Challenge
Journala is a documentation and quality system for Swedish care providers — HVB homes, LSS housing and social work — where every minute spent on paperwork is a minute away from residents. The product was strong; the brand wasn’t there yet. Since December 2024 I’ve been helping Journala go from product to brand: a graphic profile, a website that explains and converts, and a presence where the buyers actually are.
Approach
I developed the graphic profile and carried it through to journala.se — a site built to make a complex, regulated product feel simple and trustworthy, and to turn visits into booked demos.
On social, the split is deliberate: LinkedIn does the B2B work — reaching the managers who make purchasing decisions in care operations — while Instagram humanises the brand for the people who use the system every day.
Results
Since the relaunch, the website has booked 38 demos and grown organic traffic by 210%. On LinkedIn, the presence was built from zero to 640 followers with a 6.4% engagement rate — roughly three times the B2B benchmark — in a niche market where every care operator counts.