Wizz&Co
Wizz Selvey is a brand and retail expert. For her relaunch as Wizz&Co, our challenge was to create a disruptive identity that would evoke themes of elegance, movement and playfulness.
Wizz&Co breaks the boundaries of what’s possible within the beauty industry. She is also trustworthy and reliable, so her visual identity had to communicate elegance and playfulness. We worked with type designer Marie Boulanger, whose brief was to reflect these themes through the shapes and forms of characters of the alphabet.
First of all, we created two sketches, a very airy serif with high contrast and a thin sans serif with optional swashes. We added weight to the letters for the next step and expressed movement and playfulness by adding bespoke touches. The slanted ‘I’ was used to accentuate the diagonals of the W and the Z for movement. The swash and rounded corners added playful details.
For the final round, we tinkered with the position of the swash and the casing until it was just suitable for Wizz&Co. We also kept the old-style ampersand for classical elegance.
To complement Wizz&Co’s logotype and logo marque, we presented Wizz with several visual concepts to communicate her forward-thinking approach. One of these included working with the dynamic beauty materials her clients work with and create. One idea was to use strong, bold and playful brush strokes. A bold colour palette could then be coupled with Wizz’s new elegant font, allowing Wizz&Co to stand out amongst the noise.
Wizz chose another visual concept to communicate her brand’s visual language: a gradient tone indicates how the brewing of ideas is a crucial component behind building a brand.
“I work with brands on their retail strategy, so it was crucial Wizz&Co’s visual identity reflected the importance I advise to brands of aligning to brand values. Working with Alexandra made me feel like I was in safe hands. I love the result and it aligns so well to Wizz&Co’s values: innovation, creativity, empowerment, inspiring action and disruption.”
— Wizz Selvey, CEO, Wizz&Co
