New design and signage work for University of Suffolk SU

Today we have completed the design and installation of a 30 x window graphic manifestation and new signage for the University of Suffolk Student Union HQ and shop.

Working alongside the UOS union and Jp Ada UOS Project Officer we began by creating an identity for the new shop which works across uniforms, signage and future SU collateral and compliments their existing SU brand identity. The 30 x window installation displays a map which includes Ipswich and the surrounding area of East Anglia, across the North Sea to Holland and the Netherlands. One little person was intensely studying his local geography!

Such an incredible space, we hope the project is well received.

A massive thank you to Chris, Johnny, Adam and Martin from Hudson Goup Ltd for an excellent installation and manufacturing job.

Such an incredibly tricky brief - to create window manifestations across the huge glass landscape - but we thought it would be an interesting idea to celebrate Suffolk and the surrounding landscape with a geographic installation. Tricky to design too it turns out - but we’re super happy with the results.

[Click to expand art work ]

Autumn campaign launches for Coes

Coes set us the task of creating a campaign for Autumn which talked about their vast selection of Autumn essentials. We have been working with Coes for the past three years, previous campaigns were focussed around nature this time we wanted to stay urban. Our focus was on preparing people for temperamental seasonal change by championing The art of layering

Adding new layers and combining materials, textures, patterns and colour creates a variety of outfits to work with all eventualities. Coes customers are encouraged to experiment with different looks ‘at every level’ and reveal more about their style and personality.

Coes brand pillars are at the forefront of every campaign we create for them, to reinforce what it really means to be apart of Coes.

With their vast selection of brands and styles, Coes is the place to shop for all layers this Autumn/Winter.

Design | Photography

We have created a design system which combines layers of colour to represent the skin temperature system cool - hot. Bold, bright graphics and typography attract attention and are used throughout the campaign in design, Window displays, website, social, email marketing, advertising and promotional mailers.

The campaign line “Take layering to a whole new level” set the tone for the photoshoot - up high on a skyline catwalk above Norwich Road, Ipswich.

Models were selected from Coes customers and we create the campaign imagery based on our moodboards and art direction. A challenging shoot, on many levels, but even with soaring temperatures and a slightly unconventional shoot location all participants, stylists and crew did great.

Creative strategy, Design and Photography: WHAT associates

Behind the scenes on our Autumn shoot for Coes

Behind the scenes on our A/W shoot for the latest campaign for @coes_stores. The concept required a roof-top location and a head for heights! Finding a roof was the tricky bit - nesting birds proved a problem - but who knew that above Coes on Norwich road they had the perfect skyline catwalk? (Tim sadly wasn’t modelling - just a stand-in to set up the shot). It was such a great shoot, typically 30+ ° ☀️ a little warm for layering but all participants, stylists and crew did great! Check out the new A/W campaign at on social, Windows & marketing. We’ll share final campaign work and photography soon. .
Creative agency: WHAT
Client: Coes
Many thanks to Coes customers /models: @j4son_k @lau_lau73 @darrynflynn

Orwell Motorcycles are embracing their new branding

We have been working with Orwell Motorcycles to implement their new brand identity across all aspects of their business: Uniforms, signage, exhibition graphics, advertising and email marketing.

Photography inside the The Willis Towers Watson

Today we had a tour inside The Willis Towers Watson building designed by Norman Foster - as part of @theipswichsociety Heritage open days, Ipswich.
A m a z i n g!!! Incredible architecture, colours, reflections, interiors and views! (including some great views of the completed @thewinerackapartments) 📷 Photography #whatassociates .

The Winerack Signage

New signage work for The Winerack for internal signage within the apartment blocks, glass manifestations for each apartment block entrance, interior colour schemes, floor numbering systems and exterior signage and their Sales office.

Every aspect of the signage has been considered and manufactured to the highest specification. Hand painted floor numbers, fret cut and powder coated door numbers, illuminated custom sign for the external wall. We have created the design work and managed all aspects of the production process.

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.


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

Coes Journal WHAT.jpg


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. 


Coes website May 2019 Photography WHAT