Translating a Nordic vision of innovation
Keto is a Finnish software firm that offers an AI-driven Strategic Portfolio Management (SPM) platform tailored for large enterprises. This platform equips leaders with real-time data and insights to identify valuable projects and determine future investment opportunities. The name “Keto,” meaning “meadow,” represents an innovative ecosystem. However, their branding did not fully convey this vision. To compete for larger clients against rivals such as Microsoft and ServiceNow, Keto required a strong brand that embodied their Nordic values of openness, trust, and calm confidence. Our task was to transform the meadow concept into a modern and recognizable identity.
Throughout a 14-week period, we collaborated with Keto’s leadership to evolve the meadow metaphor into a vibrant brand system centered around the idea of “Grounded in change.” We simultaneously developed a new brand identity, website, and sales tools, creating a distinctive word mark, typographical symbol, system graphics, and brand guidelines. Working with CGI artist Mel Zahar, we crafted dynamic illustrations that enlivened the meadow theme in a way that is unique to the tech industry. The revamped website was designed for a streamlined user experience that effectively highlighted Keto’s main value proposition. This new web platform also influenced a fresh sales presentation to clearly showcase the platform’s benefits.
As a result, Keto launched with a revitalized brand, a modern website, and sales materials that positioned them alongside prominent enterprise competitors with enhanced clarity and confidence. The internal feedback was overwhelmingly positive, marking what was seen as a new chapter for the company. Launched in September 2025, the updated brand captures Keto’s culture and vision, establishing a credible foundation for their global expansion.