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Happy anniversary, AFRY!

Happy anniversary, AFRY!

AFRY Insights met with Cathrine Sandegren, Executive Vice President and Head of Communications & Brand at AFRY. Cathrine and the communications team played a pivotal role in the launch of the AFRY brand five years ago, working closely together with the company’s leadership to merge the strengths of ÅF and Pöyry. With her extensive experience in internal and external communications, Cathrine has been instrumental in shaping AFRY's brand and communication strategies, supporting integration under a strong, unified identity.

Happy “brandiversary”, Cathrine! Please can you share some insights into the origins of AFRY?

Cathrine Sandegren: Thank you! AFRY's history is a blend of two remarkable companies.

ÅF, founded in 1895, was an icon in the Nordic countries, known for its engineering expertise and its distinctive logo. Pöyry, established in 1958, gained international recognition, particularly in the forest industry. The merger of these two companies in 2019 allowed us to combine the strengths of both brands and cultures, and create a new, unique offering and brand. Today, we are a well-known brand with a strong digital presence, engaging close to 600,000 followers on LinkedIn.

What was the process like to merge these two brands?

Cathrine Sandegren: We explored various options, including keeping the separate brands, and ultimately concluded that joining the two iconic brand names as AFRY would be the most effective way to leverage our combined strengths. By uniting under the AFRY brand, we could present a cohesive identity and offer a more comprehensive range of services to our clients. This decision was driven by the belief that we are stronger together, and it has proven to be a successful strategy

What are the advice and learnings that you bring with you?

Cathrine Sandegren: In developing the AFRY brand we put a lot of effort into brand consistency, and authenticity, making sure that all our activities are aligned with our vision: Making Future. For example, our communications and marketing focus has changed from sports sponsorship to activities that clearly demonstrate our leadership in the sustainability transition, such as our recent Fossil Detox Report and our participation in the annual UN Climate Change Conferences. Another aspect of a brand is the design, which should not be underestimated. At AFRY, we are fortunate to have several design agencies in house, which have served as a sounding board along the way. Our latest development is a sound profile for the AFRY brand, built on binary code. It may seem nerdy, and it is! But it works wonderfully and truly shows who we are.

How has AFRY’s vision, mission and values evolved over the last five years?

Cathrine Sandegren: Over the past five years, AFRY has solidified its position as a leading partner in the sustainable transition, focusing on innovative solutions and technological advancements that promote sustainability across various industries. This commitment is evident in our global projects, ensuring sustainability is at the core of everything we do. Our values, to be brave, devoted, and team players, have become more pronounced, encouraging colleagues to take bold steps and collaborate to achieve greater impact. Our vision Making Future is about making an impact and driving change – it’s about showing the way when it comes to accelerating the major transitions of our time and taking responsibility for the future.

AFRY is a people company; how do you attract talent?

Cathrine Sandegren: People joining AFRY want to be part of a company that offers development opportunities at the forefront of technology. It’s equally important that we offer a workplace with strong values, a culture of inclusion and a supportive environment. The brand must reflect our work culture. In aligning the brand with the core qualities mentioned, we can ensure that our external image matches the internal experience, thereby attracting and retaining talent with whom our values and culture resonate.

Where would you like to see the AFRY brand in the next five years?

Cathrine Sandegren: Today, AFRY is a globally recognised brand with 19,000 experts working on projects in over 100 countries. We are known for our expertise in engineering, design, and advisory services, with projects spanning energy, industrial processes, and infrastructure. At the moment, we are increasing awareness of AFRY’s unique end-to-end offering, which supports clients from strategy through to project execution and ongoing optimisation, for example, via digitalisation and operational effectiveness. I envision the AFRY brand standing for this comprehensive client support and, in addition, for expertise and thought leadership that plays a leading role in the significant industry transformations taking place globally.

 

Managing a brand about more than maintaining it, it’s about continuous evolution. As societies change, so do brands and the values they represent.

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