Webtec 4.0 · the brand book
A new brand for a growth agency.
We stopped looking like a website vendor, because we stopped being one. Here is who we are, who we are for, and how every page looks and sounds.
01 · WHY WE CHANGED
Same team. A different job.
Webtec grew from building websites into growing businesses. The brand had to catch up with the work.
- WEBTEC 4.0
- A growth agency
- Your win: sales, signups, bookings, quotes, calls
- Custom React and Next.js builds
- Visible in Google and in AI answers
- A named Growth Manager
WHY WE CHANGED
The old look sold websites. The new one sells growth.
Webtec now leads with a named Growth Manager, visibility in search and AI, and conversion. The brand follows: bolder type, a confident palette and one mark that does the talking.
Helping businesses grow since 2017
02 · POSITIONING
Where we stand. And why it wins.
Visible where buyers look, in Google and in AI answers. Then built to turn that attention into the win that matters to you.
THE LINE
Be the answer. Win the customer.
POSITIONING
For established businesses that need customers, not just a website, Webtec is the growth agency that makes them the answer in Google and AI, then turns that attention into wins, with one person accountable for the result.
WHO WE ARE, IN ONE SENTENCE
Webtec is a digital growth agency headquartered in Stockholm, Sweden. We rebuild websites and grow businesses through design, SEO, AEO, paid ads, and branding, delivered by one in-house team working remotely across the globe.
WE ARE
4- A growth agency, measured by your wins
- One in-house team
- Honest about fit, before you spend
- Built for search, AI answers and conversion
WE ARE NOT
3- A website vendor or template shop
- A ranking-guarantee agency
- A software company
03 · WHO WE ARE FOR
Built for owners who want results.
We design every page for one person: the owner who has to trust us with something that took years to build.
IDEAL CLIENT
Established businesses that are ready to grow.
- Small and mid-size, already trading
- Europe and North America
- A website that should be doing more
- One decision maker who wants a partner
The owner or managing partner
Not a marketer. They run the business, they sign the cheque, and they judge us on one thing: did it bring them more of what they count as a win.
They want
- Customers, not just a website
- One person who knows their business
- Plain-English numbers
They fear
- Being handed to a junior
- Paying and seeing nothing
- Losing rankings in a redesign
Before they call
- Read reviews
- Ask an AI assistant
- Hear from a referral
04 · LOGO
One stroke. One W.
A single fluid line forming a W. Used on its own, on four grounds, and never changed.
One fluid stroke forming a W. The mark stands alone, with room to breathe around it.
- White on navy
- Navy on white
- White on blue
- Navy on sun
THE FAMILY
- WebtecThe company and its growth work
- Webtec AuditorThe free AI growth audit. An A, with a check.
- Webtec PremiumCustom builds. A P with a gold dot.
05 · COLOUR
Many colours. One system.
Navy and electric blue carry the weight. Coral, sun and sky bring the energy of the people behind it.
- Aa
Ink navy
Text, dark bands, footer
- Aa
Electric blue
Accent, links, highlights
- Aa
Sky
Accent on dark
- Aa
Coral
Energy and calls to action
- Aa
Sun
Warmth and emphasis
- Aa
Cloud
Page ground
THE BALANCE ON A PAGE
Light ground and navy ink do most of the work. Blue leads the eye. Sun and coral are the spark, used sparingly so they still mean something.
Green
Results and wins. Nothing else.
Red
Problems to fix. Nothing else.
06 · TYPE
Big, bold and easy to read.
A heavy, slightly condensed display face so a sentence feels like a statement, with a calm body face and a mono for the details.
DISPLAY · BRICOLAGE GROTESQUE
800 · width 88% · tracking −0.04em
Aa Gg
- HeroBe the answer.
- SectionWin the customer.
- CardOne person, accountable.
BODY · INSTRUMENT SANS
Aa
Calm and very readable, so long answers stay easy. Plain words, short sentences, numbers first.
LABELS · JETBRAINS MONO
Aa 01
Eyebrows, chips, data and the small print.
07 · DESIGN STYLE
Clear first. Then beautiful.
Six rules every Webtec page follows, and the pieces they are built from.
One idea, one action
Every view has one job and one obvious next step.
Proof before the ask
Real work and real numbers come before we ask for anything.
Statement left, sentence right
A bold headline, then one sentence that earns it.
Balanced grids
No card sits alone in a row, and no box is stretched empty.
Real over stock
Client sites, real people and data drawn from data.
Motion with a reason
Movement guides the eye, and calms down for anyone who asks it to.
THE KIT, LIVE
08 · IMAGERY
Real work. Real people.
We show what we built and who built it. A few strong images beat a wall of stock.
USE
4- Real client sites and real results
- Our own team, as they are
- Charts drawn from real data
- Soft 3D icons, for icons only
AVOID
3- Generic stock photos and handshakes
- Mascots and cartoon characters
- Screenshots of numbers we cannot back
09 · VOICE
Say it plainly. Then prove it.
We write like a straight-talking expert across the table, not like a brochure.
Be the answer. Win the customer.
Skyrocket your rankings with our cutting-edge solutions.
We tell you before you spend anything.
We are committed to delivering world-class results.
One person is accountable for your growth.
Our holistic ecosystem leverages synergies.
HOW WE WRITE
5- 1Statements, not questions
- 2Numbers first, and only real ones
- 3Plain English, US spelling
- 4Short sentences. No em dashes.
- 5Promise the work, never a ranking
WORDS WE DO NOT USE
- Skyrocket
- Leverage
- Synergies
- Holistic
- Cutting-edge
- World-class
