CHOOSE PROJECT
Brief
BridgeTwo approached Way Marketing to create its brand from the ground up.
The project began with naming and developed into a complete visual and verbal identity, including the logo, colour palette, typography and imagery. From there, we created the website and extended the new brand across social media, sales materials, stationery, email signatures and workwear.
The challenge was to create something simple enough to become recognisable quickly, but flexible enough to support a growing business across very different applications.
Top challenges we overcame
The business needed a short, memorable name that explained its role without becoming too literal. We explored multiple naming territories before developing BridgeTwo around the idea of connecting clients with the services they need.
CHALLENGE ONE
Finding the right name
CHALLENGE TWO
Building meaning into a simple identity
The visual identity needed to communicate movement, connection and engineering without relying on familiar construction clichés. We used bridges, journeys and negative space as subtle recurring ideas rather than overt graphic devices.
BridgeTwo needed to feel credible within a professional B2B environment while avoiding a cold or overly institutional look. Rounded details, natural imagery and a warmer secondary palette helped introduce a more human character.
CHALLENGE THREE
Balancing corporate credibility with personality
Naming and brand strategy
We began with a wide-ranging naming process, exploring different linguistic, conceptual and symbolic directions.
BridgeTwo emerged as the strongest idea because it captured several aspects of the business at once.
At its simplest, the company acts as a bridge to specialist services. The name also creates a natural connection with Bristol, a city strongly associated with the Clifton Suspension Bridge and Severn crossings.
More broadly, the bridge became a useful metaphor for the brand: engineered but elegant, designed to connect two points and built around helping people move forward.
We deliberately kept the language English, concise and easy to say. The result was a name that could carry meaning without needing lengthy explanation.
Logo and visual identity
We developed a simple wordmark and B2 emblem designed around clarity and longevity.
The typography is clean and highly legible, with subtle rounded details that soften the identity and make it feel more approachable. Small character details, particularly within the letterforms, give the wordmark enough individuality to feel ownable without becoming decorative.
The B2 emblem uses negative space to incorporate the form of a bridge within the letter B. The overlapping shapes suggest a route opening up through the mark, reinforcing the wider idea of connection and progression.
Keeping the emblem predominantly single-colour also means it can scale cleanly across digital, print, clothing and smaller applications.
Colour palette
We built the core identity around a deep navy and lime yellow.
The navy provides authority and gives the brand a strong, recognisable foundation. The lime introduces energy and has a natural association with construction, but is used selectively as an accent and call-to-action colour rather than dominating the identity.
We then developed a broader secondary palette using softer, slightly earthy colours. This gives BridgeTwo more flexibility across longer documents, digital content and campaigns while keeping the overall identity grounded and easy on the eye.
Typography and imagery
Typography was deliberately kept clean, modern and accessible so information remains easy to navigate across every format.
Photography follows a similarly natural approach. Rather than relying on heavily staged corporate imagery, we favoured candid, aspirational photography that shows people and environments in a more believable way.
Together, these choices help balance the more engineered elements of the identity with warmth and personality.
Supporting brand assets
To give the identity greater depth, we created a wider suite of graphic devices.
These include line-drawn bridge illustrations that reinforce the idea of journeys and connection while adding texture to layouts.
We also developed an outlined B graphic that can interact with photography, typography and other elements. It gives designers another recognisable brand device without requiring the logo to appear prominently on every asset.
Website design, copy and build
Way Marketing wrote, designed and built the complete BridgeTwo website.
The site translated the new positioning and visual system into a clear digital experience, creating a consistent journey from the first brand interaction through to individual services and enquiries.
The structure, messaging and visual hierarchy were developed together so that the site could explain BridgeTwo's offer simply rather than forcing visitors to work out how different services fit together.
Social media identity
We extended the brand into a repeatable social media system rather than creating isolated campaign graphics.
Photography can be treated with a distinctive blue gradient that immediately brings imagery into the BridgeTwo world. Combined with the outlined B device, strong typography and selective use of the lime accent, this creates content that remains recognisable even before somebody notices the logo.
We then used the system to develop ongoing social campaigns and content.
Capability statement
We also created BridgeTwo's capability statement as a practical business development tool.
The document breaks a broad service offering into a much more scannable structure, with strong information hierarchy, prominent statistics, clear headlines and extensive use of imagery.
The aim was to make a potentially complex proposition easy to understand quickly while retaining the more aspirational feel established by the wider brand.
Brand rollout
With the core identity established, we began extending the system across the day-to-day materials BridgeTwo needs to operate and market the business.
This includes email signatures, stationery, documents, brochures, clothing and workwear.
Rather than treating each as an individual design project, every application draws from the same flexible visual toolkit, allowing the brand to remain consistent as the business grows.
Result
BridgeTwo launched with a complete brand rather than simply a new logo.
The naming, identity, messaging, website and supporting marketing materials now work together around one clear idea: helping clients bridge the gap between where they are and the specialist services they need.
The resulting identity is simple and recognisable at its core, but supported by enough colour, imagery and graphic elements to work across a much broader communications ecosystem.
Most importantly, BridgeTwo now has a brand system that can evolve with the business. New campaigns, documents and physical applications can be created without continually reinventing how the company should look or communicate.
Client's perspective.
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