Brands that scale.
Built from the inside.

Arevo had spent ten years quietly commercialising arginine-based crop nutrition — a fundamentally different way to feed plants, born out of research at the Swedish University of Agricultural Sciences. Then the market caught up. Biostimulants and sustainability claims crowded in, and Arevo risked blending into a green wash of sameness.

The brief

Five truths to deliver, simultaneously: stand apart in a category drifting toward sameness, speak with confidence after years of understatement, expand beyond forestry into broad-acre agriculture, make the science easier to grasp, and turn farmer scepticism into curiosity backed by proof.

The approach

Strategy first. Internal interviews and surveys. Competitive mapping. Independent customer research. Board alignment. Only then did design begin. The organising idea: real change starts at the root. The new "A" mark stands at once for Arevo, arginine, and Arginex — and reads as a root reaching downward.

The decision

The boldest move was a colour. Agriculture defaults to green, brown, and blue. Arevo chose red — pulled directly from the seed-coating pigment of the product itself. Not everyone was comfortable. Red felt risky. After years of being overlooked, the team chose to commit.

Arevo chose red — taken directly from its seed-coating product. Not everyone was comfortable with it. Red felt bold. Risky. Too different. After years of being overlooked, the team chose to commit. — Brandfetch, On Brand, Jan 2026

The outcome

A confident, science-first identity that lets Arevo be clearer — rather than louder, or greener. In a category built on trust, clarity may be the strongest signal of all.

Oneflow sits in a category of 100+ companies all selling the same simple e-signing tool. The edge isn't the signature — it's that the whole flow lives in one place, with structured data wired into the systems that actually run the business. That's a hard story to tell at first glance, and an even harder one to make memorable.

The brief

Distinctively define the category for Oneflow when the casual observer can't tell one e-signing logo from the next. Make the all-in-one-flow positioning — structured contract data, integrated for powerful control — feel obvious, desirable, and worth choosing over the crowd. And do it as a brand the market actually remembers.

The idea

An emotion-led B2B brand built around a single feeling — contract magic. The product experience is effortless on the surface, complex underneath; the user never has to see the machinery. The visual world is fashionably timeless: signature wordmark, magical photography, product illustration, and a "flow of magic data" motif that ties every touchpoint together. Distinctive on the shelf, durable across years.

B2B brands default to serious and plain boring because we're afraid to stick out and appear unprofessional — we're selling to businesses, after all. But every great brand shapes culture and creates a movement, and you can't move culture without moving emotion. Our new brand is emotion-led. We focus on the delightful experience of handling a contract in Oneflow. The experience is effortless even though the platform underneath is complex — and as a user, you never have to see that. The design idea is fashionably timeless, and every asset signals from one place: contract magic. — Ling Koay, CBO & CMO, Oneflow

The outcome

A B2B brand the industry actually noticed. Featured in Transform Magazine, reviewed on Brand New (UnderConsideration), and awarded Transform Awards Europe Gold (2023). Brand share-of-search lifted +15% YoY. As CBO, I owned the brand workstream end to end — strategy, identity, voice, launch — partnering closely with a small external team to extend our craft.

Edgeware built the hardware and software that let broadcasters and operators deliver television over the open internet — the unglamorous, mission-critical plumbing of OTT video. By 2015 the technology had outgrown the brand.

The context

Net sales had grown at an average 41% annually from 2007 to 2015. Leadership had changed. A path to public markets was beginning to take shape. Edgeware needed a brand that matched the technical ambition — clear, confident, and ready to stand on stage at IBC alongside the largest names in broadcast.

The work

Refreshed identity system, sharper category positioning around "control of OTT delivery networks," a rebuilt visual language, product naming, and the brand groundwork that carried into the IBC 2015 launch — the company's most prominent industry outing of the year.

The outcome

Edgeware listed on Nasdaq Stockholm on 9 December 2016 at SEK 29/share, just over a year after the brand work shipped. The company was later acquired by Agile Content in 2020.

A note on materials

This work predates much of the current portfolio archive. The case is documented here from contemporaneous press releases (Streaming Media, IBC 2015) and corporate records (Cision, Nasdaq Stockholm listing prospectus).

ReadSoft coined the term "document process automation" and, by 2011, was the global market leader in the category it had defined — operations in 17 countries, partners in 70 more, 12,000+ enterprise customers, and SEK 663M in annual revenue.

The brief

Match the brand to the leadership position. 2011 was a pivotal year — the launch of ReadSoft Online, the company's first cloud platform, signalled a move beyond on-premises software. The visual brand needed to carry that shift without throwing away two decades of equity in the enterprise market.

The work

Brand refresh, product marketing system, and the messaging architecture for the ReadSoft Online launch. Identity work supported the global sales organisation across 17 countries with material that translated cleanly across language, channel, and audience — from CFO-facing investor communications to technical pre-sales.

The outcome

The refreshed brand carried ReadSoft through the next phase of its growth and into a public exit. Lexmark commenced a tender offer for all outstanding shares in May 2014; the deal closed later that year. The underlying technology is still in market today, now as part of Tungsten Automation.

A note on materials

As with Edgeware, original case files for this engagement are limited. The work is referenced here from public records — Wikipedia, Cision press archives, ReadSoft's 2011 and 2012 annual reports — and surviving brand assets in design libraries (Brands of the World, Worldvectorlogo).