CELERU, formerly known as BIDDA, is a technology company specialized in solutions that optimize business processes, improve customer experience, and drive productivity. They support organizations through consulting and implementation of sales strategies, customer service solutions, and operational efficiency systems.
We partnered with their leadership team to lead a full brand transformation:
we created the new name, defined the strategic DNA, designed the logo, and built a complete visual identity system—ready to scale with the business.
We redefined the brand’s narrative and conceptual framework, aligning it with the corporate strategy projected toward 2030. The goal: to strengthen brand positioning, communication consistency, and relevance across key stakeholder groups.
CELERU’s new logo represents a continuous loop—a visual metaphor for the transformation process organizations undergo when implementing their solutions. It symbolizes a system that guides clients from point A to point B in a fluid, structured, and consistent way, reflecting the brand’s comprehensive support throughout the journey.
Together with CELERU’s leadership team—CEO, board members, and operational leaders—we designed and facilitated a brand-building process based on agile workshops. Our goal was clear: to extract and define the values, benefits, and attributes the brand needed to communicate in order to position itself with strength and consistency among clients, partners, and its own team.
Throughout the sessions, key concepts like disruption, applied knowledge, WOW experience, productivity, and empathy emerged strongly. These were refined into five strategic pillars that now define CELERU’s distinctive character.
In parallel, we worked on defining their organizational values and principles, building a brand ecosystem that is not only solid and aligned with their business strategy, but also easy to adopt and activate by the people who represent the brand every day: the team members in direct contact with clients.
This process turned CELERU’s brand identity into a management, culture, and leadership tool—fully aligned with its business objectives and value proposition in the B2B market.
CELERU’s clients are high-level leaders in high-pressure industries: healthcare, communications, logistics, and services. These are people who know what they’re doing—and need clarity, not noise.
That’s why CELERU’s approach isn’t to disrupt, but to guide—with calm, structure, and purpose. Their service feels like a spa in the middle of operational chaos: a space where problems are untangled and goals are reached through methodical execution.
Based on that concept, we developed a visual system that evokes calm and clarity. The identity is designed to express order, serenity, and direction. Every shape, every color, every pattern is crafted to remind the client that walking with CELERU means moving forward with balance—no guesswork, no noise, just a brand that helps them become their best version.
That’s why we developed a clear, expressive, and custom-built illustration system—designed to visually and accessibly explain CELERU’s benefits, processes, and consulting approach.
The goal: to make the technical easy to understand without losing depth, and to connect quickly without sacrificing rigor.
These illustrations don’t just inform—they communicate with intention.
They humanize a technical service, break down barriers to understanding, and turn every touchpoint into an opportunity to build trust, connection, and memorability.
In high-pressure environments where time is limited, they make the message land clearly and effortlessly.
While much of CELERU’s support happens through digital channels, we knew that technology should never erase the human face behind the service.
That’s why we designed a photographic set that softens the coldness of remote interactions and brings to the forefront what truly matters: courtesy, kindness, attention to detail, and the kind of smile that turns a simple exchange into a memorable experience.
Each portrait was crafted to show what isn’t always said—but is always felt: CELERU’s team is an active part of the value it delivers.
CELERU didn’t just update its identity—it built a brand aligned with its purpose, promise, and ideal client. A brand that communicates with clarity, designs with empathy, and supports with structure.
At Velové, we were involved in every stage of the process: strategy, narrative, design, voice, photography, and visual implementation.
The result is a brand ready to grow with coherence, consistency, and character.
