I'm Group Art Director at Fellowmind, leading the visual direction of the brand and working closely with marketers all over Europe. It began in 2022, when eCraft was acquired and twelve regional companies needed to become one Fellowmind. I collaborated with an international agency and directed the visual identity, and personally produced the launch videos, templates and signage. Since then the work has grown with the brand.
Twelve companies, each with its own culture and national identity, had to become one brand inside a single year, touching about 2,000 employees and tens of thousands of brand assets along the way. The new identity turned out to be a bigger departure than eCraft expected: people were genuinely fond of the old look, both eCraft's own and the other companies being folded in.
The rollout landed with strong employee sentiment, significant international press coverage at launch, and a brand unified enough to compete for major international deals against much larger rivals. The work didn't stop at launch: I keep the brand moving with international campaigns, ESG and financial report projects, global videos and event materials, all built on the same system.
12 brands unified into one Fellowmind.
Documentary style photography and a vibrant color palette.
Navigation stayed simple on purpose: the same menu structure works whether you're logging in from Helsinki or Amsterdam, with color doing the work of standing apart from competitors.
A snippet of the social media templates.
The same system carries through to Fellowmind's own content, like this AI-agent explainer, so editorial pages read as part of one brand instead of a bolt-on blog.
The gradient carries the cover of the 2024 sustainability report. Inside the company the brand shows up in smaller ways too, like the pack of W-mark laptop wallpapers I shared on Slack for everyone to grab.
