The rebrand marked a turning point: the former DMGgo would evolve into Go HQ, a name chosen in collaboration with Referent to preserve brand equity while opening space for a modular system. The new architecture positioned Waypoint Group as a parent brand, with Go HQ as its flagship and future-ready siblings like Go HR and Go Finance waiting in the wings.

Our design response began with a bespoke logotype, crafted from a custom typographic system that balanced utility with energy. The “G” became a visual anchor, subtly morphing into a forward-facing arrow, symbolizing movement, direction, and transformation. The iconic orange was retained but refined into a more vibrant, contemporary tone, setting the rhythm for the visual language.

We created a full identity suite, with clear usage guidelines, scalable iconography, and a refined typographic hierarchy. Visual choices were tailored to resonate with a no-nonsense audience: pragmatic entrepreneurs who value clarity, expertise, and results. Imagery principles and voice guidelines brought consistency across mediums, while maintaining an accessible, real-world tone.

Together with Referent, we co-designed the new Go HQ website, starting from user flows and wireframes, and moving through full UI and a high-fidelity navigable prototype. Subtle animations and microinteractions brought added texture to the experience, amplifying clarity and engagement without sacrificing speed or simplicity.