Waitly is a pioneering SaaS company specializing in digital waiting lists, initially focused on the housing sector in Denmark and expanding into Germany. Recognizing the importance of adapting to diverse markets, Waitly began a journey to redefine its brand identity, aiming to appeal to its youthful audience while improving the digital user experience. The outcome is a vibrant and playful brand identity. Waitly’s dedication to transparency lies at the core of its identity, exemplified by its new visual symbol: the “worm.” This straightforward yet meaningful graphic portrays a line of waiting with a dot representing an individual, capturing the essence of the company’s mission.