Aro Systems

Who: Aro Systems Oy
What: Brand strategy, brand visual concept, art direction, graphic design, photography, web design
When: 2013-2014


In late 2013 Aro Yhtiöt were about to merge their three businesses into a single company, Aro Systems. I was tasked to develop a branding concept and design the visual identity for the newly formed HVAC, construction and renovation company. The family owned business required that some of the old heritage should be retained in the new visual identity like the color blue.

The final concept and execution is inspired by the rough and tough daily grind at construction sites. Fire, water, wood, earth, metal harnessed by skilled hands to become beautiful constructions. Hardworking and honest attitude combined with technology and techniques of tomorrow.

Conceptual process

Logo and typography are inspired by bold, clear and minimal architecture. Key descriptors: geometry, symmetry, sharp edges, straight angles and round circles.

Construction is defined by a sort of ruggedness yet it is at the same time quite vibrant and dynamic. I wanted to not only take the colors from the elements but also capture the inherent excitement and power of harnessing fire, metal, water and earth in the photography.

Stationery, magazine and print design

Web design