Willo

A name to power the future.

Willo comes from willpower. It’s a tip-of-the-hat to the grit and genius of people who work to understand and harness nature (also known as: scientists).

The naming process helped the team envision the kind of company they wanted to be. We explored a range of territories, from ambient and human to more mythical, infrastructural and scientific. As the go-to-market story evolved, we became more drawn to names that balanced technical breakthrough with warmth and approachability.

“Willo” works because it captures that balance. It feels soft, distinct and human, while still sounding like a serious technology company. And, just like Willo’s technology, the name can be applied universally, giving it the flexibility to show up in any industry or context with the same brand power.

Hyperspectral colors shape a dynamic visual identity

The brief for the visual identity was to introduce Willo as a trillion-dollar idea built on a proven breakthrough in physics. World-class talent won’t sign up for any startup with a vision, while licensing partners want the next big thing that actually works.

This was especially tricky, since the core technology and hardware could not be shown publicly. Our solution was a system of hyperspectral colors that represent wireless energy in the brand’s primary visuals. The colors express a continuous, seamless flow of energy as a bold brand signature, and can be used flexibly across still and animated applications.

For over a century, energy had been fixed to the wall. Now, we could see it set free.

A powerful logo, built to last

The Willo logo is a modern, timeless wordmark set entirely in lowercase. Its rounded forms and balanced proportions express a contemporary and human brand; one you’d trust to power anything, from industrial robots to household stove tops. Designed for digital-first environments, the logo emphasizes clarity and accessibility, forming a strong and flexible foundation for the visual identity. The distinctive “w” gives the logo its character, while also functioning as a distinctive brand element in its own right.

Effortless UX and concise web copy to captivate audiences

The sleek new site brought the brand together just in time for CES 2026. Seamless UX and subtle motion echo the invisible flow of Willo’s technology, while clear structure makes it easy to understand and follow. Crisp copy turns a complex breakthrough into something the whole world can grasp.

A sequenced PR strategy and launch at CES 2026

With Willo's brand in place, the final piece of the puzzle was planning and executing a PR launch that could cut through one of the busiest tech events of the year.

A major part of the work was turning a very complex technical story into something that could land with different audiences, ranging from top-tier tech press and startup media to investors and potential OEM partners. We developed key assets and crafted a sequenced launch plan, relying on embargoed media briefings, NDA-protected demo conversations and public messaging. As opposed to treating PR as a one-off launch, we aimed to build a longer narrative arc that would carry Willo from stealth emergence and CES visibility to the company’s funding story and broader positioning as a European deeptech company with global significance.

As for the end result? This headline speaks for itself: