Gebo

Gebo is a Sweden-based company that offers Executive Coaching and Leadership Education services to managers and executives across Europe. Its purpose is to bring these executives closer to an authentic version of themselves, enabling them to generate well-being for their teams and work environments through sessions, retreats, and experiential methods.

Our process spanned from the Brand Idea to its visual expression. We had to understand the vision of its founders and the context in which their activities take place, as well as decode their connection with Nordic culture and ancestral knowledge. For example, the brand name is that of a rune; we had to bring it into the business world with a spirit that was as human as possible.

The Visual Identity seeks to give prominence to the Gebo rune, which we transformed into a butterfly—a being that also goes through a very intense process to find its true nature, its true form. The brand, which in its value proposition seeks to move away from the perception of traditional coaching, has a very orderly visual system but at the same time allows plenty of room for movement, for less defined shapes.