Project The Grange

For this project we worked with Sarah to design a new logo and branding style as part of her journey to transform, hand-in-hand with her management team, her adult social and support provider, The Grange (2016) Ltd.

Through a mutual connection with another customer of ours, Sarah reached out to see if we could develop The Grange a new logo which reflected the values of the company, the journey they were going through and what they stood for.

Sarah also wanted her logo to give a feeling of a bigger organisation, but still reflect their small business and friendly and inviting approach; whilst also being unique and professional. It also needed to be ‘flowing’ to represent the life journey that people who use her services go through, and for whom The Grange seeks to make a positive difference.

Read through our approach below to see how we worked with Sarah to firstly scope the design, hone down on a design, engage her customers, and then roll the logo out.

Understanding The Grange

We make it a priority to meet the people we are working with. We believe that face-to-face greetings and conversations build a stronger bond and relationship – key elements of our approach.

So, shortly after connecting with Sarah, we travelled down through the glorious Kent countryside to meet with her and her management team so that we can get a feel for The Grange, for Sarah, for the team, and for the wider WHY of The Grange. 

Is was obvious from the beginning of the conversation that Sarah and her team knew what they wanted – which for us is always a bonus.

They were able to communicate clearly that they wanted a logo which:

  • represented the environment of the setting, but which wasn’t constrained by it
  • built on the history of the company, but which represented the journey the new management team were going through
  • would stand the test of time
  • gave a feeling of a bigger organisation whilst being a small business and showed their friendly and inviting approach 
  • ‘flowed’ to represent the life journey that people who use their services go through

And they were clear about what the logo design should include:

  • it should be a mix of an icon with text
  • include pink (blossom pink to be precise) and greens

The logo also needed to be relevant for the services currently provided by The Grange (three homes for adults with learning disabilities) and for the company as it grew and expanded to provide greater support across their local community.

It was obvious early in the project that they knew what they wanted – they just wanted us to craft something to reflect this.

Brand design


To kickoff this project, we began by taking our time to look at their existing branding. We wanted to understand the existing user experience of The Grange.

What we found was an almost non-existent brand. There was no clear message that said “this is The Grange – this is our brand, this is us”.

The logo that we did find was dated, not digitally friendly, and was not inviting or rememberable:

Screen Shot 2017-11-20 at 20.18.37.png

New branding

Colour scheme

The first thing that we started with was a colour scheme. This would direct the rest of the branding scheme and ‘brand voice’.

As explained above, Sarah and her team knew what colours they wanted – pinks and greens.

The pinks were to represent the cherry blossom trees that The Grange building is historically famous for. You can read more about that on Naoke Abe’s website.

During the discussions we tested lots of different variations.

We started with the pastel shades from their initial request. From there we tried and tested more ‘neon’ style colours, one of which was inspired by a drink that Sarah was consuming whilst doing this activity:

unnamed (1)

(In case you were wondering what this was – as we were – it was beetroot and apple)

We ended up with the following three colours which formed the base of the logo design, two primary colours and an abstract colour to provide emphasis where needed –

TheGrange_BrandBoard colours

Logo design

After we identified the colour scheme and the font scheme, we looked at how we could bring those together into a logo design that balanced what Sarah and her team wanted with our own flair and creativity.

We come up with a number of concept ideas to give Sarah and her team some food for thought –

Some of these were liked by them, and some went straight into the bin. But they served their purpose, they helped us focus on what they like and what they dislike. 

There was one design that Sarah and her team liked so we worked a bit more on that – and Sarah and her team thought about it more too, and even got sketching ideas themselves!


The circles and three words (Enriched, Fulfilled, Happy) symbolised their new vision for the company.

Once we had a design that we both liked, we worked on refining it. We learnt that the three words should be dropped from the logo as they become difficult to read when used as a small logo, but we kept the three rings. The three rings moved slightly to overlap in the trunk of the tree and the branches swopped over the circles. Again this is symbolic of the support and approach from Sarah and her team.

But we didn’t lose the three words – they were kept for later in the project…more later.

Font scheme

Once we had a brand colour scheme and logo concept, we started to consider what font scheme would suit the ‘brand voice’ that Sarah and her team wanted.

