Background: In 2025, Got Event launched Ullevi Plaza, a new event space just outside Swedens largest stadium, Ullevi.
This flexible and open gathering place, with room for up to 8,000 visitors, is designed for events such as public viewings, concerts, markets, and other activities.
Ullevi Plaza launched with a fan zone with live public viewing on an outdoor LED screen during the UEFA Women’s European Championship, followed by an intimate Gipsy Kings concert.
Client: Got Event AB Software: Photoshop, Illustrator, InDesign, After Effects Credits: Got Event marketing team. Photos: Joachim Nywall, Jennifer Gunnarsson, FM Reklam
A New Event Space
Ullevi Plaza is Born
The idea of utilizing the space outside Ullevi in Gothenburg had been on the agenda long before I joined Got Event. The plans were already taking shape to create a space to complement Ullevi before concerts, but also stand on its own as an event space, hosting up to 8,000 visitors. Before Ullevi Plaza could be officially announced, we needed a visual identity, and I got the chance to bring it to life. 3D vision model made by Visulent AB
Visual Identity
Getting Started
This project went from from being an idea to becoming reality very quickly. So the process in this project was to let the visual identity grow as we worked towards the first events at Ullevi Plaza. The first task was to create a logotype. I tried a few (read: many) different versions, trying to find the right expression for the space, was it playful, serious, something completely different, or was it just Ullevi arena's little sister?
The Final Logo
After a little trial and error, we decided to make the space its own while still paying tribute to its location. One of the most significant attributes of Ullevi Arena is its iconic light pylons, visible from miles away. When you stand in the middle of Ullevi Plaza and look up, you see both pylons towering above you. This perspective inspired the final logo.
The Rest
I then moved on to colors and overall expression. We ultimately settled on shades close to Ullevi’s signature blue, but a little darker, complemented by a lighter accent color, as well as a gradient between the two.
I added icons to give the identity personality. These can be used to make a pattern.
The typography remained within Got Event’s existing graphic guidelines.
Tram Domination
To promote the new space and take the first steps toward brand recognition, we booked a “Tram Domination” package with FM Reklam, branding an entire tram inside and out. The focus was on introducing Ullevi Plaza and taking the first steps towards brand recognition while promoting our upcoming events: Gipsy Kings and the UEFA Women’s Championship.
Event Space Material
At this point, the first event was just a few weeks away, and it was time to create print material for the space. This included perimiter fencing and bar covers, menus for kiosks and food stands, beach flags and entrence signs. Ordering test prints and trying out the visuals for the first time was both exciting and maybe a little scary, but in the end it all turned out great!
UEFA Viewing
The Grand Opening
Ullevi Plaza kicked off with four UEFA viewings, all of which had very high attendence and amazing atmosphere, super exciting! Leading up to these events, I created the majority of the digital promotional material, as well as the informational material about what the visitors could expect, including a map of the new space. And finally, most of the Ullevi Plaza branded assets, such as broadcast times and other important information about the event that showed up on the screen during these events.
Gipsy Kings
Felises Dias!
Following the UEFA viewing, Gipsy Kings was next up. We helped A Star Entertainment maximize the the promotional impact before the event with screens on Valand in Gothenburg, posters on our Ullevi Plaza-tram, and material on the arenas. Unfortunately I couldn't attend the event myself, but from what I gather, this too, was a successful event. And I got to make a cool poster for sangrias, which is always fun!
