Gomér & Andersson brings its visual identity into Claude

Gomér & Andersson wanted to make its visual identity easier to use in everyday marketing – without requiring specialist design skills for every piece of content. Together with Consid, the company is combining an updated visual identity with a brand design system in Claude, giving employees a more accessible way to create consistent marketing material.

About the client

Gomér & Andersson is a Swedish family business founded in 1929. Today, the company comprises four brands spanning auctions, pawnbroking, property management and real estate brokerage. The current project focuses on Auktionshuset Gomér & Andersson and Pantbanken.

Making the visual identity easier to use

A strong visual identity is only valuable if it can be applied consistently in practice. For Gomér & Andersson, an important part of updating its visual identity was therefore to make it easier for employees to use in their everyday work. Social media was a particular focus. Producing content regularly requires speed and flexibility, while every piece of material still needs to feel recognisably Gomér & Andersson. Together with the client, Consid reviewed and updated key elements of the visual identity, including the colour palette, typography and graphic elements. But rather than stopping at traditional brand guidelines, the project takes the next step: translating those design choices into a system that can be used directly in content production.

From brand guidelines to an AI-assisted design system

The updated visual identity forms the foundation of a brand design system implemented in Claude Design. The system translates Gomér & Andersson’s visual identity into an AI-assisted design workflow, combining brand guidelines and design rules with guided workflows, reusable components and approved visual references. This gives employees a framework for creating new material while retaining the visual principles of the brand. Instead of starting from scratch for every new piece of content, users can work within a system built around the company's established visual expression. The project began in August 2026, and the brand design system has since been implemented and tested in Claude Design. Consid’s role combines graphic design and visual identity development with the practical implementation of the system, working in close collaboration with Gomér & Andersson throughout the process.

Together with Consid, we’re working to make everyday marketing production easier through Claude Design. Our ambition is for more people in our team to create material that reflects our brand, without needing specialist design skills for every task

— Gomér & Andersson

Designed for everyday content production

A central ambition is to make everyday marketing production more accessible to employees who do not have specialist graphic design skills.

Social media content is a key use case, but the system has also been tested across print and digital display formats. Testing includes different formats and layouts, both with and without images, as well as format-specific requirements such as safe zones where relevant.

By bringing the visual identity into the tools used to create content, Gomér & Andersson gains a shared foundation for producing material across different channels and formats.

The aim is to increase the organisation’s internal capacity for routine content production while reducing the need for specialist design support for every task. At the same time, the shared system is intended to make it easier to maintain a consistent visual expression as new material is created.

Combining design and AI with a clear purpose

The project demonstrates how generative AI can become part of a practical design workflow rather than a standalone tool.

For Gomér & Andersson, the purpose is not simply to introduce AI into marketing production. It is to make an established visual identity easier for more people in the organisation to use.

By combining brand design, reusable components and guided workflows in Claude Design, Consid and Gomér & Andersson are creating a bridge between the principles of the visual identity and the content employees need to produce every day.

Expected impact

The system is designed to reduce the time and specialist design support needed for recurring brand communication. Non-designers are guided through the relevant creative decisions, while the system applies Gomér & Andersson’s colour palette, typography, graphic elements and format rules, such as safe zones, so that no asset starts from a blank canvas. Impact will be measured after rollout by comparing production time per asset, the share of assets produced without designer involvement, and consistency with the visual identity against the pre-rollout baseline.

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