Vellow is the AFAS specialist who does it differently. At Vellow, it's all about a good feeling. Every step of the way.
Client
Vellow - The NetherlandsExpertises
Naming, Brand Strategy, Visual Identity, Interaction Design, UX, Visual Design, DevelopmentVellow
Our task for Vellow was to create a name and a visual identity that perfectly reflect Vellow's unique identity. The unique strength had to lie in bringing to life the dynamics of digital transformation and its impact on internal organizations. Thus, we developed a distinctive website with personalized photography and compelling texts.
The experience with Vellow goes beyond just a stunning website; it revolves around the entire customer journey. For Vellow, as a leading AFAS partner, we focused on providing a personal, rich experience that reflects their commitment to innovation and exceptional, personalized service.
Mandelo leveraged its creativity to position Vellow as an expert in digital transformation and as the leading AFAS partner with the best experts on board. It was crucial not only to create a compelling name and a refined visual identity but also to develop assets in Figma and provide Figma training to Vellow's team.
We presented two mood boards for Vellow's visual identity, and ultimately, a combination of both was chosen. The logo reflects light, symbolizing how Vellow holds up a mirror to its clients and offers different perspectives. Vellow is the honest partner who asks probing questions and thinks along with you.
The logo also represents the reflection of changes brought by automation or digitalization and their effect on internal organizations, with a subtle reference to the letter 'V'. Based on this, Mandelo developed a soft typography and documented everything in a style guide. The combination of artistic and playful ease hit the mark immediately, making iteration rounds unnecessary.
This strong visual identity helps Vellow clearly position itself in the market, attract the attention of potential customers, and strengthen confidence in Vellow's expertise and reliability. It makes their communication consistent and recognizable, contributing to a strong brand identity and customer loyalty.
Using the style guide as a reference, we organized a web session with Vellow to map out target audiences, goals, and the role of the website in the customer journey.
The website design was an immediate success, aesthetically high-level and fully aligned with Vellow's vision. The sleek, business-oriented design with playful elements resonated directly with the target audience. The website clearly demonstrates that Vellow stands out from other AFAS specialists, contributing to a stronger brand and increased customer loyalty.
The personal aspect is also clearly evident in templates, presentation formats, email signatures, and copywriting. Every facet of the identity emphasizes Vellow's distinctive qualities, both visually and in terms of content.
