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The Swedish Armed Forces


Nordic Morning and The Swedish Armed Forces have been working together since 2012.

The armed forces defend Sweden, the country's interests and our freedom. Providing a wide range of capabilities, Nordic Morning continually builds, improves and manages their three different websites and a plethora of other sites, apps and digital services. The goal we want to achieve is to create a digital platform for all the armed forces digital communication needs. That involves creating, maintaining and developing their different sites, services, apps and social media channels.

All of these created solutions have to be secure, available and perform well due to the Swedish Armed Forces special position.

FM Main site

FM Main site 2

FM TImeline (1)

FM Guidelines

Increase the number of new recruits

When Sweden’s armed forces needed 40,000 young men and women to roll up their sleeves and prepare for basic training, vital information had to be communicated quickly and clearly.

The armed forces and Nordic Morning rallied to develop a robust solution based on data-driven insights. We gathered a mix of creatives, UX designers, Social listening and SEO specialists, and enlisted the real experts – The Swedish Armed Forces – to help deliver the best possible digital experience for new recruits searching for information.

The traffic to the FAQ increased by 1700%

FM Befattningsguiden

FM Befattningsguiden 2 (1)

Thanks to our strong client-agency collaboration, we generated some highly positive results and met the needs of the target group by:

  • Mapping site content and refining the sitemap to help users find information more easily.
  • Revising the content structure to better communicate essential information.
  • Conducting a user experience audit and ideating new functions to support users along their digital journey and improve their experience.

The solutions included an interactive FAQ page, a dictionary function, adding a search option and adding new filters on the jobs listing page - all SEO optimized, of course.

Training app with winning recognition

In partnership with Nordic Morning, The Swedish Armed Forces have also developed a highly successful app called – winning recognition as the Editor’s choice in the Apple store. is a Training app for Android and iOS that helps recruits track different training exercises and develop customised training programmes.



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