We build the brand systems companies grow into, not out of.
Six people. We work with founders and heads of brand on identity, design systems and the interfaces that carry them.
Working with
- Aalto Freight
- Bramble
- Ovinto
- Nordkraft
- Marne & Foss
- Petrichor
- Kollektiv
- Vetro
Four projects that show how we work.
Long engagements, mostly. We stay through launch and the six months after it, which is when a system either holds or does not.
- 02
Care Record
- Product design
- Design system
- 04
Console
- Product design
- Front-end
Four practices, all of them in-house.
We do not subcontract the work we are hired for. If a project needs something outside these four, we will tell you and recommend someone.
- 01
Brand systems
Naming, identity, type, colour and motion, plus the rules that keep them coherent once other people are using them. Delivered as a working system, not a PDF.
- Identity and naming
- Type and colour systems
- Usage guidelines
- 02
Product interfaces
Interface design for software people use every day. We start from the two or three screens that carry the workload rather than from a sitemap.
- Interface design
- Prototyping
- Usability sessions
- 03
Design systems and front-end
Component libraries built in code next to the design file, so what ships matches what was drawn. We hand over a repository, not a handoff link.
- 04
Art direction
Photography, illustration and motion direction for launches and campaigns. We commission and direct; we do not keep a stock library.
How a project actually runs.
Four stages. Eight to sixteen weeks, depending on scope.
- 01
Read the room
Two weeks with your team, your customers and the competitors you keep losing to. We come back with what we heard, including the parts you will not like.
- 02
Set the direction
Two or three routes, each taken far enough to judge properly. You pick one. We do not present a favourite dressed up as a choice.
- 03
Build the system
The chosen route becomes type, colour, layout and components — drawn and built in parallel so nothing is designed that cannot ship.
- 04
Hand it over
A working repository, a set of files your team can edit, and two sessions to walk through both. We stay reachable for six months after.
The short version.
9
Years independent6
People, all permanent74
Projects delivered82%
Of work from returning clients
What the last three clients said.
They spent the first fortnight talking to our drivers rather than to us. The identity that came out of it is the first one our own people actually use.
Ines HalvorsenHead of BrandAalto Freight We had four years of interface debt and no shared vocabulary. Halden gave us both a system and the argument for keeping it.
Tobias ReentVP ProductBramble Health Straightforward about what would not work, which saved us a quarter. The packaging is still running unchanged two years on.
Maja LindqvistFounderPetrichor
Tell us what you are trying to change.
There is no form here on purpose. Write to Sofie with a paragraph about the project and a rough budget range, and you will get a reply from a person within two working days.