WIT Brand Strategy
+ Identity Design
PROJECT LEAD / CREATIVE + ART DIRECTOR / COPYWRITER
WIT Consulting is a smart office and data centre design and construction consultancy with an impressive client list and a global footprint. After spending most of 2025 developing proprietary tools and management platforms, WIT is now positioned for rapid growth, strategic partnerships, and potential acquisition — and needed a new brand visual identity to reflect that.
STRATEGY + POSITIONING
As always, we start from strategy. Art is subjective. As Branding Design Directors, our job is to take as much subjectivity out of our process as possible — this means identifying as many strategic hooks as possible to hang our design direction on.
In this case, we identified that WIT's primiary strategic competitive advantage was its duality — a small team with a global footprint, smart offices and the datacentres that support them, the ability to soeak both 'client' and 'engineer'.
This idea of 'no-compromise' duality, the acronym of WIT which had become the de facto brand name, its bold distrupter status, and drawing a link to the existing legacy of the brand gave us strong hooks to work with. 
BRAND DESIGN
These strategic directions led us in an almost straight line to our final result. The icon represents the 'W' of WIT, and evokes the 'no-compromise' duality of competing ideals. It also provides additional references of 3D design and Gantt charts, further underlining WIT's core competencies. The colour scheme retains a more contemporary shade of blue, and combines it with a bold young orange to warn competitors thar WIT is on the field.
BRAND SYSTEM + GUIDELINES
A strong brand system needs to provide complexibity, flexibility, and most importantly, ease of use. I resolve this by creating embracing simpler elements that can be seamlessly combined to create a wide variety of designs. Logos that work in both mono and colour are critical, and single typographic solutions are strongly desired.
BRAND WORLD
They say no plan survives direct contact with the enemy, so we 'battle-test' designs a much as possible through comprehensive mockups and collateral designs.
DIGITAL DESIGN
With daily social management and design happening in-house, it is critical to give those teams as broad a palette as possible. We all understand the pressure of weekly or even daily posting. Building in a variety of inspiration from day one is incredibly valuable.
Leading a brand redesign is always a huge responsibility. Clients are putting years or even decades of sweat and effort into your hands. We were very proud to work with WIT on their brand redesign, and we've been so excited to see it roll out.