Way
Brand Identity, UX/UI/Digital, Brand Book
2021
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
Writer – Troy Longie
Logo Concepts
The concise company name and and a lightweight budget pushed the logo concepts towards simple, clean wordmarks focused on typographic details.
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.
01
Match “v” shaped angles on “w” and “y”
02
Sloping, elongated curves
01
Extreme contrast in thick/thin stroke weights
02
Extra large terminals
Photography
Empowering a world of immersive experiences.
Digital
Color Palette
Typography
Polysans
GT Super
Polysans Slim Mono
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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