Uncovering the real Omada

Headquartered in Denmark, Omada is the global leader of Identity Governance and Administration. Founded in 2000, the company found itself needing to refresh their brand look and feel to better reflect the company they had become over 20 years in business.


  • Brand
  • Digital
  • Strategy


Omada’s true identity and value was obscured by a bland sea of blue, stock photo overload, and too much techie jargon. The new brand needed to lift up the human aspect of the product and company while embodying both their present and future direction.


We conducted stakeholder interviews, created personas, and developed a messaging framework to establish Omada’s personality, clear, polite, engaging tone of voice, and confidence-inspiring brand story. A modern, dynamic visual identity incorporates a calming primary color palette, contrasted with a vibrant set of secondary colors. Bold shapes explode from a new quarter-globe logo. The website structure and UX paired crisp typography and conscious spacing with a thoughtful approach for content organization and migration for an easily digestible user experience.


The new Omada brand positions the company as the confident leader, bold thinker, and trustworthy partner they truly are. The cohesive look and feel embodied by the new website and collateral material allows the Omada team to more effectively share their brand through all channels, with all customers, with marked improvements to website speed and security. We continue to support their CMO and marketing team on retainer while helping to scale their output as they evolve and grow.

Our new brand showcases a bold new visual identity that perfectly aligns with the next phase of our journey.
Lisa Berg Rydsbo, CMO, Omada

Let's build a brave brand.