A New Brand Identity for BeMighty

Bev & I worked with What Associates to create our brand and were handheld throughout.
Having not been through the branding process previously it was all explained clearly and without haste, such that we felt educated and nurtured thoughout! We felt able to ask questions when we didn’t understand and together we have made something we are very proud of and that is robust and capable of evolving as the company does too.
Wendy and her team worked tirelessly to create something that Bev and I both engaged with, this required lots of openness from both parties and WHAT made this development work easy to do and invited us and reassured us that we would find the right words and images for our new entity. They were right! We love it!

I would recommend WHAT without a shadow of a doubt. They help you fine tune the essence of what it is you are trying to create and distils it into your brand.
— Miriam & Bev (BeMighty)

We were approached by Bev and Miriam to help them name and brand their new company.

They were combining their skills in Life coaching and Sailing coaching to empower women in business and in the wider world. The sailing and life coaching courses promote self-confidence, self reliance, and development of self-esteem, good health and general wellbeing. Changing the way women live life for the better.  

BeMighty combines sailing with life-coaching to create an entirely new and life affirming experience, made for women, by women.

The courses will involve taking women out of their comfort zone. 3 strangers embark on a weekend voyage of discovery at sea while developing new skills and greater self belief and confidence. Initially the business will be focussed on corporate training however their mission is to open the courses up to women from a range of backgrounds who would also benefit from their empowerment and confidence coaching.

We loved Bev and Miriam from the moment we met them and whole heartedly believed in their idea and their ability to make a successful business.

We began with naming.

BeMighty combines both the initials of the founders names Bev and Miriam. BeMighty is open and flexible allowing for growth and diversity. A range of opportunities and services for people to identify with.

The identity
Our brief was to create a powerful identity which embodied Bev and Miriam’s beliefs and character. They are central to their business and we wanted them to be very visible in the design treatment.

The Monogram
This design incorporates the founders initials B & M as a monogram. The lines are used to suggest a wake from a boat providing momentum while the tilted direction looks positive and dynamic. The typeface is highly legible, bold and the line of the brand mark and the typography match in weight. The mark also resembles a graphic heart.

The BeMighty logo consists of three elements: the heart symbol, name typography and strap-line. 

Pattern + Colour

Diagonal stripes can be used for pattern to accompany the identity. A twist on the traditional horizontal stripe pattern worn at sea. The stripe pattern can be recreated with the colours from the BeMighty palette. Four colours work together to form a concise look.

Photography

In this instance we were asked to provide guidance and art direction rather than produce the photography.

The imagery used to promote BeMighty should be Bold, Vibrant and Dynamic like them. We suggested a reportage style of portrait photography to capture raw emotion + the experience.

We also encouraged BeMighty to incorporate stripes, lines and horizons into any brand photography and imagery for consistency: Ropes, Masts lined up, Horizon lines, Sewn sails, Sea linear maps, Decking, sunsets 


Coes Summer campaign launch

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CREATIVE STRATEGY | PHOTOGRAPHY | DESIGN | JOURNAL

Our brief from Coes was to create a campaign which would combine their involvement with The Elmer's Big Parade art trail which has been organised to raise money for St Elizabeth Hospice whilst promoting their Summer style and encouraging people to shop local .

This campaign idea was a direct result of delving deeper into the origins of Elmer’s story.

  • Elmer’s tale is all about celebrating differences. 

  • All friends pulling together.

  • Embracing diversity with a clear message that everyone can join the party.


A Carnival of Colour

The high street has become homogenised - it’s the independent shops that create interest. They’re different from the rest and bursting with colour, passion and personality.  This Summer Coes are celebrating the colourful array of businesses that surround them on the high street where their 3 shops are located; Ipswich, Maldon and Felixstowe. These towns are brimming with independent retailers, each bringing their own individuality, creativity and innovation to the high street.  All these businesses are owned by people with a real love and passion for what they do, and for the role they play in their local communities.

Shop keepers and business owners became our models, dressed in Coes outfits, on their premises, bright + vibrant spaces. The message is one of community spirit, positivity and celebrating differences. 

We loved getting to know each of the business owners who participated in the photo shoot for Coes and discovering so many more independent business along the way.  We hope this campaign will help unite the independent business owners who we admire so much and encourage people to think about how they can support local businesses and invest their money into the communities in which they live.

