WENDERO
The previous wordmark spoke in blue and red, the colour code of banks and insurers. It promised stability and, in doing so, contradicted the business: a company that sells change cannot look unchangeable. The rebrand starts from this contradiction. Identity and website were created by the Berlin agency Taikonauten; on Wendero's side, I oversaw the project from the first inventory to launch.
The answer is a mark that is never finished. The lowercase wordmark opens with a W drawn as one continuous line, and that line changes its form: rounded, pointed, square, a soft wave, a rising zigzag. Like a signal on an oscilloscope, the W shows a state rather than a fixed figure, and stays legible in every one of them.
The typography grounds this movement. Roc Grotesk, from the Kostić Type Foundry, draws on American wood type of the late nineteenth century, letters made for posters and shop signs: wide, sturdy, slightly raw. The palette pairs a rich black with periwinkle, maize, bittersweet and turquoise, colours with more warmth than authority.
The illustrations bring the hand into the system. Every team member appears as a line portrait, the office at St. Oberholz on Kastanienallee as a drawing, alongside a vocabulary of arrows, loops and scribbles. The lines are allowed to wobble; the circles stay open.
FAQ
With a diagnosis, not a sketch. The existing identity was gathered on a Miro board, every application in use laid out side by side. Seen together, the gap was hard to miss: a brand that projected stability for a company whose work is change.
A presentation titled One Brand – One Success made the case within Wendero for a single, coherent identity instead of a collection of assets. Only then was the brief for the agency written: scope, audiences and the pages the new website would have to carry.
In close loops between Wendero and Taikonauten. Lydia developed the identity: the shifting W, the typographic voice of Roc Grotesk, the palette and the hand-drawn illustrations.
In workshops, the website was mapped page by page on a wall of sticky notes, each page reduced to its purpose before any layout existed. The team then reviewed copy and content directly in the Figma files, so design and language matured together.
Dimm built the site in Webflow, Nina coordinated the project on the agency's side, I on Wendero's.
A brand proves itself in daily use, not in the guideline.
Alongside the launch, I translated the identity into the tools the team works with every day: a slide master, pitch decks and a company presentation, posters for vision and mission, a Christmas mailing, a one-pager, a stamp, print and merchandise.
Each application tested the system: how the W behaves on a stamp, how a hand-drawn line holds up next to a chart in a pitch deck. The guideline sets the rules; everyday use shows whether they hold.