Edastra is an entrepreneur-led investment firm founded by Swedish entrepreneur Robert Ahldin. Built on clarity, conviction, and long-term thinking, Edastra operates with short decision paths and minimal administration, focusing on developing companies, sharing knowledge, and acting with intellectual independence.

At the core of Edastra’s new visual identity, developed by Gärde Design Studio, is Upplyst – the firm’s podcast and most far-reaching expression. Rooted in Enlightenment thought and Gnosis, it frames knowledge as something to be questioned, shared, and refined, forming the conceptual foundation of the identity.

The design concept, Lux Mentis (“light of the mind”), expresses this philosophy through a minimal, precise system where content leads and form supports. A central symbol represents both the spark of ideas and the steady rhythm of long-term growth. The custom-designed wordmark is carefully aligned with the symbol, with serif details calibrated to create structural and visual coherence across the identity.

GD Serio was selected as the primary typeface to support Edastra’s editorial and analytical voice. Its humanist character conveys clarity, calm, and credibility, making it well suited for knowledge-driven content across digital and print applications.

Paired with GD Gaio, used primarily for small text and captions, the typographic system balances warmth and precision while maintaining clarity and hierarchy across all touchpoints.

Uniplay was developed to rethink corporate learning as something engaging rather than obligatory. Rather than functioning as a static archive for brand assets and training material, the platform frames learning as play – interactive, rewarding, and designed to encourage return and participation. Gärde Design Studio was commissioned to reposition and rebrand Uniplay, developing the visual identity and its key digital touchpoints, including the website, applications, and core communication assets.

This idea shaped the visual identity, guided by the principle “Trust the Fun!”. A system of four game-inspired geometric shapes expands across logotype, illustrations, and interface elements. To ensure consistency while allowing variation, a custom Processing-based tool generates both the logo and the broader visual language.

Typography is intentionally restrained. Uniplay uses GD Gaio as its primary typeface – a neutral design rooted in the tradition of ‘normal’ typefaces that prioritize clarity over expression. Optimized for screen use and supporting over 200 languages, Gaio functions as an invisible framework throughout the platform, allowing content and interaction to take precedence. By disappearing, it enables meaning to appear.