PWG needed to diversify their business into multiple sectors while retaining the premise of helping individuals to succeed through building their careers further through education and training.
The concept of 'building' was strong; however, a literal translation of the idea seemed not to communicate the nature of the business and risk a contrived image. After much thought, the answer was to go down to a more abstract concept, where we would build the logotype using 'building blocks' and create an identity that was distinctive in the broader competitive landscape.
As the offerings of the business were information-rich and structured, we opted for an ultra-clean and minimal aesthetic constructed through strong layouts. We decided to let photography take a back seat and we went down a solely typographic and iconographic route, which meant a lot of bespoke icons!
A brand identity can have many considered decisions, one being that following the building concept for the iconography wasn't the only road to follow. We didn't want to shadow the core identity by multiple vector-based devices, so decided to use colour and line weights to compliment the logo.
Many corporate documents were required for the business, meaning a professional and versatile typeface was needed, especially for everyday documents. We tried and tested multiple fonts and chose an option that worked flawlessly across all digital and print mediums.
All elements worked together to communicate PWG's professional and experienced offerings in enhancing skills and building careers for an audience that demands high standards.