We wanted something the ‘flowed’; which looked human; but which also looked professional.

We shortlisted a handful of font schemes, some formal, some informal. Some Serif, some Sans Serif and some Script. We mixed up some more corporate sales along with some friendly, hand written styles to give Sarah and her team something to think about and make a decision on:

After much deliberating, feedback and user testing, we settled on the following font scheme –

TheGrange_BrandBoard font

We then designed the logo with a set of different colours which Sarah and her team then asked their users to vote on:

The final logo

This is the end product:


These were all then provided to Sarah and her team a in a number of formats – png, jpeg, svg and eps – and, as per our approach, the logo is theirs to own forever.

Product design


We then worked with Sarah to create a letterhead based on the new logo design and ‘brand voice’.

We kept the three circles and brought the three words back (Enriched, Fulfilled, Happy) into the footer. We based these around the two primary colours of the logo.

This is the end product:


We then provided this in three formats:

  1. PDF for professional printing using RGB colours
  2. PDF for professional printing using CMYK colours
  3. A Word version which they could type in

Social media images

Using our work on the logo, ‘brand voice’ and letterhead, we used the letterhead style to create a number of social media headings for Facebook, Twitter and LinkedIn – see below:


You can view some of our work at

View a gallery of our work


Focusing on the specifics

We know the importance of hitting the ground running when you start a new project.

We also know that sometimes enthusiasm can get in the way of clarity at this point. Hey, we’ve all been there. We excited by the new project and we just want to start.

But then we often hit the buffers.

Expectations can be different for he different people involved.

There may been concerns around potentials issues or risks.

The resources allocated to the project may seem different to both sides.

That’s why we created a simple one side of A4 Project Profiler to bring clarity and focus to what a project looks like.

And to help us live our MOONSHOT, we have made our tool available for you, for free – download it below:


Download the Project Profiler template:



This Project Profiler was inspired by the Kickoff Kit, a product of SYPartners –

Project A New Digital Platform for Health and Wellbeing

At the end of summer 2017, our founder, Michael Watts, spent some time with two consultants, Richard Hills and Mark Methven, looking at what a digital platform for health, social care and general wellbeing would look like in the future.

The idea was to scope out how local authorities and their health partners can work together to harness the power and flexibility of digital tools to:

  1. achieve better life outcomes for residents
  2. improve the early intervention and prevention model
  3. support better integration
  4. achieve efficiencies in money and staffing
  5. build a better model of support around the individual to improve their wellbeing

After a couple of hours the three of them had come up with an initial 10 points. Over the a few weeks this was reshaped into 8 recommendations+.

The initial plan was to develop a document setting out the 8 points to be shared.

And that was when we got involved.

The more we reflected on it, the more we felt that a static document was not what was required to share a vision around what a digital platform should look like in the future. We felt that a vision for a new digital platform needed to be communicated via a digital platform.

We needed to design a platform which:

  1. looked modern and current
  2. ‘walked the walk’
  3. shared the vision clearly and simply
  4. was interactive for the user
  5. was based around the vision of the 3 authors

Read through our approach below to see how we worked with Richard and Mark to pull this together.

Brand design

One of the complications of this project was something that we hit right at the beginning – how do we brand it?

The authors work for organisations heavily involved in the field of health and wellbeing; however, as the recommendations were the personal view of the authors and not necessarily the policy or view of their employers, we decided that we needed to create a bespoke, stand alone brand.

We felt that this would also give it control over its brand voice. It also gave us total control and freedom to create a brand which lived and breathed the project.

Colour scheme

We played with a few different colour schemes. Some seemed to harsh. Some seemed to masculine. Some seemed to ‘techie’.

After much planning and thinking, we felt that the brand needed softer colours. Something which appealed beyond the typical tech world and something that the workforce across health and social care could resonate with.

We settled on a colour scheme of pinks and greys (both light and dark).

We chose this as pink conveys a feeling of universal love for oneself and others. It is associated with caring, compassion and tenderness – something that we wanted to emphasise through a project which could be seen as just for a tech audience, when in fact, it was designed to shift thinking across the whole workforce, which is predominantly female.

