Way

Brand identity ———  Digital ———  Brand Guidelines Book

Way offers a simple, scalable software platform that provides hotels and resorts the power to create and curate unique guest experiences.

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Empowering a world of immersive experiences.

Over the the span of 5 months, writer/creative director Troy Longie and I worked closely with Way's two founders to build their brand from the ground up.

DELIVERABLES

Logo
Web Site
Brand Book

TEAM

Troy Longie – Writer/CD

Services Provided

Design & Art Direction
UI/UX
Digital Design

Logo Concepts

The concise new company name and some budget limitations pushed the logo concepts towards simple, clean wordmarks. 

A
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How it’s unique

01 
Typefaces with these general characteristics are commonly more vertical.

02 
Abrupt, high stroke contrast (between thick and thin) references calligraphy and “Didone” typefaces which are often used with premium brands. 

03
Wide, flowing terminals. Terminals are commonly much more round. 



B
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How it’s unique

01 
Match “v” shaped angles on “w” and “y”

02 
Sloping, elongated curves



C
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How it’s unique

01 
Extreme contrast in thick/thin stroke weights

02 
Extra large terminals



Color Palette

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Typography

Polysans
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GT Super
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Polysans Slim Mono 
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Web Site

The website was to play a critical role in the teams sales funnel and level up prospects knowledge of the software prior to the first demo meeting. Prior to visual design, page content and messaging heiarchy was refined  through super simple wireframes. 

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Photography

Way’s photography depicts the depth and richness of the brand-defining experiences guests have leveraging their software. 

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Brand Guidelines

To wrap up the project, we delivered a brand book to help guide the team during their various growth stages. 

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