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In August 2022, WIZZFX founders Sam Parker and Chris Nicholls reached out to me with view to redesign their logo and create a brand toolkit for their sound design & audio branding agency. I asked them to send me a moodboard of visual references & design inspiration I could use as a starting point to get an idea of their vision.

 

Within their moodboard they referenced graphic lines, bright colour, retro textures, bold chunky typography. From this point I started collecting inspiration of my own which influenced the playful and custom nature of the elements I would eventually include in the toolkit.

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During the logo design process, I started experimenting with building letterforms from basic shapes, changing up their angles, spacing and weights to compare results which I then presented to Sam & Chris for feedback.

I also wanted to try creating a visual representation of sound through the shapes, so they would almost look like they were vibrating.

 

 

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The lightning strike shape appeared purely by chance when I was playing with the space between the lettering, so I chose to use it for the brand icon to reflect the striking, electric and exciting vibe of work WIZZFX create.

I wanted to make sure they had lots of choice when it came to logo utilisation, so I created a collection of logo variants which could be used like stickers and even painted / reskinned to co-ordinate with another brand if they wish to customise. The most important thing was that they could have fun with it, without losing visual imact.

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Previously their primary shade was a bright but somewhat toned down shade of red, I just needed to take that red and crank up the dial. I wanted to create a colour palette of three vibrant primary colours that could be combined with softer secondary tones to create unique and bespoke graphics for them to communicate a range of different genres of work without it looking repetitive or samey. I used a sound volume levels graphics to arrange the colours into loud, medium, quiet and mute.

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I created a collection of stickers in variety of different shades extracted from the colour palette as a fun way to customise social posts, merch, web graphics or anything else they might want to create

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I wanted the textures to be reminescent of photocopied DIY gig posters, with bitmapped print that looks like a visual projection of how sound feels while communicating themes of audio production, music genre and equipment.

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The brand style guide outlines each element of the graphic toolkit with examples of utilisation and how to avoid common design mistakes with helpful tips.

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