What IF…? The story behind Ideafoster’s new branding
- ideafoster
- Oct 14
- 5 min read
Updated: Oct 16
A new way of looking at design
At Ideafoster, everything begins with a question: What IF…?
What if we looked at it from a different perspective?
What if design told stories and wasn't just about functionality?
2025 brought answers to those questions. We grew, Bird Impact acquired us, launched Ideafoster+, and expanded our global network of partners. Our way of working changed, our culture expanded and our purpose deepened.
It was time for our identity to grow with us, to reflect a new energy: more mature, more global and more human. More us, in other words.
Why change?
For over a decade, the Ideafoster logo represented who we were: an agile, creative company centered on experimentation. But the natural growth of the past few years called for something new. A brand that speaks not just about ideas, but about how we make them real.
We’re no longer just a team that validates projects. We’ve become an international ecosystem where strategy, design, technology and purpose live in the same space.
“Our work has evolved. Today, we collaborate with companies, institutions, and leaders who are rethinking how they innovate. The design needed to reflect that evolution.”
— Ideafoster Team
Our new branding emerged from that need: To align who we are, what we say and what we show.
A collaborative process from within
Like everything we do at Ideafoster, this change didn’t come from the outside. It was a collective effort, built by the people who live the brand every day. The process was led internally by our communication and design teams, with active participation from across the organization.
David, our UX/UI Director, guided the visual concept of the new system, exploring how to translate the spirit of “What IF…?” into a flexible, contemporary design language.
Laura, our Art Director, brought that vision to life: balancing structure, proportion, color and consistency across all materials.
"The creative process begins when we experience the story of the past, the minds of the present, and the goal of the future."
— David, UX/UI Director
The new logo: addition as a mindset
The new logo is more than a visual update, it’s a synthesis of our philosophy: the sum of people, ideas and collaboration.
The “+” symbol, already present in Ideafoster+, is now a core part of our visual DNA. It represents what we are: a meeting point between strategy and creativity, between innovation and execution.
The typography, clean and contemporary, conveys maturity and clarity. The color palette blends neutral tones with warm accents, reinforcing a sense of balance, confidence, and humanity.
And the new visual system: modular, adaptable and digital-first is designed to grow alongside our global expansion.
“The new branding reflects the way we work: open, collaborative and in constant motion.”
— Laura, Art Director
At Ideafoster, we believe every brand has a story to tell. One that grows, adapts and evolves with the people who make it possible.
Design is about giving that story a voice, connecting past experiences, present intentions and future vision. That’s why, through our Create & Build service, our experts in strategy, design and digital experience work side by side with companies to build or reinvent their identity. From defining purpose to designing a visual ecosystem that feels coherent, memorable and meaningful.
Because designing a brand isn’t about decoration, it’s about giving it meaning.
It’s like that first bite of a dish you know it’s going to be exceptional before even tasting it!
What IF… branding was a strategic tool?
For us, this rebranding wasn’t just a design gesture, it was a strategic decision. We know a brand shouldn’t just look good. It should tell who you are, where you’re going, and why you do what you do.
Our new identity helps us:
Communicate our purpose and value with greater clarity.
Align our visual, verbal, and experiential expressions.
Reinforce trust with our global partners.
Build a stronger foundation for international growth.
Branding, for us, is now a living tool one that evolves with our strategy instead of limiting it. Every color, every symbol, every interaction tells a shared story: the story of a brand that grows with the people who build it.
A language that represents us
The change also reached our voice. At Ideafoster, we’ve always spoken clearly with no jargon, no filler. Our new tone keeps that essence, but takes it further: closer, more intentional, and more aware of the power ideas have when they become action.
Our language is now more human and collaborative, because we want to talk about innovation from a real place, the place of the people who make it happen.
The concept What IF…? runs through everything we say. It’s not a slogan; it’s an invitation. A question that opens possibilities, challenges perspectives, and sparks imagination.
New branding that lives, evolves and moves
One of the most powerful lessons from this process was understanding that branding doesn’t end when you launch it. A brand isn’t a static file, it’s a living conversation between those who create it and those who experience it.
That’s why every visual element is designed to evolve over time. The system is flexible, adapting to new formats, languages and experiences without losing coherence. That flexibility mirrors the way we work: we move fast, collaborate with diverse teams, and connect disciplines to shape what doesn’t yet exist.
“The new design is a reflection of who we are as a team, curious, restless and always ready to ask the right question: What IF…?”
— Ideafoster Team
What IF… design could lead to change?
We believe design has the power to influence, inspire and lead conversations about change. Our new branding isn’t a cosmetic layer it’s a statement of intent. We want to keep helping companies, institutions, and teams build their own “What IF.”
Every time we launch a project, a collaboration, or a new idea, we start from that same question. Because in a world where everyone talks about innovation, the difference lies in how we bring it to life, staying true to our purpose and our essence.
The new Ideafoster branding is more than a redesign, it’s a natural evolution of who we are and where we’re headed. A brand that reflects the maturity of a global company, the curiosity of a diverse team, and the purpose that guides every decision.
Today, our visual identity represents us better than ever. But more importantly, it pushes us to keep exploring, creating and collaborating.
What IF… we keep turning ideas into possibilities?
Connect with us and let's empower your voice!
This post is part of the IF News series. Discover the complete guide here → New Ideafoster Era: Bird Impact, Leadership, and IF+.
FAQ's
Why did Ideafoster decide to change its branding?
Because we evolved into a global structure and needed a visual identity aligned with our culture and purpose.
What does the “+” symbol represent in the new logo?
The connection between strategy and creativity, between people and ideas that drive innovation.
Who participated in the redesign?
It was an internal process led by David (Creative Director) and Laura (Graphic Designer), along with Ideafoster’s communication and strategy teams.
What makes the new branding different?
It’s more flexible, digital-first and human. It reflects how we work: collaboratively, adaptively and focused on creating real value.
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