The work reflects the ambition to shift the focus from creating standalone brand assets to building a more expressive visual system that works cohesively across experiences. Valtech and Ericsson’s Brand team worked together to evolve the brand’s visual language to help communicate Ericsson’s leadership in 5G and emerging technologies through a more distinctive, human and scalable expression. Two defining elements of the brand were central to this evolution: reimagining Ericsson’s most recognizable asset, the Econ, into playful, elegant and purposeful key visuals, and redesigning the color palette to bring greater richness and vibrance to the brand.
"Ericsson entrusted us with one of the most valuable challenges in branding: evolving an iconic identity without losing the equity that made it iconic in the first place,” says David DeCheser, Global Chief Creative Officer at Valtech. “Working closely with the Ericsson team, we focused on developing a richer and more expressive system to empower brand experience creators. By interpreting the Econ into playful key visuals and enriching the color palette, we helped bring a shared vision to life, one that is both distinctive and purposeful, reflecting Ericsson's leadership today and its ambitions for the future.”
Building a brand for a new era of connectivity
As Ericsson’s business expanded, its visual identity needed to evolve alongside it. While the company was widely recognized for its expertise, reliability, and technical leadership, the brand required greater flexibility, emotional resonance and expressive power to connect with a broader range of enterprise and industry audiences. Ericsson partnered with Valtech to evolve its visual identity with a focus on how the brand comes to life across experiences.
The result is a more cohesive brand platform that strengthens recognition across channels while enabling Ericsson to create more compelling experiences and tell a more engaging story about its role in shaping the future of connectivity.
"This work was never about refreshing our brand for the sake of change. It was about creating better brand experiences that support Ericsson's business strategy and help communicate the value we bring to customers, partners and industries around the world,” says Niclas Medman, Head of Brand at Ericsson. “Through a close partnership with Valtech, we’ve brought greater expression, richness and purpose to our identity, creating a stronger platform for how the brand shows up across experiences. We’re proud to have this collaborative work recognized by Red Dot.”
About Valtech
Valtech, the global leader in experience innovation, exists to unlock a better way to experience the world. By delivering sustainable, human-centric digital solutions that prepare businesses for the future, we empower brands to leapfrog the competition and surpass best practices. Our 6,000-strong team in 24 countries crafts intelligent, personalized experiences that blend crafts, categories and cultures. At the intersection of data, AI, creativity and technology, we touch lives, grow businesses and unlock value in a digitally accelerated world. Our clients include the world’s leading brands, such as AXA, Dolby, Mars, Mercedes, P&G, Santander, Toyota and Volkswagen. See our work at Valtech.com.
About Valtech Radon
Valtech Radon is a creative hybrid agency offering creativity, strategy, production and media under one roof. By combining our creative edge with Valtech’s expertise in digital business transformation, we create impactful communication across every part of the brand experience. Our clients include Ericsson, Husqvarna, Essity, Assa Abloy, RFSU, and Yale. Learn more about us at valtechradon.com.