Visual identity system and rollout planning · 2026
Welado Group
An identity system balancing technical precision, human warmth and inherited recognition for a 500+ person Nordic infrastructure group
A major acquisition brought two established identities—Welado and OMT—under one group brand, alongside several smaller specialist companies. Working directly with executive stakeholders, I led the visual development from early proposals through guidelines and rollout, translating competing requirements into a coherent system for the organisation.
Two identities, one group
The process began while the group’s structure and future divisions were still evolving. Continuity with OMT’s existing mark was a leadership priority, while Welado employees strongly identified with purple as the company’s most recognisable visual asset.
The selected symbol retained OMT’s familiar geometry. To ensure the Welado name remained explicit in everyday use, I developed full-name lockups as core identity assets rather than optional secondary versions. Purple established the masterbrand, while supporting greens and yellow preserved selective continuity with other companies joining the group.
Technical precision, human warmth
The visual system balances the precision expected from an infrastructure consultancy with the human culture Welado wanted to preserve. I shifted the existing purple towards a deeper, cooler royal tone: saturated enough to feel technological and forward-looking, dark enough to communicate authority, reliability and longevity, but still warm enough to remain recognisably Welado.
Clash Display brings controlled distinctiveness to headlines. Its strong geometric construction feels contemporary and engineered without becoming aggressively technical or overly expressive. For everyday communication, Calibri keeps the system accessible within the organisation’s Microsoft-based workflow.
Warmth enters the identity as light. Directional sunlight moves across concrete, steel, glass and other infrastructure materials in photography. In gradients, the same principle becomes concentrated colour and illumination rather than decorative atmosphere. The light can suggest industrial heat, energy and human presence without relying on generic corporate photographs.
Circular forms become data nodes and points of focus, while fine structural lines organise relationships and reading order. Together, these elements provide a technical foundation with controlled moments of colour, energy and softness.
Designed to survive real use
The identity needed to function without constant design oversight. I created guidelines, application principles and a phased implementation plan that prioritised high-impact touchpoints before expanding into templates, digital channels, project documents, signage and shared assets.
Clear file structures, central asset ownership and repeatable templates made the system practical for internal teams, external suppliers and everyday tools such as Microsoft Office and Canva. The result is a coherent masterbrand designed for an organisation still taking shape.
