Brief
WSW already had an initial logo concept, but the identity lacked the flexibility and clarity needed to support the business as it grew.
Working within a relatively modest branding budget, our brief was to evolve what already existed rather than start again.
We needed to create a more confident and usable visual identity, then translate it into a clean, accessible website that could communicate WSW's services effectively.
Top challenges we overcame
WSW already had a recognisable roof-based logo concept, so the challenge was to retain that familiarity while creating something more distinctive, considered and commercially useful.
CHALLENGE ONE
Evolving rather than replacing the existing brand
CHALLENGE TWO
Making the identity more meaningful
The client wanted the branding to give people an immediate sense of what the business does without becoming overly literal or visually predictable.
Rather than producing an unnecessarily complex brand system, we concentrated investment on a small number of elements that could work harder across multiple applications.
CHALLENGE THREE
Creating flexibility from a focused budget
Brand strategy and creative direction
We took a focused approach to the brand development, exploring three creative routes rather than expanding the scope unnecessarily.
Each built on elements WSW already recognised, allowing us to evolve the identity rather than introduce change for its own sake.
The preferred direction retained the roof motif from the existing logo, but developed it into a stronger geometric emblem incorporating a W. This created a clearer relationship between the visual identity and the WSW name while maintaining a simple reference to the company's area of work.
Logo development
We simplified and strengthened the marque so it could perform properly across different sizes and formats.
Fine details were removed, proportions were made bolder and selected corners were softened. The result was a more scalable identity with enough geometric structure to feel professional, but enough softness to make the brand feel human and approachable.
We also designed the emblem to work independently from the full logo. This meant it could become a useful graphic asset in its own right, appearing as a watermark, background device or supporting element throughout WSW's communications.
Typography
We selected a clean, straightforward typographic style that supported the simplicity of the new identity.
Rather than introducing typography that competed for attention, the system was designed around clarity and recognition, helping WSW communicate confidently while remaining accessible across digital and printed applications.
Colour palette
The core palette combines softer blues with a deeper blue and a brighter accent colour used for calls to action.
This gave the brand a sense of trust and professionalism appropriate to its sector, while introducing enough energy to differentiate WSW from more conventional competitors.
We also developed a broader supporting palette, giving the team additional flexibility without weakening the consistency of the core identity.
Website design
The website grew directly from the new brand system.
We created a clean, modular design built around flexible cards and clearly defined content sections. This made information easier to navigate while giving WSW a visual framework that could adapt as new content was introduced.
The new emblem appears throughout the site as a graphic watermark, creating continuity without overwhelming the content.
Imagery also plays a more purposeful role. Rather than being decorative, photography helps demonstrate what WSW does and adds context to the services being described.
Result
WSW now has a more confident and practical identity that builds on what the business already had rather than discarding it.
The simplified logo is clearer and more scalable, while the expanded visual system gives WSW far greater flexibility across different communications.
Crucially, the brand and website now work as one system. The result is a cleaner, more contemporary presence that helps WSW stand apart within a traditional market while remaining familiar, accessible and credible to the customers it wants to reach.
Client's perspective.
"Client quote goes here".
Client's name
Client's job role
5/5:
CHOOSE PROJECT
CLIENT
WSW Roofing Contractors
INDUSTRY
Construction
ABOUT
WSW operates within a traditional, service-led sector where trust, clarity and professionalism matter. As the business developed, it needed a stronger brand and digital presence that could communicate what it does clearly while giving the company a more distinctive and contemporary identity.
