Blå Design was founded in December 2001 by Henrik Otterstrøm, Gerd Helgheim Slemdal, and two other co-founders who decided it was time to break away from a larger company and shape something of their own. While Henrik and the others have since retired, Gerd remains our CEO and operational backbone. She runs the agency alongside Aimee and Jon, who have headed up our creative agency for over a decade, leading projects from concept to launch

Fast forward to early 2015: the first spark of a new name appeared. We even registered weform.no that February. The plan? A fresh identity. The reality? A sudden avalanche of client work (which, of course, we're grateful for) pushed the rebrand to the "later" pile.

By 2020, the company was preparing to turn 20 – a perfect reason to finally do it. Then … Covid, an office move, and a lot of client work happened. So we put it off yet again.

We picked up the project in 2025, and this time, we properly dedicated time to it. Now, in 2026, after countless drafts, discussions, and a (massive) touch of "shoemaker's children" syndrome, we're finally here. Ready to share it with the world.
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Why WeForm?

The name works on several levels, each reflecting how we approach our work:

We: We're not just a team within the agency – we have an extensive network of trusted industry friends (read: specialists). For each project, we curate the perfect team – selecting exactly the expertise needed to solve your unique challenge. This means you benefit from the right skills at the right time, all coordinated by us.

Form: Our craft is formgiving – a Scandinavian concept that means "the art of shaping." It goes beyond just design; it's about giving form and meaning to ideas, visuals, strategies, and experiences. We form things that are functional, beautiful, and built to last. Formgiving is about understanding the essence of what you're trying to achieve and shaping it into something tangible and meaningful.

The word "form" itself carries multiple meanings that all resonate with what we do: to come together to make a whole; to make or be something; to make something into a particular shape; to begin to exist or to make something begin to exist. Each of these definitions reflects a different aspect of our work – from bringing together diverse elements into cohesive solutions, to shaping ideas into tangible outcomes, to helping new possibilities come to life.

In short: WeForm with our friends, for our clients, and sometimes, WeForm their wildest ideas into reality.

What This Means for You

If you're a current client, you might be wondering: what changes? The short answer is: very little, but you might look at us in a new light.

What stays the same: The same team, the same commitment to quality, the same strategic approach to solving your challenges. We're still the same, just with a name that better reflects how we work.

What's new: A clearer expression of what we are and what we do, our collaborative approach and our focus on using strategic design to create meaningful solutions. The name WeForm better communicates our process: we work together to form strategies, identities, and experiences that drive real results. You'll also notice our website is now in English – a decision that reflects our wish to communicate more broadly whilst staying true to the name we chose.
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WeForm Together

This rebrand isn't just a new logo or a clever name. It's a reflection of how we've evolved – more strategic, more collaborative, and more focused on shaping meaningful work with the people we work with.

We've loved being "Blå" for more than two decades, but it's time for the next chapter. A name that better reflects our approach, our values, and our commitment to creating good design solutions.

So here's to new beginnings, fresh ideas, and the same dedication to creativity and strategic thinking we've always had.

Together, WeForm.