Client:

I joined The Gyst full-time at the end of January 2023, after spending several months looking for a new role following my redundancy from RS Connect during their company-wide restructure. The opportunity came when the Managing Director, Phil, reached out after being given my name by his printer, who knew I was looking for a creative position. In our initial conversation, Phil described The Gyst as a “small advertising agency punching well above its weight”, with a diverse client base and a heavy focus on work for Triumph Motorcycles. The agency had also previously handled projects for brands such as Harley-Davidson and Ducati.

Brief:

A little over a month after joining The Gyst, I was asked to explore a refresh of the company’s existing logo. I approached the brief with a structured discovery phase, reviewing the brand’s positioning and typographic direction. From this, I shortlisted a selection of typefaces that aligned with the brand’s tone of voice and the creative considerations outlined during discussions. This formed the foundation for the initial concept development that followed.

I then moved into an exploratory concept session with the Managing Director, where we discussed potential creative directions. He expressed interest in seeing options inspired by woodcut-style artwork as well as concepts incorporating cog motifs. Using these prompts, I began developing a range of early visual ideas to test how these themes could translate into a refreshed brand identity.

We ended up discarding these early concepts in favour of a completely typographical solution:

Stationery:

With the logo decided upon, I implemented them into the company stationery.