AROS_case

Engineering a Culture of Curiosity

Aros Electronics is a mechatronic company based in Gothenburg, Sweden — quietly powering world-class innovation in motion control, embedded systems, and electronics. But while their technology was cutting-edge, their challenge was human: how to attract the next generation of engineers in a competitive global landscape.

Our collaboration began with a question — not about products, but about perception. How does Aros show up in the world? And how can that presence reflect the energy, freedom, and inventiveness that defines life inside their walls?

Together, we built a brand platform, a communication strategy, and a new visual identity — designed to resonate with young talent. From there, we brought it to life through a dynamic website and an experience-driven fair booth at Chalmers University, aimed directly at the people Aros wanted to reach.

CULTURAL CHALLENGE

Early in the process, it became clear that the real challenge wasn’t about technology or markets — it was about people. How do you attract the right ones, and keep them? The heart of the work became cultural.

We uncovered and elevated what Aros calls “the Aros spirit” — a rare mix of technical brilliance, experimental freedom, and human warmth. At Aros, failure isn’t a setback — it’s part of the process. Side projects are encouraged. Laughter is common. And initiatives like the Moonlight Project give employees space to explore their own ideas after hours.

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To showcase this, we turned the spotlight inward — gathering stories from the team, inviting them to describe what makes a colleague stand out. The result was a portrait not just of a company, but of a culture: open, curious, and quietly exceptional.

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IDENTITY & EXPRESSION

We developed the concept “Innovation in motion” — a theme that not only reflects the mechatronic essence of Aros, but also the energy and freedom that define its culture. At its core lies a double meaning in “make it happen”: for team members, the possibility to realize their own ideas and dreams, and for Aros as a company, the ability to transform innovation into tangible solutions.

The visual identity was shaped to mirror this spirit — bold, dynamic, and contemporary. Oversized typography and playful graphic cuts create a sense of movement and rhythm, echoing both the precision of engineering and the inventive mindset of the people behind it. It is an identity rooted in the core of Aros, designed to feel relevant today while leaving space to evolve with the future.