This is the colour scheme that we settled on:


Font scheme

Once we had a brand colour scheme, we started to consider what font scheme would suit the ‘brand voice’ that we wanted.

We wanted something fresh, different and something which did not feel like a local authority or health care style.

We also wanted something that was personalised and would stand out.

After much deliberating, and much testing, we settled on the following font scheme –

  1. we went for a logo font which was unique and not typically digital, Crushed.
  2. we mixed this with a header font of Robot Condensed
  3. along with a body font of Roboto


Logo design

We spent quite a while sketching ideas for a logo which achieved our goal of supporting the digital platform but which was also welcome, friendly and visually engaging to non-techie people.

We did some research of trends and didn’t really find anything that we liked.

After playing around with different formats and styles, we came up with the final logo design –


By turning the O in Platform into a mouse we were able to reflect the digital element but keep it friendly and resonate with the general public.

We also used the ‘O mouse’ as the site icon –


Icon design

To reflect the brand voice more, and achieve our aim of engaging with non-techie people, we designed a range of digital icons which mixed a friendly digital tool with care and support.

We wanted the icons to be clean, simple and easy to understand.

These are some of the icons which we used –

We also developed a suite of images for page headings, author bios, and more:

Website design

For the website we decided very early on that it had to be:

  1. simple to navigate
  2. clean and clear
  3. visually appealing and ‘breathing’ the brand voice

We designed a simple navigation which was shaped around the eight recommendations but which also told the story of the project along with details about the authors.

The structure we developed was –

  1. Home
  2. Recommendations
    • One page per recommendation
    • The conclusion
    • The full briefing
    • Poster of the recommendations
    • PowerPoint presentation
    • Social media images
  4. About the authors
    • Including a disclaimer about the recommendations
  5. Get in touch

On all of the recommendation pages we embedded a simple feedback form so that people who are reading the content can engage with the authors and share their thoughts and ideas.

This is very much stage 1 of the website. We are currently working with the authors to develop stage 2 which will be to develop a ‘case studies’ section where we can promote examples of next practice*.

Product design

As part of the project we also developed a suite of non-website products to accompany the site.

These included:

1 – The full briefing
A PDF of the entire thought piece which can be downloaded, printed off and shared –


2 – Poster of the recommendations
A PDF poster providing a summary of the 8 recommendations which can be downloaded, printed off and shared –


3 – PowerPoint presentation
A PowerPoint presentation (we know that the majority of the audience use Microsoft based software) of the entire thought piece which can be presented or downloaded, printed off and shared –

4 – Social media images
A suite of social media images for people to share across Twitter, Facebook, Instagram and LinkedIn –


You can view the website and the recommendations at

* Next practice is a commitment to a process not an end product. Its about moving from ‘best practice’ to ‘next practice’ by acknowledging that the best solutions come from development and refinement, and seeking continuous improvement. It is a process of development that never stops.


The recommendations and opinions expressed in this thought piece are those of the authors and do not necessarily reflect the official policy or position of iMPOWER or the London Borough of Bromley

User needs drive everything

Being a design studio, our approach is driven by a simple philosophy:

“The needs of the user are at the heart of all our decisions, thoughts and ideas”

Every part of our design work should meet a valid user need. Whether that’s website designs, branding designs or product designs, all are driven by the user.

Users include everybody that comes into contact with our products – such as a website visit, seeing a logo, picking up a business card, and hearing someone talk about a company. We take all of these into account when we do our work.

To help us clearly set these out – for us and our customers – we use one of our tools, Persona. A persona is a representation of a particular audience segment for our services – including a website, product or brand.

What is a persona?

Personas are based on real users.

They help us and our customers understand who will actually be using the services that we create. They help us and our customers make key decisions on the design and functionality of our services during our design process.

Writing out the persona means that we can have conversations with our customers with a shared understanding of which segment of their market we are talking about.

Our tool

To help us live our MOONSHOT, we have made our tool available for you, for free – download it below:


Download the Persona template:


Inspiring towards leadership

For this project we worked with Michael Watts to capture and share his top 10 lessons from his personal journey to becoming an inspirational leader

Inspiring towards leadership is our joint product to share this.

– – –

Developing a brand

Okay, so your probably not surprised that we started here. Its what we do.


