The icon anchoring the visual identity, the Ripple Wave, combines the letters W, M and W to suggest collaboration in a mark that ripples from left to right. Each section is made up of three stripes, reflecting the three-stage approach.
The identity maintains its impact in all its full screen glory or as an app or social media icon.
The master lock-up is supported by secondary assets, including The Swell, which is drawn from the tips of the Ripple Wave to resemble a view from the shore, watching waves crash in.
The Swell helps create pace, overlapping with other elements, or can be used to guide users through information or to highlight important text.
The typography is clean and precise, and balanced with a dash of personality from a script that feels hands-on and collaborative, reflecting the human touch and experience that is needed to deliver great strategic advice.