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.
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
The concise new company name and some budget limitations pushed the logo concepts towards simple, clean wordmarks.
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.
How it’s unique
01
Match “v” shaped angles on “w” and “y”
02
Sloping, elongated curves
How it’s unique
01
Extreme contrast in thick/thin stroke weights
02
Extra large terminals
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.
Way’s photography depicts the depth and richness of the brand-defining experiences guests have leveraging their software.
To wrap up the project, we delivered a brand book to help guide the team during their various growth stages.