Norrköping-based Shader creates top-class interactive solutions – from port logistics to pension choices

Shader was established in 2021 by media technology students Simon Hedlund and Filip Kantedal to separate their consulting services from product development, which they continue to operate through their other company, Cruitive. Since then, Shader has specialized in advanced web technology and mobile apps, with particular expertise in interactive 3D and AI technologies. In May 2023, Norrköping Port approached the duo with a challenge requiring an interactive solution.

The port wanted to highlight how it operates and its role in the broader logistics chain, says Simon Hedlund. This was aimed at explaining its significance not only to the general public but also to potential partners and customers interested in what makes Norrköping Port a top choice.

What solution did you develop?

We created a short interactive story about two containers—a blue one and an orange one—showing how their journeys differ and the needs these journeys address.

The collaboration with Norrköping Port was a success, and Shader’s expertise gained recognition far beyond the region, reaching Region Västernorrland. Through Norrköping Science Park’s network, they became aware of an earlier industrial visualization Shader had developed for Händelö Eco-Industrial Park.

Region Västernorrland wanted to demonstrate to politicians and companies how different industries can benefit from each other—just like the industries in Händelö. One industry’s by-product can serve as fuel for another. The goal was to strengthen the message, enabling politicians to craft a well-thought-out plan for attracting the right types of industries to the new industrial areas in Västernorrland, explains Simon Hedlund.

Example image from Shader’s solution for Region Västernorrland.

According to Simon, much of the work revolves around how to tackle a client’s challenge. The target audience is often a critical factor in a project and is not always straightforward to identify.

It’s rarely the technology that poses a hurdle. The real difficulty often lies in creating an effective solution when the target audience is too broad or undefined, says Simon Hedlund.

These projects are now complete, and the Norrköping Port project can be experienced here. Shader is now focusing on a different direction—developing an AR solution for one of Sweden’s largest brands.

There will be TV commercials, posters, and more in December, so it’s going to be very exciting to see how it turns out. We’re developing a solution where users can design a room in 3D, place tables, and arrange various products on them—similar to what IKEA has done. We’re also building an AI solution for the pension company SPP, where users can generate a video of themselves in the future, concludes Simon Hedlund.

Shader’s founders, Filip Kantedal and Simon Hedlund.