What came from these workshops was an understanding of the need for a unified tone of voice. This would influence everything from the key brand messaging, to a simplified colour palette and UX that’s fit for an industry innovator. In short: moving away from the formal communication used for stakeholders and towards a sophisticated voice suited to Worksmith’s consumer and B2B audiences.

Often complex business models need a little visual help to describe them succinctly. To help simplify Worksmith’s offer to the broader market, we developed an illustration-led design that could help build brand recognition and remain evergreen in an industry where product photography can quickly begin to feel dated. We art directed Vera Babida to compose a series of simple, geometric illustrations that playfully visualised Worksmith’s refreshed brand architecture.

Working alongside long-time collaborator Cameron Askin, and with a new design language in hand, we wireframed, designed and produced content for a new Worksmith website. The end result is a user experience that toasts in equal measures to hospitality industry peers and everyday drink enthusiasts, setting the Worksmith team up for their next chapter as a problem-solving cocktail company.