When you build a company, it is easy to focus on what you are actually going to make.
For us, it began with firewood. Later came timber, geodesic domes, CNC machines and an entire digital woodworking workshop.
But somewhere along the way, an idea also needs a name, a face and a voice.
People need to understand what you are trying to create—and, hopefully, feel something about it.
Three people in particular have accompanied us through much of that journey: our graphic designer, Annelie Niklasson, and Klaid and Daniel at Infid, our partner for web and digital development for many years.
Annelie and I began working together long before either Eldringen or Scandinavian Domes existed. We were colleagues at IFS for many years, and when I later began building businesses of my own, it felt natural to keep collaborating.
Calling Annelie a graphic designer describes only part of what she does. She listens to what we are trying to achieve—even when we cannot yet quite put it into words ourselves. Then the ideas come back as colours, shapes, images, logos and words.
And almost never in just one version.
Eldringen was the first clear example.
We wanted to build a brand around something as simple as dry birch firewood, while capturing more than the product itself: the fire, the forest, the raw material, Jämtland and the feeling of knowing where the firewood comes from.
Working with Annelie, we developed an identity built around orange and dark brown, fire and wood, and a fairly direct tone of voice.
But from the beginning, the ambition went beyond selling firewood.
We built an online shop with fire bowls, stoves, log holders and other products associated with fire and warmth. Much of the range came from a wholesaler in the Netherlands, and the plan was to connect its products directly to our shop.
It did not work.
We tried to make the technical connection work but reached an impasse. Around then, more or less by chance, I met Klaid and Daniel at Infid, a young web agency at the time.
They took on the problem.
Less than a week later, it worked.
That was the beginning of a collaboration that has continued ever since.
What we valued then is much the same as what we value today. They are highly skilled, conscientious and focused on solutions. When something does not work, the conversation rarely dwells for long on why it is difficult. The focus turns to how we can solve it.
And the relationship has never been limited to maintaining a website.
As our ideas have changed, the platform has changed with them.
When Scandinavian Domes began to take shape a few years later, we already had both the people and a way of working together.
But this time we needed to create something entirely different.
Eldringen was about fire, firewood, warmth and a robust identity rooted in Jämtland. Scandinavian Domes would still have its roots at Granberget and in the nature of northern Sweden, but it also needed to convey architecture, craftsmanship, precision, experience and a far more exclusive product.
Annelie began sketching again.
And sketching again.
One early direction was even called Scandinavian Fire Domes. The dome and forest were already there, but against an orange and red sky. In other versions, the sky turned green and blue, and the name Scandinavian Domes took over.
The typefaces, colours, proportions and overall expression changed.
Perhaps it is in that process that Annelie is at her best.
She listens. But she does more than carry out what we ask.
She has her own point of view, argues for it and helps us see things we have missed. At the same time, she has the experience and confidence to let an idea go when we agree it is not right.
One early proposal described Scandinavian Domes as “A magical experience from northern Sweden”. It captured something important. But we were not quite there.
So the work continued.
Gradually, the visual world that defines Scandinavian Domes today emerged—with nature, the dome and a Nordic feeling at its centre.
In parallel, Klaid and Daniel built the digital home for the brand.
That work has continued to develop alongside Scandinavian Domes: from a fairly traditional website introducing a new product to a platform increasingly able to tell the whole story of what we are building.
The latest step is Scandinavian Domes Journal.
When we began working with Annelie, it was about giving our ideas a form.
When Klaid and Daniel joined us, it was about making an online shop work.
Since then, both the ideas and the collaborations have grown.
Today we work together on a brand that did not even exist when the journey began. And the newest part of the web platform is the place where you are reading this text right now.
Somehow, that feels typical of the whole Scandinavian Domes journey.
We have rarely known exactly where we would end up when we started.
But we have had people around us who listen, challenge us, offer ideas, solve problems—and help us take the next step.
During the summer of 2026, we selected three pilot partners from almost 100 applications from Sweden and abroad. The pilot year has now begun with installations in Hemavan, Åre and Borgafjäll.
Under sommaren 2026 valde vi ut tre pilotkunder bland närmare 100 intresseanmälningar från Sverige och andra länder. Pilotåret har nu inletts med installationer i Hemavan, Åre och Borgafjäll.
Tillsammans med våra pilotkunder kommer vi under det kommande året att vidareutveckla varje del av Scandinavian Domes – från materialval och hantverk till logistik, installation och långsiktig hållbarhet – inför den bredare marknadslanseringen 2027.