Waypoint Group was created to unify multiple companies under a single, strong identity. Operating in logistics and business services, the group needed a clear and consistent brand that reflected its expertise and forward-thinking approach. Reino was invited by Referent, a strategic agency, to bring this vision to life through a compelling visual identity and digital presence.
Our goal was to develop a brand identity that conveys trust, agility, and expertise, ensuring Waypoint Group stands out in the logistics and business services industry. The identity needed to be modern, adaptable, and instantly recognizable, providing a cohesive yet flexible system that could be applied across different touchpoints—from corporate materials to digital interfaces.
Before we began designing, Referent conducted an in-depth strategic process, defining the brand’s positioning, naming, and communication pillars. Their research provided a solid foundation, ensuring that Waypoint’s identity would be built on clear values—efficiency, trust, and growth. This work gave us a roadmap to create a brand that is both recognizable and adaptable.
Inspired by Waypoint’s mission to guide businesses toward success, we developed a strong and versatile visual identity. The “W” symbol became the central brand element, representing movement, direction, and leadership. Alongside the logo, we crafted a typographic system, color palette, and motion elements, ensuring a cohesive and scalable brand experience.
Beyond the logo, we designed a comprehensive brand system that extends across corporate materials, digital interfaces, and marketing assets. The visual identity was designed to be modular, allowing seamless integration across different touchpoints while maintaining a consistent brand presence.