The Journal this Spring/Summer is full of bright and vibrant fashion, individual style and positive reasons to celebrate. You can Pick up a copy in store or follow @Coes_stores on social for more information about the campaign and how to get involved. 

We have been working with Coes since 2017 as their Creative Agency. Coes present a unified campaign strategy across three shops and online. We are responsible for their Creative strategy, Design and Photography for campaigns which work across all aspects of their business; Marketing, In-store, Website, Social and Display.

As a small independent business ourselves we like nothing better than working with like minded independent businesses who are passionate about what they do and really care about providing a unique service to their customers. 

 #LoveIndependent

Coes website May 2019 Photography WHAT

UNIT launch their new website

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WEAREUNIT.co.uk

We have had the pleasure of working with UNIT - The dance company for everyone!

Initially we were asked to help them promote their shows and create a new website. However we encouraged them to re-address their branding before progressing too far. Their logo was great (that didn’t change) but they needed an identity to support them and everything they do. Helping define their tone-of-voice and messaging was extremely helpful when approaching the design of their website. We knew who their target audience was and were therefor able to give them digestible and relevant information in a highly visual and engaging website.

The website went live this week and we look forward to working with UNIT on their marketing going forward.

Naming and Branding for HERO Site Solutions

Michael Bolton previously of Bolton Brothers Ltd asked us to work with him to create a new name, brand identity and design collateral for the launch of his new business offering waste management, event services and storage solutions which are convenient, efficient and cost effective while promoting sustainable and environmentally sound principles.

How we work

Discovery phase is where we always begin. Understanding ‘what, why and who for’ before we start thinking about names and identities. Researching the industry and understanding more about their competitors gave us insight into how to differentiate them from the rest.

The 2nd phase is defining a brand strategy. We work with our clients to define their brand vision, mission and values. With this structure in place we can write a creative brief which is signed off by our clients before progressing into creative strategy and design. The creative brief contains, vision, mission and values and finalised single minded proposition based on discovery phase observations with clear objective

The name
We do not present our clients with list of names - instead we presented Michael with 2 concepts we believed worked with the insight and strategy we’d proposed in the creative brief. The ideas reflected the core branding pillars and would appeal to his core target audience and a name naturally matched the concept.

Michael chose HERO Site Solutions

HERO is dedicated to fighting the evil of the universe, protecting the public, and battling super-villains. Behind the actions of our HERO is a compelling story, one of justice, fighting wrong and clearing up after people. 

Hero Site Solutions | New brand identity

A short catchy name - which works well as a pre x to all the services offered by HERO. Site Solutions is the ‘collective description’. 

HERO | Site Solutions  HERO | Clearance  HERO | Clean Up  HERO | Sanitation  HERO | Recycling …

The Symbol

Like all superheroes there is a symbol HERO identifies with - The lightening Bolt.

The Bolt symbol is own-able as it’s in Michael’s name Bolton. The logo consists of two elements: The HERO logotype and the recycling symbol with the bolt incorporated.

We have also created a series of bespoke icons to represent the different services HERO provide as well as providing guidance for photography and images.

We are working with Michael to help him develop compelling design and marketing to promote his business as it grows. HERO’s website is being developed by a separate company. The brand guidelines we give our clients provide guidance, direction and support for everyone involved in their business and they are the guiding principles for all activities undertaken by the company and its employees and any third party working on their behalf. These guidelines are a framework to create clear consistent marketing communication for the business who ever is involved in it’s creation.  The more consistent your messaging and appearance, the more consistent your branding will appear to build awareness and develop trust and loyalty with customers.

New Signature style campaign for Coes

The new ‘Signature Style’ campaign has launched at @coes_online. This is the third time we’ve run this campaign and it’s by far one of our most enjoyable photo shoots. All models are Coes customers, selected by department managers who think they stand out in regards individuality, style and personality. 
Very few people have modelled before and to begin with they are a little shy but they soon warm up as they get less aware of their studio surroundings and more focussed on conversation. We capture them in full-effect! 
We love getting to know them and hearing their take on their own signature style. 
Thank you @amitlahav@helenrunsdavies , @kiziwoo and Shyam, @eddburgess and of course lovely @oliveoilcockapoo 🐶 


Find out more at coes.co.uk | @coes_online | and take a walk down Norwich Road to see the windows - they’re looking great! 


