Challenge
How do you brand a company that's designed to keep changing?
Most brand briefs start with a defined company. A fixed set of products, a stable team, a clear audience. Generate presented a different kind of problem entirely.
As a decentralised collective of specialist software companies, Generate's defining characteristic is that it never stays the same. New companies join. Capabilities expand. The group grows into new geographies and disciplines. A brand built for Generate today has to work just as well for a version of Generate that looks quite different tomorrow.
The standard approach — a fixed visual identity applied consistently across all entities — wouldn't hold. It would either constrain the independence of member companies or break down the moment a new one joined. The brief required something fundamentally different: a brand system built for change, not despite it.
What we did
Brand identity and website — built for flexibility from day one
The engagement covered brand strategy, visual identity, and a full website build. Strategy came first, because the visual decisions couldn't be made without understanding the structural ones.
The core design challenge was unity without uniformity. Generate needed an identity that communicated collective strength and shared values, while leaving room for the distinct cultures and personalities of its member companies. The solution was a dynamic, evolving visual system — anchored by a logo that encapsulates the letter G and the notion of a collective moving forward, but flexible enough to accommodate growth without losing coherence.
The symbol — what we coined the Generate molecule — represents the group's way of working: connecting people, companies, and capabilities to create something greater than the sum of its parts. Forever changing, forever connected.
The website was built on Webflow, chosen specifically for its flexibility and ease of maintenance. As Generate continues to grow and new companies join the collective, new modules can be integrated seamlessly — without rebuilding from scratch. The design language, typography, and color system align with the tech and IT industry's aesthetic while projecting the forward-thinking, people-first culture that sets Generate apart.
“Designing for Generate was about capturing the essence of collaboration and scalability, ensuring their brand could grow and evolve with their ambitions. It's a vivid example of how shared vision and adaptability fuel innovation.”
— Oskar Pettersson Hedin, Design Director, Most Studios
Result
A brand system built to scale with a growing collective — from day one
Generate launched with an identity and digital platform that communicates the collective's principles clearly — and is designed to keep doing so regardless of what the group looks like in two, five, or ten years. For a company whose growth strategy depends on bringing new companies into the fold, that foundation isn't just useful. It's essential.
