RO Properties – Birkakvarteren – Flytta hem, igen

The Company

RO Properties is a Swedish real estate development company focused on creating
sustainable and well-designed housing. Operating in Stockholm and Skåne, they develop
both tenant owned apartments and senior housing, always with the unique qualities of each
location in focus. Their goal is to build homes that contribute to vibrant and long-term
valuable urban environments.
Together with the property investment fund Nrep, RO Properties is developing the Birka area
in Nacka, where over 20 properties have been acquired. The aim is to create a sustainable
and diverse neighborhood with approximately 900 homes.

Background

RO Properties and Nrep are running an urban development project in the Birka area of
Nacka, a place where nature, history, and local engagement are deeply valued. The project
is guided by all 17 of the UN’s Sustainable Development Goals, with the aim of creating a
long-term sustainable residential area, ecologically, socially, and economically. At the same
time, public opinion in Nacka is sensitive. Many residents have expressed concern that the
development might negatively impact the character, identity, and cultural environment of the
area.
With this in mind, we set out to develop a communication concept designed to foster trust,
promote understanding and create a meaningful emotional connection, both among future
residents and the existing community. Our delivery encompasses a comprehensive
communication strategy, a cohesive brand platform, a distinctive visual identity (including
logo and project name), a detailed communication plan, and a dedicated project website.

Solution

Everyone has a first home, a place connected to memories, scents, sounds, and a sense of
safety. It’s more than just a physical space; it’s where belonging begins. That feeling is the
foundation of the concept “Birkakvarteren – Flytta hem, igen”, where we position
Birkakvarteren as a place to rediscover what home truly means.

To bring the concept to life, we created a series of creative expressions, including a
cookbook exploring the modern Swedish home, a food truck serving dishes from the book
whilst also acting as a mobile meeting place in Nacka, and a website that visualizes the
project and makes it more accessible to both the target audience and the general public.