Michael (who is also our founder) was very clear about the name he wanted to use. Ever since he studied his first leadership course he has aimed to be seen as an ‘inspirational leader‘. Its aspirational, but hey, that’s him and us all over!

And this shaped the name – inspiring towards leadership.

Inspiring towards leadership is grammatically incorrect – we’ve been told that a few times.

But, it’s a brand name.

Its active and picks up the other element of the project – Michael wants to inspire, encourage and help people become the leader that they want to follow (visit our See Them Rise project for more on this).


So, we took the name and created a brand and logo around it.

We designed a logo that was simple, clear and stood out in a crowded leadership marketplace. Here is our design:


We went for a circle to symbolise how leadership is something that is continuous. Its not something that you do once, its something that you have to keep doing. To keep refining. To keep learning. And a circle is a perfect shape for this.

We also went for a handwriting, brush style for the wording. We did this to symbolise the personal element behind the project. The 10 lessons are Michael’s lessons. So we didn’t want the style to feel formal or fixed, we wanted it to look and feel human.


The font that we used on the logo – Selima – was used solely for the logo.

We decided to use two different fonts for the actual text in the lessons – Cabin Sketch for the headings and Open Sans Condensed Light for the text body.

Colour palette

We brought together three main colours, along with white and black, to create a colour palette that is vibrant, consistent and stands out:


– – –

The product

Once we had the brand fixed, and Michael’s 10 lessons in writing, we started to think about what the end product would be.

How could we share this simply, clearly and so it engages in the audience?

And we decided to come up with a few ideas –

1/ postcards (see below)
2/ Instagram images
3/ images for Michael’s blog, LinkedIn article and Medium posts
4/ a downloadable document
5/ a separate web page (using Xtensio)

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– – –

Social media

To support the product we also created a hashtag that could be shared and used across different social media formats –

– – –


Here are a few images from this project:

Project Nina

For this project we worked with Nina on her journey to starting her own independent consultancy

Nina approached us & asked us to help her get her business up & running quickly. She wanted a professional but friendly approach in her brand design & website design which reflected her individual personality.

Read through our approach below to see how we worked with Nina to deliver her a personal brand including colour scheme, font scheme and logo, and then how we used that to build her a website to bring it all to life.

– – –

Brand design

To get started we did what we do best, sat down with Nina al fresco & had a coffee – & a conversation.

We wanted to know more about her, to get a better feeling who she is, & then, to look at what ideas she has for her own brand.

We strongly believe that as this is her brand, she needs to own it & to have control over it. We are just here to support her, advise her & to put her ideas into place – with some suggested creativity & design ideas along the way.

The first idea she had was what ‘voice’ she wanted – she wanted a voice that balanced professional & friendly, that was welcoming yet built trust in her as a person & her offering. She wanted something that reflected her as individual. This guided all our decisions.

She also had an idea about colours that she liked too – she liked teals and aquas. The rest was up to us.

So we went away and started building our ideas – in another coffee shop actually! We researched other similar providers, providers in other business areas, and created a Pinterest Board of things that inspired us for this project.

Colour palette

We started with a colour palette that brought together a teal and aqua, with some more solid colours of grey, an off-black and a trusty white.

This is what our colour palette looked like –

Project Nina - Colour Palette

Font scheme

We then went on to create a font scheme that reflected our brief of professional yet friendly. We wanted two fonts – one for headings and one for the text body – that looked formal & professional in its structure, but that also had a bit of informality in the finer detail.

The two fonts that we came up with were –

Project Nina - Font


Once we knew what colour palette and font scheme we were going to use, we started to come up with some concept design ideas for a logo for Nina.

We tried several different ideas but kept coming back to one thing – the fact that Nina‘s initials are NN. We felt that this was something special that we had to build on. So we did.

We put two capital N’s together and reversed one. Then we put that in a coloured circle to bring them together and put them in different colours. The logo image now reflected three colours that formed Nina‘s colour palette.

And then we added her name and website address directly underneath.

The logo we came up with was –

Project Nina - Logo

To go alongside this, we also created the following secondary logos for her –

Project Nina - Logo 2.png

Branding board

To help bring all of the above together, we created a branding board for Nina – and us! – to ensure that we both kept to, built on & owned her brand.

