Brand Story, Personality & Identity
This Way Up is a new social mobility organisation dedicated to linking talented young people in less advantaged areas with mentors with successful professional careers. We were commissioned to develop the organisation’s brand identity and website.
To establish the brand story we explored the brand character in a series of brand workshops, and mapped out the vision and core values, business benefits and deliverables.
With the brand character defined, we began working on the creative design concepts. To appeal to a young audience (the mentees) it required a contemporary design. But the new identity also needed to be visually structured enough to appeal to adult mentors and education professionals too, which proved to be quite an interesting challenge.
Creating A Visual Language
Quick and clear communication is core to This Way Up and it’s messaging, so the typographic style for the brand needs to reflect that. We looked for clean and legible type styles that can contrast with the sharp and pointed logotype.
Something with open rounded letterforms to be friendly on the eye, plus a little character to be easily recognisable. Raleway was selected for the corporate font which has an extensive range of weights, making it a very flexible font to work with and apply.
A Subtle Sense of Motion
The digital brief was clear, the website wanted to have a dynamic feel. As the focus of This Way Up is for working with young adults, it was important for the website to be very mobile and scroll friendly.
This sense of movement formed a central part of the new site design, with parallax imagery and on-page elements with adaptive scrolling speeds employed throughout. These subtle effects and features, applied across desktop, tablet and mobile page breaks, give the website a unique feel.
Growing Digital Confidence
Built on WordPress and created with Elementor, the entire website can be edited and adapted by This Way Up giving them full control and management, with the flexibility to grow.
We’re always happy to be on hand to help whenever needed.
Found This Interesting?
If you’re wondering where next? for the story of your brand, business, or campaign, we’d really love to hear from you. So let’s talk…