Bringing focus and clarity

Brand consultancy, Identity system

The Finnish sports watch company was adjusting their strategic direction and in need of better clarity and consistency for their brand applications across the global markets. Our role led us to guiding and sparring on the strategy shift, getting the brand tighter and more aligned on their point of focus – Adventure.

We set about refining the identity and giving it a more accessible layout system making more room for content and remove the extra noise. The challenge was to take the existing identity elements but to create a layout system that would give those working with the brand more control and the space for content and product placement.

The company being known for its precision instruments also deserved refinements to its core asset, the brand mark and logotype which were improved and optimised for scale and legibility.

We defined a new system for divisional layout structure and typography.  Documented in an extensive digital brand book unifying all media and applications.




Sports instruments



Type of work

Brand consultancy
Identity system

Client description

Suunto is an Finnish company founded in 1936. Suunto manufactures and markets sports watches, dive computers, compasses and precision instruments. Its products are sold in over 100 countries. Suunto is a subsidiary of Amer Sports.