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

Coes Yearly round up.

We’ve had a great year working with Coes - it’s always good to look back over the year and see all the campaign work and photography we’ve created for them. We really enjoy working with them; we love how passionate they are about great style, excellent customer service and how they are continually evolving and innovating in order to stay relevant in the minds of their customers. And on to 2019…

Client: Coes

Creative Agency: WHAT associates.

Branding | Design | Illustration | Photography | Creative Strategy |

WHAT a year!

WHAT associates Ipswich Suffolk Creative Agency

27 days of photoshoots, 8 websites, 13 brand identities, many advertising campaigns + a new studio. 
It has been an amazing year, we'd like to thank everyone who's helped Tim and I: people who have recommended us, clients, suppliers, printers, designers, developers, filmmakers, project managers, 🐶 , CGI artists, sign writers. We love WHAT we do and we are looking forward to an exciting 2019. (Sadly we haven't got round to sending out Christmas cards as time has run out - but we wish everyone a very Merry Christmas)

New brand identity for FilmFixer

Filmfixer: Great Locations Make Great Films

Great locations Make Great Films

We're very excited to share a new branding and design project we've been working on with FilmFixer  - the UK's leading film location management company. 

Their new identity references their existing group of ‘apps’ and builds on their innovative association. FilmFixer manages 16 London boroughs as well as numerous private clients and seven district councils in Suffolk. There products and services make location filming simple and sustainable, securing positive benefits for film clients and communities living in the locations.

Tim and Wendy have been nothing short of brilliant. They rapidly transformed our old clunky website into a stunning showcase and developed an ingenious brand system which has reinvigorated our image and given the confidence to achieve fantastic results. Their creativity and knowledge is accompanied with great warmth and a genuine desire to help their customers succeed.
— Mike Raymond. Marketing Manager at FilmFixer

The new FilmFixer brand mark is a combination of strong dynamic ‘filmic’ typography and concentric circles. The branding represents the positive ripple effect bringing benefits to boroughs, residents and film makers.  With FilmFixer at the centre of it. We’ve also extended this branding to represent their boroughs and private clients. The rhythm of the rings is created by extending the first top edge of each character. This creates a unique pattern which works for the FilmFixer name and every location they represent. The circles can be animated and used as a graphic device across all marketing collateral, interiors and website

A predominantly monochrome colour palette, with a secondary palette of Green, Blue and Grey; representing the land, water and the urban environments FilmFixer represent. These colours work alongside a strong photographic style. 

Massive thank you to Neil who we’ve worked with to develop and build the site. It’s been an incredibly intense project, time-wise, we’re delighted with the results.

Filmfixer manages 16 London boroughs as well as the Lee Valley portfolio and seven district councils in Suffolk. The portfolio also includes many private clients such as Peabody, Butlers Wharf.

Christmas campaign launch for Coes

Stardust, wishes and magical gifts at Coes this Christmas.

Coes unveils their star-studded Christmas campaign, it’s full of wonder and surprise with a whole galaxy of gifts and an array of star prizes to be won. 

A Starry meteor shower colour palette with delicately crafted typography sets off the concept in store, online and throughout the campaign marketing. 

We were delighted to be working again with the lovely Leila who featured in the Coes ‘Signature Style’ campaign in the Spring. This time she was joined by 3 of her children and her husband Gary. We wanted to capture ‘real’ moments of surprise and happiness as the family prepared for festivities and opened their gifts from Coes on Christmas morning. A very fun shoot with lots of laughter resulted in very authentic family shots.

With infinite ideas for styles and gifts, there’s something for everyone at Coes this festive season.

The shops are looking beautifully festive with window displays dramatising the star concept; white houses nestled under a dramatic night sky filled with hundreds of stars.  

Rewarding customers and encouraging new customers in-store is so important and we’re hoping for lots of stargazers across all our shops this Christmas as customers count the lucky blue stars in the windows and enter a competition to win the “star prize” of a family weekend break from Fred. Olsen Travel.

Client: Coes

WHAT: Creative Strategy | Art Direction | Design | Photography

Interiors photography for Alexandra Langdon

We were asked to photograph a wonderful Interiors Pop Up event at Ackworth House hosted by Alexandra Langdon. We love discovering new designers and artisans while working with Alexandra, she’s got such a great eye.

Behind the scenes at our photoshoot for Coes Christmas campaign

Saturday was fun, shooting for Coes Christmas campaign. Sugar fuelled and totally exhausting for some - but so much laughter! Thank you team Coes!

Website and social launch

We have created a new website for The Winerack apartments to promote the launch of the 1st 11 apartments for sale in the Waterside 3rd Quarter. The website showcases all the cgi and floor plans. The interactive version of the brochure is also available to view and download. The website will grow and develop as the other quarters are completed over the next few months.

