Tieto

Tieto is embedded in the fabric of Nordic society. Its software powers critical infrastructure and enables millions of daily transactions, with leading banks relying on its systems to operate with absolute security and reliability.

Yet at a decisive moment, as new leadership set out to transform the business at scale, the company lacked a unifying narrative and a clear sense of self. Its identity was anchored in yesterday, reflecting the markets it served rather than its position as a global software leader shaping tomorrow.

The task was not to refresh a brand, but to redefine the company: to articulate who Tieto is becoming, and to create an identity powerful enough to mobilise an organisation-wide transformation.

We developed a brand architecture designed to strengthen the business today while unlocking future growth opportunities. The goal was to create stronger connection across business, preserve the halo effect of the master brand, and at the same time give individual business areas the visibility and focus they needed to grow.

Building on Tieto’s heritage, a Nordic technology legacy dating back to 1968, we defined a clear positioning: an impact partner that turns technology’s potential into real, tangible results. A company focused on advancing business and society through purposeful technology.

We partnered with Tieto across the entire transformation, from brand strategy and architecture to naming, identity, and voice. Strategy and design moved as one, evolving in parallel to ensure every expression reflected a sharpened ambition.

With a lean central team and a global organisation to mobilise, simplicity was non-negotiable. We built a distinctive, scalable brand system powered by a few strong assets, designed to travel across markets, cultures and business areas without losing clarity or impact.

The ambition was bold: to create a global identity that signals leadership in software and technology, and has the strength to carry transformation at scale.

The new identity combines heritage and future. Inspired by the idea of a guiding light, the visual system introduces a strong, recognisable imagery style that functions like a North Star, pointing forward while remaining grounded in the company’s legacy. The result is a clear, confident and contemporary expression that reflects who Tieto is today and who it is becoming.

A small set of core assets creates consistency and recognition, while allowing enough flexibility for different business units to express their role and relevance.

The new strategic direction landed with force. It aligned the organisation end-to-end, from boardroom to business units, and quickly became the shared narrative for Tieto’s future. By cutting through complexity and articulating a clear, focused ambition, the company gained more than alignment. It gained confidence and momentum, and the market took notice: the share price rose 17% in the period following the launch.

Today, the brand signals true leadership in software and technology, actively enabling the transformation and equipping Tieto to step into its next chapter with clarity and authority.