Discover how Michele Verze uses character-driven brand identity design to transform Gry, a Swedish leadership consultancy, through warmth and illustration.
Leadership development often feels difficult. The industry relies on cold colors. Safe fonts are used. Michele Verze decided to break this cycle for Gry. Gry is a Swedish consultancy firm. They focus on the health of the organization. They had to look different from their peers. Most competitors use blue and gray. These colors feel distant. They feel businesslike. Verze chose a different path. He concentrated on the soul of the work. Leadership is about people. It’s about growth. It’s about finding a voice.
The new brand identity design starts with a metaphor. Verze calls it ‘standing on your toes’. This idea represents visibility. It shows confidence. It refers to the moment of transformation. The logo symbol reflects this feeling. It’s daring. It’s geometric. Yet it feels light. This shape acts as the DNA of the entire project. It is the basis for every other visual element.
The standout feature is the illustration system. Verze created more than 20 custom characters. Each character arises from the logo shape. It’s not just decorations. They tell stories. They show interaction. They show conflict. They show cooperation. These are abstract concepts in leadership. Usually they are difficult to visualize. Verze makes them human. He makes them accessible. The characters add a layer of warmth. They make the brand feel like a partner, not a supplier.
Color choice was critical to this shift. Verze avoided the usual corporate palette. He chose orange as the main color. Orange means action. It means creativity. It brings energy to the screen. He balanced this with soft neutral tones. He used subtle pastel colors. These colors create a feeling of tranquility. They provide a safe space for dialogue. The palette is fresh. It stands out on the Swedish market. It seems like a brand that understands emotions.
Typography provides the final balance. The chosen font is refined. It adds a layer of confidence. It ensures that the brand remains professional. It keeps the playful illustrations grounded. The system works everywhere. It looks good on a website. It works on social media. It scales for course material. This flexibility is essential. It allows Gry to grow without losing his heart.
Michele Verze shows us that leadership can be visual. It can be playful. It doesn’t have to be boring. Using character-driven design, he created a brand that speaks to the human experience. It’s a lesson in building a visual language with personality. The result is a system that feels alive. It’s a bold step away from tradition.
Credits:Michele version
Brand identity design
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