Brand and proposition

Be distinctive and memorable

For public listed companies whose story is harder to tell than their balance sheet.

Our perspective

A brand is not the logo and it is not the guidelines document.

Perception is the thing a stranger can repeat about you after thirty seconds, and whether that thing is worth repeating. The usual failure is sameness: every listed company in the category claiming the same three virtues in the same three words. We find the proposition first, the line that says why you and not the next name on the list.

  1. 01Proposition and positioning
  2. 02Brand architecture and naming
  3. 03Audience and buyer insight
  4. 04Visual and verbal identity
  5. 05Identity systems built to run at speed
  6. 06Investor and corporate materials
  7. 07Motion, 3D and art direction

Teako Minerals

Evolved, not replaced: one mark, one red, and the identity worn underground.

The mark inverting across its diagonal.
The mark on the crew’s jacket, walking the adit under the film lights.
The palette as bands panning across the square: Ground, Ink, Paper, Milano Red, Stone, Slate and Deep.
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Tufford Group

A proposition first, and the line that carries it.

Human, connection, verification, reputation, integrity, clarity, set large on the gradient.
Human, connection, verification, reputation, integrity, clarity, set large on the gradient.
The line under the wordmark, in white on the pattern.
The line under the wordmark, in white on the pattern.
The storefront: the line on the orange pattern, edge to edge in the window.
The storefront: the line on the orange pattern, edge to edge in the window.
They weren’t chasing awards, applause, or creative industry ego. They were focused on one thing: taking us, and twenty years of hard-earned credibility, to the next level.
Sean TuffordChief executive, Tufford Group
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MUZO Health

One mark, on the jar, on the pack and on the sweatshirt.

The jar on the table, the wordmark close.
The jar on the table, the wordmark close.
The MUZO x JR Strain sweatshirt turning by the fire, the Aeroponics print coming round.
Two sealed silver MUZO packs on a white plinth, labelled GP 31/1 and SDZ 27/1.
Two sealed silver MUZO packs on a white plinth, labelled GP 31/1 and SDZ 27/1.
Most of this industry feels stale, like the worst part of a hospital. WAO gave us the opposite: a brand people actually feel something about.
Liam MarshManaging Director, MUZO Health
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Art By San B

Crafting Legacy is the line; the emblem, embossed, cast and pressed in wax, is how it is kept.

The emblem blind-embossed on the black folder, close.
The emblem blind-embossed on the black folder, close.
The emblem on the cufflinks, the camera panning across them.
A brass seal and a black wax impression of the emblem beside a SAN B card.
A brass seal and a black wax impression of the emblem beside a SAN B card.
I take my craft seriously, and so did the guys at WAO. What I did not bargain for was the thinking: critical, strategic, and aligned with my vision. They challenged me.
San BArtist
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Questions buyers ask

What is the difference between brand strategy and brand identity?
How long does a rebrand take for a listed company?
Do we need a new logo, or can the brand we have be evolved?
How do you keep a brand consistent across a website, a deck, social and film?
Why does a brand matter to an investor?
Expertise
Customer and investor experienceProduct and technologyCampaigns and multimedia
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