communicate an increasing amount of knowledge, work packages and collaboration.

The challenge became an ongoing one:

How can the visual and digital expression of a growing organisation evolve as the organisation itself evolves?

02 — Understanding

What I learned.

The work has developed over several stages, and each stage changed my understanding of what BIAA needed.

Establish the foundation

The first step was creating the visual identity: logo, typography, colours and supporting material such as roll-ups.

Create the digital direction

The next step was translating the identity into a website and establishing how BIAA's information could be structured and presented digitally.

Communicate the organisation

As BIAA developed its strategy and activities, the work expanded into strategy documentation, LinkedIn content and visualising complex ideas such as the BIAA process and BIAA rose.

Build and learn

The website was then implemented in Drupal by Bouvet, while I shaped the content, structure and design direction. Using the platform in practice revealed where the solution worked and where it became restrictive.

Rethink the system

BIAA had changed, and the tools available to build digital products had changed too. The next website therefore needed to be more flexible and better suited to the way we now work.

When the understanding is changing, the interface must also change.

03 — Direction

What I decided.

Rather than treating each deliverable as a separate project, I approached the work as building a connected visual and digital foundation for BIAA.

The direction has developed through three principles:

Build a recognisable identity

Create a strong visual foundation that can work across different contexts without becoming restrictive.

Make BIAA understandable

Turn complex strategies, processes and knowledge into clear visual and digital communication.

Design for continuous development

Build systems and ways of working that can adapt as BIAA's needs become clearer.

This meant the work could not stop when the first website launched.

04 — Reasoning

Why I decided it.

Keep the identity, evolve the expression

Why

The visual identity still represents BIAA well. The logo and colour system communicate development, sustainability and the organisation's original foundation.

What it meant

The identity could remain while its application evolved as BIAA became more independent.

Visualise what is difficult to explain

Why

BIAA connects many actors, work packages and types of knowledge. Much of what the organisation does is relational and difficult to communicate through text alone.

What it meant

Processes, frameworks and initiatives were translated into visual structures that make the underlying relationships easier to understand.

Let the digital product follow the organisation

Why

The first website was designed and built at an earlier stage of BIAA's development and through a more traditional production process.

What it meant

Instead of continuously patching the existing solution, the next iteration is being developed with a more flexible system and a more AI-assisted workflow. The goal is not simply to build faster. It is to make it easier to understand, build, test and change.

05 — Design

What I designed.

The work has developed across several connected areas.

2024

Visual identity

I developed BIAA's visual foundation, including its logo, typography, colour system, visual guidelines and roll-up design.

2025

Website wireframes

I designed the first website wireframes in Figma, establishing the visual language, structure and content presentation for BIAA. This design was aligned with the website design of GODE idrettsanlegg.

2025

Strategy and communication

As BIAA's strategy developed, I designed the strategy document and began producing, visualising and publishing content for LinkedIn.

This expanded the role from interface design into communicating what BIAA actually does.

Building BIAA’s Presence — Strategy and communication

2026

Website and visualisation

I shaped and populated the website while Bouvet handled the Drupal development.

I also designed visual representations of BIAA's process and the BIAA rose, turning strategic concepts into communication tools.

Building BIAA’s Presence — Website and visualisation

ongoing

Next website

The current work is moving towards a new digital platform.

Rather than being constrained by the existing Drupal setup, the new solution is being built with a more flexible workflow and greater use of AI in both design and development. This makes the digital product more aligned with how BIAA itself operates: dynamic, experimental and continuously developing.

06 — Impact

What changed.

The work established BIAA's visual identity and built its first digital communication foundation from the ground up.

Over time, this has grown into a broader system for communicating BIAA's strategy, work packages, processes and knowledge to its partners and audiences.

Just as importantly, working with the existing website created knowledge about what BIAA actually needs from its digital platform.

The next website is therefore based not only on what was designed in Figma, but on what was learned through using the product in practice.

The work has moved from creating the identity to understanding how the identity needs to work.

07 — REFLECTION

The interface is the result. Understanding is the work.

Working with BIAA has shown me that designing for a growing organisation is less about reaching a final solution and more about creating the conditions for continuous development.

The biggest question I take from the project is how to maintain clarity while everything around the product keeps changing. The organisation develops, communication needs evolve and new technologies change what is possible. The design system therefore needs enough structure to create consistency, but enough flexibility to evolve with the organisation.

This has also reinforced something central to my design philosophy: the interface is only the result of the understanding behind it. When that understanding changes, the interface should change with it.

BIAA is still developing, and so is the work.

08 — Project

Building a New Website for Gurusoft Report

View Project