Welli is a brand identity project rooted in empathy, strategy, and creative storytelling. Designed for a client who needed to strike a balance between professional trust and approachable charm, Welli emerged as a friendly, modern brand built to resonate across borders and industries. The goal was clear: to create a trustworthy partner for business owners worldwide, blending a light-hearted tone with serious digital expertise.
We knew from the start that this brand needed a personality—so we created one. Enter Welli the Whale, inspired by the tradition of working animals supporting human commerce. In the same spirit, Welli is the digital age’s warm and intelligent helper, surfing the web alongside modern entrepreneurs. The name nods to “whale,” evoking both friendliness and maritime power, while the mascot channels the creative legacy of beloved brand characters like Mailchimp’s Freddie.
Our process was deeply rooted in research, design thinking, and a whole lot of sketching. We embraced classic design methods to build a flexible identity system that feels native in different cultural and commercial contexts—because Welli needed to speak multiple “brand languages” across global markets. Despite constraints (no existing data, no customers, no positioning), the concept flourished into a visual and narrative identity that feels established, inviting, and memorable.
The outcome is a brand that doesn’t just look trustworthy—it feels like a partner from day one.
CREDIT
- Agency/Creative: scd
- Article Title: Welli Brand Identity Design by scd
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Colombia
- Agency/Creative City: Bogota
- Market Region: North America, South America
- Project Deliverables: Brand Creation, Brand Design, Brand Identity, Brand Strategy, Brand Tone of Voice, Brand World, Branding
- Industry: Technology
- Keywords: Mascot branding, Startup identity, Custom character design, Friendly brand, Digital-first branding, Geometric logo, Strategic visual identity, Entrepreneur-focused brand, Approachable design, Modern brand personality.
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Credits:
Creative Direction: Natalia Delgadillo
Brand Strategy & Design: Mateo Anzola
Brand Strategy & Design: Neftali Frías
Brand Strategy & Design: Isabel Arango
