Fello – The caring mobile operator


Fello is a small mobile operator from Sweden that focuses on transparency and honesty towards it’s customers.


Fello had a good business model and a modern outlook, however they struggled to reach their desired audience as much as they wanted to, nor convincingly attract them.


fel·low·ship (fĕl′ō-shĭp′) – ”The companionship of individuals in a congenial atmosphere and on equal terms”.

A brand-facelift and something to portray the vision of the founders was in order.

We took the meaning of the name (Fello) and created a symbol with a relatable story to the ”everyday-person”: That Fello is on your side and not a huge faceless company that doesn’t care about your interests.

The new website for Fello.se was created with the user in mind. Using heatmaps from their previous site we mapped out user behaviours, patterns and any learnings that could be achieved. This helped us avoid making sure previous mistakes would not be repeated.

The website integrates the Fello characters (and gradients) for playfullness, clearer, more visible CTA buttons and more relevant content overall.


A Fello is your friend, more specifically the type of friend that supports you through all your journeys, good and bad. A good friend never has to tell you how good of a friend he is, he shows it through his actions instead. We wanted to bring that feeling into the Fello-characters as well, making them look cute and friendly. Just like the company vision itself.

ClientFelloServicesDesign, Web, UXYear2017

Web elements