After a merger between the companies Extenda and Visma Retail in fall of 2018 they longed for a new brand identity that reflected its ambitions, innovative mindset, and leadership within retail and logistics software. The challenge was to create a brand that stood apart from the conventions often seen within the technology sector while remaining credible and future-focused. A new brand promise was developed: Inspire retailers to go further.
Working as part of the brand development team, my primary responsibility was the design of the new logo and the creation of motion-based applications for both internal and external communication. Together, we developed a visual identity built around confident typography, vibrant colors, and a modern visual language designed to communicate energy, innovation, and momentum.
Launched in 2019, the new identity was met with enthusiasm throughout the organization, helping to establish a stronger market position and a renewed sense of purpose internally. The brand platform provided a foundation for Extenda Retail’s continued growth and evolution, contributing to a clearer and more distinctive presence within a highly competitive industry.
As the company matured, the identity was further refined in 2024 to support its evolving market position. For me, this project demonstrates how successful branding is often an ongoing journey—creating the right foundation today enables organizations to confidently shape who they become tomorrow.
