2auf3: Brand Strategy, Positioning, Brand Design
Building a value-led
agile Brand that drives Growth from Day One.
The Challenge
2auf3 was at an early stage of its journey. The founders were deeply values-driven and clear about the kind of company they wanted to build – but not yet about how this should translate into a brand.
From the very beginning, it was important to them that the brand would not be an afterthought. Positioning, communication and future customer relationships needed to be aligned with their values from day one. At the same time, the brand had to leave enough room to grow – without limiting future products, services or strategic directions.
Another key challenge was creating a shared understanding between the two founders: a common reference point for decisions, priorities and how they wanted to show up as a company.
The Solution
The project started with the development of a solid brand strategy as a long-term foundation for 2auf3.
In a joint positioning workshop, we worked through the core of the brand: promise, values, ambition, differentiation and strategic direction. The goal was not to define a rigid construct, but to create clarity – a brand framework that provides orientation while remaining flexible enough to evolve.
Based on this strategic foundation, the brand positioning was sharpened and translated into a visual identity built from scratch. The design, including the logo, was developed directly from the strategy – ensuring that the brand’s attitude and values are visible, not just articulated.
Throughout the process, I worked closely with the founders as a strategic sparring partner, challenging assumptions and sharpening decisions where needed.
The Result
2auf3 now has a clear and focused brand foundation that guides decisions and communication from the very beginning.
Both founders share a common understanding of what the brand stands for and where it is heading – creating strong internal alignment and a reliable basis for future growth. The resulting visual identity reflects the strategic positioning and gives the brand a credible, confident presence.
Most importantly, the brand is built to scale. It provides clarity without restricting development – offering a strong, values-driven framework that can grow alongside the company, its products and its ambitions.
Brand Positioning:
Advancing What Matters.
At the core of 2auf3’s brand positioning is a clear belief: progress only creates real value when it is driven by what truly matters.
Advancing what matters defines how 2auf3 approaches decisions, collaboration and solutions – with focus, responsibility and a strong value compass. The positioning is deliberately open, allowing the brand to evolve alongside the company, while still providing a clear direction. It serves as a strategic anchor for communication, product development and customer relationships, ensuring that growth is guided by relevance, not momentum alone.
"The process helped us align as founders. We now share a clear understanding of what our brand stands for and what it doesn’t. This wasn’t about creating a brand for today, but about building a strategic foundation we can rely on as complexity increases. Our brand core became a common reference point for our decisions."
Jonas Mühlbauer
CEO & Co-Founder of 2auf3
Creative Direction:
Engineered Momentum
The brand design is built around the idea of engineered momentum – forward movement that is deliberate, grounded, and precise. Inspired by modernist principles and system-based design, the visual language emphasizes clarity, function, and controlled dynamism. Momentum here is not driven by noise or acceleration alone, but by understanding first, then deciding – and delivering with confidence. Dynamic color gradients introduce energy and depth without sacrificing rigor, reflecting a brand that is tech-optimistic, self-assured, and focused on impact that lasts.
Engineered Momentum positions the brand as a catalyst for meaningful progress: decisive, reliable, and human-centered – moving things forward because it knows what matters.
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Logo Development
The symbol for 2auf3 is deliberately reduced. It is built around two opposing forms that create tension, balance and progression at the same time. The mark reflects the brand name and the idea of Advancing what matters by visualizing movement with intention – not linear growth, but considered forward motion. The open, geometric structure leaves room for interpretation and development, while remaining precise and distinctive. As a visual anchor, the symbol embodies the brand’s mindset: focused, value-driven and open to what comes next.
Fluid Color,
Grounded by Grain
Color is used as a dynamic system rather than a static palette. Gradients introduce fluidity, motion, and depth – always combined with a subtle grain to retain tactility and groundedness. This approach allows the brand to
move confidently between dark and light color worlds, adapting to different contexts while remaining unmistakably consistent.
Gradients are not decorative elements, but narrative tools: they support storytelling, guide attention, and visualize momentum. Controlled variation ensures energy without chaos – reinforcing the brand’s ambition to move things forward with clarity and intention.
"In startups, founders often come from quantitative backgrounds like business, tech, or finance. When making executive decisions, it’s crucial to work with someone who understands both the business realities and the creative domain.
Ellen brings exactly that combination: a strong creative perspective paired with a deep understanding of business needs and how to translate them into a clear strategy, a compelling brand, and the right assets to support growth."
Sebastian Gütgemann
CTO & Co-Founder of 2auf3
Typography as a
System of Trust
The typographic system is built for clarity, confidence, and reliability. Sans-serif typefaces with a modern, open character support fast comprehension while maintaining a grounded, human tone. The typography reflects the brand’s attitude: self-assured without being loud, precise without being cold.
Clear hierarchy and generous spacing ensure focus and orientation – reinforcing the brand’s commitment to relevance over noise. Typography is treated as a functional system that supports decisive communication and consistent performance across all touchpoints.
Design rooted in a
Strategic Brand Core
Our Ambition: Advancing What Matters.
Progress is only valuable when it is directed. We concentrate our efforts on topics that are relevant, necessary, and capable of creating real impact. Rather than chasing momentum for its own sake, we choose focus, intention, and substance.
What drives us is the pursuit of meaningful forward movement. We question priorities, reduce complexity, and commit to work that holds up over time. The goal is not more activity, but better outcomes - progress that is worth sustaining and aligned with what truly counts.
Our Attitude: Confidently Grounded.
We move things forward with confidence while staying rooted in reality. Our optimism for technology is pragmatic, not blind. We believe in progress, but only when it is grounded in real-world constraints, context, and impact.
Confidence does not require volume. We are willing to challenge assumptions and provoke when comfort leads to stagnation. Our beliefs are strong, but never rigid – open to change when reality proves us wrong. We focus on action over talk, choosing momentum over noise and substance over show.
Our Approach: Compassionately Decisive.
We lead with empathy to understand before we act. By listening actively – internally and externally – we gain clarity on perspectives, constraints, and goals. Collaboration is used as a tool for alignment, not dilution. Relevant voices are included, while responsibility and ownership remain clear.
Empathy sharpens decision-making rather than slowing it down. We focus on shared outcomes over individual interests and prioritize with intention instead of seeking consensus at all costs. Our approach is simple and disciplined: first understand, then decide – and then deliver.
Our Performance: Reliably Effective.
We deliver results that last – not just in the moment, but over time. Performance is defined by relevance, not speed alone. We focus on what truly moves the needle and choose timing deliberately, acting fast when it creates real impact and holding back when long-term effectiveness matters more.
Reliability is at the core of how we perform. Our work is designed to be effective today and resilient tomorrow – building trust through consistency, clarity, and outcomes that can be counted on.
