Enter the password to view Tori's work.
Building a brand identity as considered as the engineering behind it.
Weave came to me as a new consultancy with a clear vision but no visual identity. Their work spans two very different audiences: domestic refurbishments for architects and homeowners on one side, and recladding and building safety compliance for asset managers on the other. The brand needed to feel warm and approachable for the domestic side, and credible and precise for the commercial side, all while expressing the founding idea: weaving the new into the old.
With no existing brand to audit, the work started with positioning. I mapped the engineering consultancy landscape, sat with the founder to understand the kind of work and clients he wanted to attract, and translated that into three brand pillars to guide every visual decision.
Working sessions to surface the founding idea, the kind of work that excites her, and the audiences she wanted to win.
Mapping engineering consultancy visual conventions to identify where Weave could feel distinct without losing credibility.
Three principles to guide every visual decision: warm and human, architectural and context-led, calm and restrained.
Two interpretive routes ran in parallel. One drew literally from weaving techniques and traditional patterns. The other treated the W as an emblem, abstracted from architecture and form. Each was tested against the brand pillars before landing on the chosen direction.
A. Inspired by weaving techniques
B. W as emblem
The full identity rolls out across logo, colour and typography, a calm, considered system designed to scale across both audiences.
