New identity for Rushmere Community Runners

We have created a new identity for Rushmere Community Runners .  

The brief: The club attracts between 30-50 members twice a week of all abilities in a very relaxed and informal environment.  The emphasis is on support and encouragement and not results.  There is no formal booking system, it is very much turn up and run. 

We created a monogram and a type style which can be locked up together or used separately.  The typographic design reflects momentum and direction while the central 'C' links both R's like a link in a chain - reinforcing the strength in the community aspect of the club.

SALT London by Sofia Franc. Naming + Branding + Design + website

We have been working with Sofia Franc since the beginning of 2017 as she launches her own restaurant & hospitality consultancy and training business. When we first met Sofia we talked about her vision and aspirations for her new business and we listened.

Sofia spoke with such passion about how she inspires and enthuses others to realise they have the potential to improve their offering by uniting as a team and working together. She was very much ‘a part’ of the process, personally involved with the staff who she was helping, training, advising, mentoring and reassuring on all levels from top management to kitchen staff and service professionals. She has a friendly approach, encouraging people to feel and care more about what they do and who they do it for. Through thorough consultation, Sofia Franc is able to look at a business with perspective and reach conclusions and observations which can be applied to a personal plan of action. 

Our first brief was to create a name for Sofia's which would represent who she is / what she does and to allow for business growth over time. We started with looking at her business concept as a whole and working out her brand strategy, this formed the basis for our creative process. A brand prism was created + brand statement, competitor analysis and a thorough understanding of her target audience.

We came up with the name Salt.

This concept played on the idea that 'Sofia Franc' is the ingredient which anyone in the industry would recognise to be essential. Like Salt, Sofia brings out the best in people, adding flavour to a business and is instrumental to success.  Sofia can't work alone. She works along side others to enhance their offering, inspire everyone to work together and to create something very special, full of flavour. We felt it worked for her industry, without having to say ‘Restaurant’ or ‘Hospitality’.

The visual style was created by looking at the marks left from the impact of salt on watercolour. The salt permeates from the epicentre to the outer perimeter. We created a series of paintings which explored this technique and after many attempts we had a final set based on a selected colour palette.

Typographically, Sofia was keen to use her handwriting so we worked with her to create a sophisticated brand mark and supporting typographic treatment.

Design collateral included business cards, stationary, presentation and Word templates and a website.

Sofia is super happy with her new identity - which makes us incredibly happy too!

We've loved working with Sofia Franc and we look forward to working with her as her business grows in the future both in the U.K. and overseas.


We love the process of creating an identity.

The process of creating an identity goes through many stages:  strategy, concept, naming, design, art work, copy &  print craftsmanship. The whole process takes tonnes of care and attention from us and the third parties we work with to achieve a high standard of finish. 

For Salt London's identity we created salt wash watercolour artwork for - many many many attempts before we decided on the final artwork selection. Printed litho with White Matte foil, @gfsmithpapers #wild - its great to see the final collateral coming together.

At the foilers we checked the foil dye and observed the process and results - such an exciting stage as we add the finishing touches to their identity. #foilblocking

Thank you Anglia Foilblocking and Healey's Printers for such a great print job.

New brand identity for Interior designer, Alexandra Langdon.

We have been working with Alexandra Langdon to create a brand identity for her interiors business. Our concept is based on the way she approaches interiors; focussing on how people use their space and the ergonomic flow. Alexandra then draws on her love of art, textiles, furniture and classical architecture to create unique designs combining colour, pattern and contemporary fabrics.

Working from her studio in Aldeburgh, Alexandra works with clients all over the UK and overseas. We've loved working together and we look forward to a continued relationship going forward. 


Alexandra Langdon Branding

New website for film production company UnLtd

We have been working with Stephen Gash founder of UnLtd Productions to re-design their website. UnLtd have an 'unlimited approach' to advertising production and they needed a website that conveyed their multi-disciplined directors and production options. was created in Wordpress and the client has full control of being able to update content, showreels and news stories. Each Wordpress website we create is bespoke and individually designed for clients. Thank you Neil (associate developer). 

Working with Wendy and the team at WHAT was a pleasure. A comprehensive briefing process (useful - as it asked me to ask myself questions about my own business), a sensible fee proposal, a fast turnaround and - I think - a top quality end product. The response from UnLtd’s Client base has been immediate and positive. I can thoroughly recommend their services.
— Stephen Gash, Founder UnLtd Productions Ltd

New client: UNIT (Associate Artists at Dance East ).

We are pleased to be working with UNIT (Associate Artists at Dance East ). Creating marketing material for their new performance #20Questions. The show looks amazing!  Tickets are available for Saturday 8th July from the Dance East box office. 

UNIT is a collaborations between choreographer, Tom Hobden and film director, Kate Flurrie .
We are so excited to be working with this innovative company developing branding & design.  Photography @danilomoroni_ph // Design #whatassociates


Photography for Art for Cure, "SHE" exhibition, Aldeburgh

We are so pleased to be volunteering with Art for Cure . Their pop up exhibition in Aldeburgh this weekend raised over £27,000.  

The private view was fantastic, if a little wet - a storm hit just as India Night was opening the event. Lots of pink fizz, art sales and support for the breast cancer charitable organisation, Art for Cure made spirits high!

We have been working with Art for Cure to provide photography to produce limited edition deck chairs of Artists work participating in the show, as well as documenting the occasion.
The amazing limited edition  Deckchairs are available to buy from their website