I partnered with ABEL, a Norwegian preventive workplace health company, to transform their existing identity into a structured, scalable brand system - built to support both institutional credibility and human connection across a rapidly growing organization.

The outcome is a refined, future-ready identity designed to perform across digital, print, and operational environments, while remaining accessible to internal teams working primarily within Google Workspace.

ABEL operates in a complex space. They sell into organizations - HR leaders, executives, and government bodies - while serving individuals through health coaching and preventive support. The brand needed to communicate credibility, structure, and measurable outcomes at the top level, while still feeling approachable and human to the end user.

We positioned the brand around a clear core idea:

Rather than choosing between corporate and human, the identity is built on controlled tension:

Professional ↔ Approachable

Structured ↔ Human

Minimal ↔ Warm

Clinical credibility ↔ Modern clarity

The goal was not to simplify this tension, but to systemize it - so it could scale consistently across the organization.

The work focused on evolving ABEL’s identity into a system that could scale with the business. Rather than replacing the logo, we refined it - introducing subtle geometric improvements to balance, spacing, and overall cohesion.

From there, we built out a more intentional color system. The core blue was expanded into a full tonal range to support flexibility across digital and print, while secondary colors were elevated beyond functional use into active parts of the brand expression - bringing more range without losing control.

The typography system was designed to be both structured and practical. A combination of Hedvig, Inter, and Fragment Mono establishes a clear hierarchy while remaining fully compatible with Google Workspace, making it easy for internal teams to implement consistently.

This was supported by a broader visual language - patterns, illustration, and detailed photography directions - designed to be modular, repeatable, and easy to apply across a wide range of use cases.

All of this was consolidated into a comprehensive, highly usable brand manual, covering sub-brands, co-branding scenarios, and everyday application.

ABEL is set to operate with a brand that is clearer, more consistent, and built for scale, with a system ready to perform across presentations, product environments, print materials, and partnerships - while clearly communicating the company’s value: structured, preventive health programs with measurable impact.