Translating a Nordic vision of innovation into a dynamic brand

Keto is a Finnish software company with an AI-assisted Strategic Portfolio Management (SPM) platform for large enterprises. It gives leaders real-time data and insights to see which projects are delivering value and where to invest next.

The name “Keto” means “meadow,” symbolizing an ecosystem for innovation. However, their brand wasn’t fully expressing this vision. With aspirations to win larger clients against competitors like Microsoft and ServiceNow, Keto needed a credible brand that reflected their Nordic values of openness, trust, and calm confidence. Our challenge was to distill the meadow concept into a modern and distinctive identity.

We partnered with Keto’s leadership to evolve the meadow from a static metaphor into a dynamic brand system, rooted in the brand idea of “Grounded in change.” Over 14 weeks, we parallel-tracked a new brand identity, website, and sales tools.

We created a new word mark, typographic symbol, system graphics, and brand guidelines. Collaborating with CGI artist Mel Zahar, we developed dynamic illustrations that brought the meadow to life with a look unique to the tech world.

The new website features a simplified user experience that effectively surfaces Keto’s core value proposition. This web experience, in turn, directly informed a new sales presentation to clearly communicate the platform’s value.

Keto launched with a reimagined brand, a modern website, and sales tools that enabled them to stand alongside top enterprise players with newfound clarity and confidence.

The internal response was overwhelmingly positive, described as a new chapter for the company. Launched in September 2025, the refreshed brand reflects Keto’s culture and vision, setting a credible stage for their global growth.