Photography | Creative Agency: WHAT

Coes Mammoth Clearance Event - campaign

We have designed a bold and attention grabbing identity for the Mammoth Clearance Event at Coes. This is their biggest ever sale, they’re looking to clear excess stock and make room for all the new Summer stock being delivered.

The star of the campaign is an illustrated mammoth which differentiates it from a normal sale and gives it a bit of character and visual impact. Slightly haphazard brand marks have been jumbled up to display the range of stock available. With the clear strap line, which relates to the Sale and the Mammoth.

Once they’re gone... They’re gone.

WHAT: Strategy | Design |Press advertising | Shop Window graphics | In-store display graphics

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New brand identity for Orwell Motorcycles - Get on and Ride!

Orwell Motorcycles got in touch with us initially to help them with their advertising and marketing. We encouraged them to look at their brand identity to make sure how they were as a business was accurately translated in their appearance. There was a mismatch - their identity looked dated and didn’t do their offering, service and merchandise justice. We began this brand re-design process with a full audit of their current offering and then proposed a new direction which we felt accurately represented their vision for their business now and in the future.  

Orwell Motorcycles new brand identity

Symbols not words

Orwell Motorcycles has become an Ikon: Clean, Modern, Simple and Adaptable. This visual shorthand is a valuable communication device for Orwell Motorcycles it connects with their customers and conveys what they do effectively. Bespoke Icons have been designed to represent every service and aspect of their business.

The colour palette   

A punchy shot of bright yellow ping colour against dark grey. Yellow is the most luminous of all the colours of the spectrum, combined with black or dark grey, it creates one of the easiest colour combinations to read and see from long distances. It also reflects the high-vis colour associated with motorbike safety.

All passionate motorcyclists

Situated in Ipswich, Suffolk, Orwell Motorcycles is the official dealership for Suzuki + Kawasaki motorcycles. With over 35 years experience, they’re bigger than ever and their vast showroom has capacity for an ever growing supply of new and used motorbikes as well as a huge range of parts, clothing, accessories and an on-site dedicated workshop providing repairs, servicing and MOT’s. All passionate motorcyclists, they get it!

They are such a great company, so friendly and knowledgeable - hence their new strap-line:

Get on and Ride!


WHAT work

This project has involved branding, signage, interior specifications, uniform, van wraps, marketing, email marketing, photography and advertising. We are looking forward to partnering with them for the foreseeable future.



New Year campaign for Coes

Coes have kicked off 2019 with a bright & positive campaign.

The aims of the campaign are:

  • Promote the selection of brands / merchandise available at Coes

  • Motivate people to make a difference to their life.

  • Convey a positive change + positive start to the year.

Custom typography and bold colours pop in store, in the windows and on their website.

WHAT: Strategy | Design

New brand identity for Okika Advanced Beauty

OKIKA brand identity by WHAT associates

Our brief from Natasha was to create a name and identity for her new advanced beauty salon.

Naming is a difficult process to define. The way we approach naming is look for an over arching a concept and then a naturally a name is discovered through this strategic process. 

Our starting point for this project was: symmetry

SYMMETRY influences judgments of aesthetic traits of physical attractiveness and beauty.

We considered how to represent symmetry typographically and looking at names which worked with this theme, exploring palindrome / ambigram naming conventions.

Typographically we looked at words from different angles and vantage points, literally and figuratively.

It was important the name sounded enjoyable to say and would be easy to understand and remember. A unique name which would stand out from her competitors and give the right impression. Embody the modern and progressive nature of the beauty treatments on offer at the advanced beauty salon.

Ten names in all were shown to our client, three rounds of attempts and then Okika advanced beauty was invented.

We later discovered Okika is Hawaiian for orchid, and Natasha’s favourite flower. Interestingly something we’d discussed in our first ever discovery meeting.

The design process went through many alliterations before we finalised on a design.

Creative conception

We wanted an icon for Okika to be a symmetrical, graphical & geometric representation of an orchid. The identity and colour scheme would literally glow, representing all the positive benefits of a visit to Okika and the happiness you feel. The final design resembled neon tubes as this was a consideration for an interiors scheme.

We wish Natasha Southgate luck as she embarks on her new business venture with her new name and branding.

Client: Natasha Southgate - Okika Advanced Beauty
Creative Agency: WHAT associates.

Naming | Brand Identity |

Okika Advanced Beauty