Pioneer the possible brand Promote trade and attract investment The Pioneer the possible brand is designed for you in your work promoting Swedish exports and attracting investment. Initiated by the Swedish Institute in 2021, this communication concept supports Team Sweden actors in showcasing Sweden as a global leader in sustainable innovation and transformation as a part of strengthening Sweden’s image abroad.
With international audiences in mind, Pioneer the possible equips you to engage partners, spark bold ideas, and lead the way toward green and digital transition. It helps you make your offer more credible, inspiring, and relevant – so you can cut through the noise and make a real impact.
Aligned with Sweden’s export Strategy All promotional activities within the concept are firmly aligned with Sweden’s strategy for trade, investment, and global competitiveness. The strategy highlights Pioneer the possible as a key initiative:
‘Communication about Swedish solutions and about Sweden as a nation of innovation, trade, investment, and knowledge – for example, the Swedish Institute’s initiative Pioneer the possible – shall be further developed and broadened in collaboration with the industry.’
1. Essentials of the brand Pioneer the possible is more than a tagline – it’s a call to action. It invites the world to join Sweden in breaking new ground and solving global challenges together.
The brand stands on three core message themes:
Sustainability / The Green Transition: Sweden is a credible and inspiring leader of the global sustainability transformation, aiming to become the first fossil-free OECD country and inviting others to join us on that journey.Co-creation: We believe that shared challenges are best solved together, which is why Sweden actively invites partners to collaborate across borders and sectors to pioneer lasting solutions.Innovation: Driven by a culture of creativity, pragmatism, and bold thinking, Sweden continuously challenges the status quo to unlock solutions that improve life for people and planet.We are optimistic realists and natural-born partners. We lead not by being loudest, but by showing what’s possible – and then doing it, together.
The brand is a sub-brand of the Sweden brand .
ABB is a Swedish-Swiss company that works in the markets of electrification, motion, robotics and automation. Photo: Margareta Bloom Sandebäck/Imagebank.sweden.se 2. Tone of Voice We speak with a voice that reflects Sweden’s personality and values:
Be a breath of fresh air. Speak with energy, inspiration, and youthful curiosity. Be human, not corporate. Optimism is contagious.Be bold. Don’t hide behind jargon or understatement. Say things clearly, confidently – even unconventionally. We’re pioneers.Be personal. Address people directly. Use ‘you’ and ‘we’. Build trust. Make it feel like a partnership, not a pitch.Don’t be dull - Avoid the safe and expected – surprise your audience with sharp insights, vivid language, and storytelling that sticks. We’re here to inspire, not to bore.Together, this tone positions Sweden as credible, capable – and compelling.
3. Key Visuals Our visual identity reinforces our message. Whether it’s high-impact photography or vibrant graphics, the aim is to evoke curiosity, confidence, and transformation. Always show Sweden in action – innovating, collaborating, making the world better.
Photo: Jann Lipka/imagebank.sweden.se The Pioneer the possible concept have different key visuals that can be used when creating communication material. The key visuals present the green transition in extreme closeup. Use visuals to: Spotlight people and places driving sustainable innovation Convey clarity, energy, and creative thinking Highlight clean, future-facing design aesthetics that reflect Sweden’s leadership Consistent use of visual assets, colours, and messaging ensures we appear united across channels, from LinkedIn posts to trade fair booths.
The Swedish company Stilfold has developed a method for folding and shaping metal that enables sustainable and resource-efficient production. Photo: Stilfold/imagebank.sweden.se Let’s Pioneer the possible – together Sweden’s journey toward becoming the first fossil-free OECD country is not a solo mission. It’s a movement – and you’re a key part of it. This brand platform is here to help you communicate with impact, strengthen your message, and invite the world to join us.
Case bank, handbook and personas Download the handbook (PDF 4.4 MB) The Pioneer’s handbook Download target group personas (PDF 1.7 MB) Target group personas for Pioneer the possible Background and related material Pioneer the possible is produced by the Swedish Institute in collaboration with organisations such as Business Sweden, Vinnova (Sweden’s innovation agency), Tillväxtverket (The Swedish Agency for Economic and Regional Growth), Svenskt Näringsliv (the Confederation of Swedish Enterprise), the Ministry for Foreign Affairs, Swedish regions, and many more.
Swedish trade and aid organisations Sweden Tech Ecosystem The new digital meeting place for Sweden’s flourishing tech ecosystem, where you can find data on startups, scaleups and investments.
Sweden Tech Ecosystem
Swecare Health by Sweden An interactive site presenting Swedish Life Science excellence. This space will show you the best Sweden can offer within six thematic areas.
Health by Sweden
Smart City Sweden casebank Browse among Swedish companies that provide solutions for smart and sustainable cities.
Swedish companies – Smart City Sweden
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