The brand board looked like –


You can also download the Brand Board as a PDF.

Business cards

As part of our branding, we also created & printed a set of business cards for Nina. These were designed to convey her brand, her ‘voice’ & her approach.

Our design looked like this –

Project Nina - Business cards

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Website design

Once we had Nina’s brand agreed we set about building a website that conveyed Nina’s personality & branding style.

Nina was clear what she wanted to tell people & we worked with her to convey that message in her website.

We believe in keeping things simple when conveying messages – & so does Nina. So we built her a simple website structure that told people –

1/ about her

2/ about her ethos

3/ about her services

4/ how to contact her

We made the website simple to navigate & made it as simple as possible for visitors to contact her.

NN on screen (1)

Business e-mail

Alongside her new website, we developed a business e-mail address for her.

We wanted it to match her brand, website and personality, and, we wanted it to be simple. So we agreed with Nina to go for

Its friendly, welcoming and easy to remember – just like Nina herself.

Product design

As part of our work with her, we also created a self-help guide for business owners as a free offering to the world. This free self-help guide was then made available from every page. You can download her free Self-Help Health Check for Your Business [PDF, 1MB] to see our approach.


Find out more

You can view her website at

– – –

How does Project Nina help live OUR WHY?

OUR WHY is to use the power of creativity to make futures better today.

Nina whole ethos is to help early years care & education providers give children & families the best quality provision.

We helped her put her WHY into action so that she can help make the futures better today for the children who use the providers that she works with.

– – –

View a gallery of our work with Nina


Taking our own advice, setting out our own MOONSHOT

Over the past few weeks we’ve been working with our founder on a number of free leadership development tools (through our See Them Rise project).

These tools are designed to create a workplace that is better for team members, better for team leaders and better for the companies customers. They will do that by giving individuals the skills, insight and knowledge they need to become the leaders that they want to follow.

Transforming for now and the future

Moonshot_LOGO_blue_instaOne of the tools that we developed was MOONSHOT.

MOONSHOT is a tool to help you transform your team, organisation or group for now & in the future.

MOONSHOT helps individuals and teams create a long-term destination for their business and a “Roadmap” to help them transform for now and the future.

The tool encourages people to be ambitious, radical, and think hard about why they are here. It helps them set out their moon shot.

Taking our own advice

Recently we’ve taken our own advice and have set out own MOONSHOT.

We are a newish company driven by our purpose. But we are ambitious. We want to have a bigger, positive impact on the world. So we decided to set out our own MOONSHOT to help us transform, grow and have a bigger reach.

We have set our our MOONSHOT below:


We exist to use the power of creativity to make futures better today


We believe that by bringing together creativity, design and people we can make humanity better – and then we can use this energy and passion to inspire and spark change.

By providing our creativity and design solutions in a humancentric way we will have a positive, lasting impact on the world – we will make it better today and will pass the world on in a better condition to the next keepers in the future.


  1. We will continue to live our WHY and let it shape everything that we do

  2. We will create a new product arm where our reach can touch a bigger audience and have a bigger impact on the world

  3. We will become a place where human beings come not just to do a job —but to build their life’s work

  4. We will become more outward facing and share more of our working and thinking

  5. We will be led with empathy — for our customers, for their customers and for humanity in general

  6. We will learn from, be inspired by, and implement the lessons from the best — both in our field and outside of our field

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Download a PDF of our MOONSHOT.

Find out more about MOONSHOT

You can find out more about MOONSHOT, and set your own, at

Project See Them Rise

We believe that everybody should, and can, be the leader that they want to follow.

This will create a workplace that is better for team members, better for team leaders and better for the companies customers.


We’ve been working to develop a suite of leadership development tools – See Them Rise – as a free offering to the world to help leaders develop the skills, insight and knowledge they need to become the leader that they want to follow.

The tools can be printed out and handwritten as we know that this is the best way of sparking creativity, critical thinking and creating ideas.

The tools include:


Check out *BELIEVATE


Check out Johari Window Model


Check out MOONSHOT




Check out TEAM lookout


Check out teamsteps