We are helping launch The Winerack on Social media. We have created a social strategy and assets for the launch. Follow @Thewinerackapartments on Instagram and Facebook to keep up to date with development details.

The Winerack Apartments Website


Client: Ipswich Wharf Developments Ltd / The Winerack

Creative Agency: WHAT associates Ltd.

Website development: Electric-space

Copywriter and Marketing & Design Project manager: Sam Kirk

CGI Credits: Daniel Fisher 

Commissioned Photography: Place Photography

Our hoardings are up around The Winerack

We're at the Ipswich Waterfront watching putting up the final few hoarding panels around @thewinerackapartments - so great to see the design work reproduced in such big scale, revealing the structure, design and interior detailing. We've used the sequence of panels to showcase the 4 quarters and reveal the story of this impressive development.

Brand launch for The Winerack: A development of 150 luxury apartments located on The Waterfront, Ipswich.


We can see The Winerack from our house and have been eagerly awaiting the completion of the development for many years. Due to the financial crisis in 2008, work stopped  when the original developer and contractor went into administration leaving only the concrete frame completed (which we actually really liked in this form). The Winerack name was born ‘so called’ because in its unclad state, the structure made up of a series of slots resembling a wine rack. 

The view of The Winerack from our house

The view of The Winerack from our house

The news that construction work on The Winerack had begun, under the new ownership, was seen as such a positive development for our town. There was much talk about the name - we’re so glad they chose to keep it.  We were so delighted when Sam Kirk, the Marketing & Design Project Manager for The Winerack, got in touch and asked us to collaborate with them to create their brand identity, design and marketing.

We met with the The Winerack’s new owners, who are very much involved in the project. Their involvement and passion for the development was inspiring and it has been such a wonderful experience to be part of their team.

We launch the branding with news that the first 11 apartments situated in Quarter 3, overlooking the waterfront, will be available to purchase off plan from October 2018 through their selling agent Once completed, The Winerack will be home to 150 apartments across 4 buildings with an amazing 8-storey, fully automated car stacker system car pack at it’s core.

To promote the building and help sell apartments off-plan, we have worked with the ownership and development team behind The Winerack to create a brand identity and marketing. Alongside a variety of assets, which includes brochures, floor plans, hoardings, website and social strategy we have also been involved in discussions with how to incorporate the identity into the building itself.

The Winerack WHAT Moodboard

Brand Strategy explained

The geometric design represents the concrete skeleton at the core of the building and how once clad, it will be transformed into homes where the empty voids will be replaced by windows with wonderful views across the Waterfront and the surrounding area. There are four quarters which make up The Winerack - we felt this was an important factor to consider in the design as too was the positivity this development will have on our town so we included a ‘plus’ in the centre.


The environment which surrounds The Winerack is constantly changing with reflections in water, glass, buildings etc. This was a key consideration to our concept as was the big Suffolk sky, the waterfront and the views across the surrounding town and countryside. The colour palette has been lifted directly from the waterfront environment and the colours captured whilst we photographed The Waterfront, Ipswich. The dark grey colour is taken from the window frames going into the Winerack, framing the surrounding views.


Elegant typography partners with our geometric identity we have redrawn the characters to reflect the 55.5° angle used on the window angles.

Naming and numbering the apartments: We’ve created typographic identities to reference the Quarters with the apartment address numbers. The styling for these has been inspired by the way Bin numbers are represented on more contemporary wine bottles.


High visibility jackets and hard hats

High visibility jackets and hard hats

Visual assets for the hoardings, brochure and website have been commissioned by our client from Place Photography and CGI Architectural Visualisation has been created by Daniel Fisher.

WHAT have been asked to document the The Winerack project and build a portfolio of images which reflect the construction, the lifestyle, the environment; Ipswich, The Waterfront and beyond. We were very fortunate to be given the tour of The Winerack by the construction company, RG Carter. We were amazed by the views and the space while the site was under construction. We documented our tour and will be using the photography to tell the story of the build.

We relocated from London to Ipswich 6 years ago, one of the reasons for moving here was to embrace the life Suffolk can offer, space, great towns, beautiful countryside, coastal beaches, rivers and parks while also conveniently being commutable from the City while also moving closer to Tim’s family and his home town.

This branding opportunity allows us to promote the possibilities open to potential new Winerack residents and encourage them to discover what this beautiful county has to offer. The ‘window’ device is used throughout the design work to frame the views and create focus. The secondary graphic is used to support the main logo and add to the brand landscape. It is used as single object, overlaid on an image to create a sense of focus, or as repeating pattern. 


Client: Ipswich Wharf Developments Ltd / The Winerack

Creative Agency: WHAT associates Ltd.

Copywriter and Marketing & Design Project manager: Sam Kirk

CGI Credits: Daniel Fisher 

Commissioned Photography: Place Photography

Printers: Healey’s Ipswich