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SUAN Conceptual Design GmbH
Güterstrasse 233, 4053 Basel, Switzerland, 
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Ethelred AG.
Rebranding for integrated time management.

Ethelred AG is one of the established Swiss providers of time and attendance software. With its proprietary e3 software, it serves customers in the DACH region from emergency services, health, gastronomy, retail and administration sectors. But more importantly, it is also a consulting company for integrated time management.

The new branding made a virtue of its limitations: redesigning the interface of the software itself was not part of the project. The creative solution was to transfer the colourful aspect of the existing software into the company’s branding as well. Time bars and data visualization in bold colors inspired the design, as did the values “dynamic” and “reliable” from the brand strategy. The versatility and adaptability of e3 is emphasized by the use of color gradients, curved shapes and the imagery. A lot of white space and high-contrast fonts set fresh accents.


Brand strategy
Corporate design
Brand experience
Web design
Editorial design


Design elements and color concept


Icon concept

Brand strategy

The brand strategy was sharpened in close cooperation with the management. The results served as the basis for the brand architecture and design from the perspective of the brand story and employer branding. The design elements refer to the values carried by Ethelred AG.


Referring to the colorful world of Ethelred and the adaptability of the software solutions, we integrate the jungle with its inhabitants as symbolic imagery into the design. In the photographs of office life, houseplants take their place in the scenes and thus build a bridge to the symbolic images. The imagery appears bright and authentic, matching the graphic elements of Ethelred’s corporate design.

Web design

As one of the most important assets of the new branding, Ethelred’s new website picks up users with a clear, functional and reduced design. The landing page introduces the e3 tool directly and offers calls to actions for support and quoting. In About us, the areas of expertise, the team and also the history of the company are presented in a sympathetic manner. In terms of design, the website plays with a lot of white space, contrasted by color accents and the play of hard and soft contrasts.


Brand experience

In collaboration with Ethelred, we designed the rebranding sustainably towards the brand launch and beyond. From the launch event for the employees, giveaways, the building signage, the adoption of a social media strategy to the simple flyer: The brand experience around Ethelred convinces through consistent design with high recognition value.

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