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Wayfinder Labs, founded by Dr. Laura Aston, is a transport planning and strategy consultancy focused on creating people-centered and behavior-change-driven transport solutions. Laura, a seasoned professional in sustainable transport, ventured into the entrepreneurial world to establish a consultancy that prioritises inclusive and evidence-based approaches to transport and land use planning.

Project Details

Chosen Packages:
Brand Audit, Strategy & Messaging Framework, Visual Brand Identity, Marketing Material & Website Design.

Deliverables:
Visual Brand Identity & Strategy, Brand Style Guide, Brand Colour Palette, Brand Image Moodboard, Business Card Design, Letterhead, Email Signature & Website Design.

The Client

The primary objective was to develop a cohesive and impactful brand identity for Wayfinder Labs. This included defining the brand's mission, voice, and value proposition, creating a visually appealing logo and brand style guide, and designing essential business collateral such as business cards, letterheads, and a professional website.

The Goal

As a solo founder transitioning from a salaried consulting role, Laura faced the challenge of developing a compelling brand identity for her new consultancy. The world of business-to-business marketing was unfamiliar territory, and she needed guidance in navigating the complexities of creating a strong, values-driven brand that would resonate with her target audience.

The struggle

The Brief

Wayfinder Labs Moodboard

purposeful
people-centred
creative

sustainable
strategic

The Process and Outcome

The comprehensive branding process resulted in a cohesive and compelling brand identity that Laura is proud to share. The brand materials resonated with her values and vision, providing a strong foundation for her consultancy's growth. The collaborative approach allowed Laura to leverage early concepts in real-time, shaping the brand collateral and ensuring it met her needs and expectations.

outcome & impact

To develop Wayfinder Labs' brand identity, we began with an in-depth brand audit and competitive analysis to understand the market landscape. We then articulated a clear value proposition, brand mission, and messaging framework to ensure consistent communication. For the visual identity, we designed a main logo, secondary logo, submark, color palette, and typography, all compiled into a comprehensive brand style guide. Finally, we created cohesive business collateral and a professional website to showcase Wayfinder Labs' mission and services effectively.

Process & Strategy

Ready for a new brand identity

Testimonial

I am a solo founder of a transport planning and strategy consultancy. I recently made the decision to leave a salaried consulting role to start a business that offered a more people-centered and behavior-change-focused approach to transport planning. The world of business and startups is new for me; and navigating business-to-business or professional services marketing was a great unknown. I met Amanda through a mutual women's mentoring network and found a natural fit for the purpose of guiding me through the unknowns of developing a compelling brand identity.

Initially, I engaged Amanda for a discovery call and was blown away by the depth and breadth of branding insight she provided. From there it was an easy decision to hire Amanda to assist me with the development of my brand identity, including a competitor analysis and brand audit, mood board, logo concepts, and brand guide.

From the outset, Amanda has understood and leveraged my values-driven approach and put this foremost in the branding material and messaging she has developed for me. I particularly appreciated Amanda's willingness to work in a collaborative fashion as I leveraged early concepts in real time for the development of proposals; which in turn helped shape the subsequent brand collateral.

Amanda always delivers comprehensive and professional packages; and each time they have resonated with me and guided me forward in developing a brand identity I am so proud to share. Amanda is professional, experienced, and has a breadth of skills spanning graphic design, marketing, and website design. She can help bring all these aspects together in a way that is uniquely you.