Way

Brand Identity, UX/UI/Digital, Brand Book

2021

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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. 
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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. 

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

02 
Sloping, elongated curves



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01 
Extreme contrast in thick/thin stroke weights

02 
Extra large terminals



Photography

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Empowering a world of immersive experiences.

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Digital

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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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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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