Designwell Studio has launched a sister brand, Daymark, a strategic branding studio obsessed with creating unforgettable identities.
Designwell directors, husband-and-wife team of creatives Kristin and Alexander Wastney, are keen to continue helping businesses clearly communicate who they are and what they are all about through bold and impactful design.
Alexander says separating the agency’s two arms of spatial design and brand strategy into two separate studios was a conscious decision as their business has grown.
“It’s time for Daymark to stand out. We want the brand component of our business to start walking the talk. Daymark will be the model for just how charismatic and differentiated we aim for our client brand identities to be.”
Usually focused on their clients, Alexander says they had a lot of fun designing their own brand.
“It’s been cool to do some branding work for ourselves for once, and we feel like the new Daymark brand captures the essence of what we want for all our clients – to create brands that tell a true story and help them stand out from the noise.”
Designed for maximum visibility, inspiration for the new studio’s identity came from daytime navigational aids called daymarks. Alexander says the essence of what a daymark is all about resonated with the in-house team.
“A daymark is a navigational aid for sailors and pilots, distinctively marked to maximise its visibility in daylight – a lighthouse for the daytime. These towers stand out with an almost slapstick, ‘Where’s Wally’ vibe.
“Like daymarks, great brands are unapologetically bold and charismatic. We wanted our studio’s brand to represent exactly this because this is who we are and what we strive to do for each of our clients.
“Our passion is guiding clients through the design process. We love giving them the confidence to succeed with a brand identity and strategy that communicates to their target audiences why they exist and what they do in a compelling and authentic way.”
As for the future Alexander the team are looking forward to achieving more awareness for the Daymark brand “and more eyes on the design work coming out of Kirikiriroa, Hamilton”.
