The Design Rational Behind Our New Branding
We recently underwent a rebranding exercise to create a brand that would befit our studio and what it represents today as a multi-disciplinary design studio. We chose Pop & Pac because, when reviewing their work against other studios, it became quickly apparent they don’t have a preconceived style and apply a creative process that’s more collaborative than dictated.

Poc & Pac’s creative Director, David Popov, talks about their creative process for the rebranding and the rationale behind our new logo.

What did Webster Architecture want to change about their existing branding?

Webster Architecture was founded in 2014 by Dan Webster with one project under the belt. The company quickly evolved into a team of quality, high-end designers offering a full-suite design service from architecture and interiors to design styling. Today, the studio boasts a growing and impressive portfolio of prestigious projects and they wanted their new branding to reflect the calibre of their work and what it’s about.

How did you get to know the persona of the business and the qualities you wanted to emphasize?
Our creative process is unique, specifically our fact-finding process, in that we’ve created our own approach to drawing out the key aspects for a brand’s visual identity. We take all our clients through a brand identity questionnaire, which explores how they see their brand in terms of visual, psychological, theoretical, and sensory creative elements.

How did you set about transferring this into a visual representation?
Using Webster’s answers provided in their branding identity questionnaire, we drew out key aspects of focus and set about creating a series mood boards that reflected their answers and ideas in vastly different ways. We then led Webster through the process in a workshop, where we paired back each board to a series of fundamental considerations. For example, which images, logos or graphics they warmed to, or which colours they felt resonated better with their brand persona.

This process helped us establish their preferred aesthetic so we could narrow our focus to form our initial design concepts. 

What’s the design rationale behind Webster’s new logo?
Webster’s approach to architecture and design begins internally with each aspect working together in unity. The allocation of space and dimension are equally as important as the external facade. They seek to create a seamless flow from one space to another to achieve continuity and enhance liveability. Informed by the client’s love of Brutalist and mid-century modern architecture of clean lines and strength, their new logo represents this concept of unity and seamless flow.

In a literal sense the logo is a ‘W’ for Webster. Visually, it represents a transitional state into or out of a space. The visual identity, layout, graphic and typographic reflect the concept of flow and space and the linear aesthetic of the mid-century modern style.