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:

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(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


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.

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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:


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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 –

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Here are a few images from this project:

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

Project JudyK

For this project we worked with Judy to redesign her existing website for her new cake decorating business, JudyK Cakes, as well as to develop her a strong brand which would make her stand out in a crowded market place

Judy approached us & asked us to take a look at her current business website as she wasn’t happy with it. She wanted a website design that better reflected JudyK Cakes, that was better designed, & that was more appealing to her customers. As part of this we also developed her a new Facebook page for JudyK Cakes.

She also wanted a brand that was strong, unique & professional, and which reflected her personality. The brand needed to be appealing to her customers whilst also mixing Judy’s friendly personality with her high quality service.

Read through our approach below to see how we worked with Judy to firstly design her new branding and then how we used this to redesign, build & launch her new business website.

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Understanding Judy

Whenever we work on a project, we like to get to know the person that we are working with. We feel that is important to understand who they are, what they stand for, and what they want from the project. Especially when we are working with the owner of a small business, like Judy, we have learnt that their company tends to reflect their own personality and style, and so it is important for us to get to know them better. So, we did what we always do, we sat down with Judy over lunch to meet her, to understand who she is, to understand what JudyK Cakes is about – it’s WHY – & to learn from Judy about what she wanted from her new brand.

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Brand design


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

What we found was a confused, and almost non-existent brand. There was no clear message that said “we are JudyK Cakes – this is our brand”.

The consistent points that we noticed was the preference for blue font and a typeface that was friendly & informal.

We couldn’t find a logo or clear branding colour scheme.

These are examples of what we found –

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’.

Having looked at the preference for blue that JudyK had previously used, we used that as a starting point. But we knew that for the brand to stand out in a very crowded market place, and to reflect Judy’s personality, this blue needed to be supported by a more vibrant colour.

After searching for a while, Judy sent us a picture of a dress that she really liked (see below). This dress mixed blues with a very vibrant pink – this would become the source of our colour scheme.


After working through some different options, we settled on the colour scheme below which we sent to Judy to agree –

Project JudyK - Colour Palette2.png

Font scheme

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

We looked at her existing font style and then looked at how we could use that inspiration to develop her something that was professional yet friendly.

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

Project JudyK - Font.png

Logo design

After we had received agreement from Judy on the colour scheme and the font scheme, we looked at how we could bring those together into a logo design that was strong, unique & professional, and which reflected her personality.

We come up with a number of concept ideas to give Judy some food for though –

Luckily Judy knew what she liked from our initial designs, and she sent us the designs below from a family friend who had worked up an initial idea earlier in the year –

We took this inspiration and, after input and tweaks from Judy, we came up with the final logo design –


We also created a number of secondary logo formats –

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Website design


The next stage of our project was to start scoping out a new website for JudyK Cakes.

We began by taking our time to look through her existing website. We wanted to understand the existing user experience of her website with a critical eye.

One of the first things that we noticed was that it looked a little dated. It also wasn’t mobile friendly & didn’t look very professional. Additionally the branding was a little muddled, and the site didn’t clearly promote the work that Judy does or the services on offer. Whats more, it seemed to be lacking the key selling point of JudyK Cakes – the cakes.

From our user research with potential customers we also identified a key element that they would be looking for from the website – they want to be able to see what previous customers have said about Judy’s courses and to see the cakes that they have made.

So these points became our simple guidelines for the new website –

1/ The new website needs to be designed using the new branding with a clear ‘brand voice’

2/ The new website needs to clearly promote the range of services available

3/ The new website needs to promote the cakes clearly and visually

4/ The new website needs to clearly promote testimonials from previous customers including images of the cakes that they have made themselves through the courses

The new site

For the new site we came up with a simple, initial structure –

1/ about us – an explanation of Judy’s training, qualifications and membership of tradecraft (another lesson from our user research)

2/ what we do – the services provided by JudyK Cakes

3/ view our work in action – a gallery of the therapy input & styles

4/ our creations – photos of some of the cakes that have been made by Judy, including a sub-menu of specific topics, such as Elf on the Shelf

5/ our sessions – details about the range of sessions and courses run by JudyK Cakes, including a sub-menu of cakes made by customers and students on the courses

6/ testimonials – written testimonials from previous customers and students

7/ contact us – a simple online contact form, clear mobile number and e-mail 

We also added the contact details and JudyK Cakes Facebook page into the footer of every page. Along with this we also included a list of Judy’s latest blog posts which promote the cakes made at courses, cakes that she as sold, and more fun topics, such as Elf on the Shelf.

We also made the site bright, vibrant, and consistent on the ‘brand voice’. It is also mobile friendly and SEO friendly.

You can view the new JudyK Cakes website at


Another key element of this project was to support Judy to set up a presence on Facebook.

She had previously created a user account for Judy K Cake Decorating; however, as this was a user account rather than a page, customers were required to befriend her instead of ‘Liking’ a page. We know from experience that this can stop people from engaging with a Facebook profile. Additionally, we were unable to embed this Facebook profile into her website.

So we worked with her to create a new business page for JudyK Cakes which we will then helped her to promote and to also move over some of the photos from the older Facebook profile.

The new page was also developed with the same ‘brand voice’ as her website.

You can view the new Facebook page at

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How does Project Judy help us live OUR WHY?

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

Judy created JudyK Cakes to give people the confidence that they can make and decorate a cake, create sugar flowers and models and WOW their friends and family. She also supports a number of vulnerable groups of people (such as those with a disability or on a low income) with tailored courses that allow them to participate in an activity with most of society can access easily.

We helped her put her WHY into action so that she can make the futures better for her customers and those vulnerable groups.