top of page
  • Instagram
  • Pinterest
  • LinkedIn

Case Study: Willox. How a Tech-Driven Company Got a Tech-Driven Identity

Case Study: Willox. How a Tech-Driven Company Got a Tech-Driven Identity

Client

Willox

Industry

Tech

Main Market

Project type

Brand Guidelines, Start-up

Year

2024, 2 weeks

Deliverables

Brand Guidelines

Willox, a forward-thinking, tech-driven company focused on creating premium tech accessories, approached Mariya Design to build a cohesive and dynamic brand identity. The goal was to establish a modern visual language that reflects the brand’s innovative spirit. Maintaining functionality and appeal across various environments is a thing they wished for, yet we always keep that one in mind nonetheless.

Project Overview

Willox, a forward-thinking, tech-driven company focused on creating premium tech accessories, approached Mariya Design to build a cohesive and dynamic brand identity. The goal was to establish a modern visual language that reflects the brand’s innovative spirit. Maintaining functionality and appeal across various environments is a thing they wished for, yet we always keep that one in mind nonetheless.

The brand had some key elements already in place, one being their logo, but needed a comprehensive visual identity and brand guidelines to seamlessly integrate these elements together with those we came up with in the project. Everything needed to follow a consistent, logical sequence, in order to ease up and streamline Willox’s future branding efforts.

Objectives

  • Create a recognizable, tech-forward brand identity that resonates with a broad audience of tech users, enthusiasts and professionals.

  • Design a comprehensive brand guidelines that would establish and maintain the foundation of brand’s visual communication.

  • Implement a color system, typography, hierarchy and usage ruleset to ensure brand consistency in every touch-point.

  • Provide UI elements and packaging concepts to expand the brand identity and recognition beyond the screen.

Challenges

One of the core creative challenges was balancing complexity and simplicity. The Willox brand has to appear cutting-edge and retain an approachable identity across digital and physical environments. We had to ensure that their identity feels tech-enough for savvy customers without alienating non-tech audiences.

As mentioned, the client provided us their logo and we had to prepare guidelines about how to use its variations for different purposes – for web and for packaging and print. We did envision a cable-like graphic element to be seamlessly integrated into the brand identity, nodding to one of Willox’s core products, namely their high-quality cables.

The Process

1. Discovery & Research

The project kicked off with an in-depth discovery session, where we asked questions and gained insight into Willox’s products, market, competitors and brand aspirations. Our focus was in creating a visual identity that matches the technical aspects of the brand and appeals to both experienced tech users and to the average computer “Joe”.

2. Ideation

We explored multiple concepts how to build an identity around the logo Willox supplied us with. Its shape hints at hardware, cables and connectivity, thus our aim was to logically connect it to Willox’s product range. We did develop its color variations though, including a tech-forward purple and inverse black-and-white, for maximum flexibility in utilization.

3. Visual Identity

Mariya Design chose to incorporate a clean, minimalist layout that corresponds to Willox’s essence. Our aim was to come up with something that is true to brand, also appealing and engaging. Purple acts as the primary color, representing the innovative and tech-driven nature of Willox, supported by neutral colors to achieve a balanced palette. The typography and its ruleset were established in a way to further tailor the identity to client’s vision.



4. Proprietary Graphics

A dynamic cable-like graphic element with smooth, flowing lines was crafted to serve as a subtle visual hint for brand’s core products. It adds uniqueness to the identity when noticed in the background of pages and presentations. This element was to be applied across key slides in the guidelines, both as a standalone visual and as an embedded graphics. Although the client liked it, they preferred to kept it as a brand resource and not presently utilize it.



5. Brand Guidelines

The client received a comprehensive 25+ page brand guidelines document that outlined Willox’s essence, color system, typography, logo variations, imagery guidelines, UI components, etc. Its sections cover the following:

  • Brand Core: Defines the brand personality and target audience, along with specific details catering to the identity.

  • Logo Guidelines: Explains the logo construction, the proper application of multiple logo variants and the clear space rules.

  • Color System: Settles the primary, neutral and background/UI colors with their universal codes for precision and consistency.

  • Typography: Specifies font families for both digital and print applications, along with correct sizing and hierarchy ruleset.

  • Web & UI Elements: Showcases background colors and UI feedback colors (error, warning, success) for smooth digital interactions.

  • Creative Effects: Demonstrates modern visual techniques, such as Glassmorphism and Parallax, for further emphasizing company’s futuristic approach.

  • Imagery Guidelines: Do’s and Don’ts for what photography and general imagery need to be to match Willox’s brand core.

  • Examples: Logo as a “creative canvas” and other visual examples of how the brand identity can be further expanded and utilized for maximum impact.



6. Finalization

Final delivery, in addition to everything mentioned above, also included packaging and mockup concepts, to demonstrate the scalability and effectiveness of the Willox identity across. We ensured their new branding felt strong, cohesive and impactful everywhere, from online shop pages to physical product packaging. Even more important, we believe our work indeed managed to capture the essence of the brand, which task is always our ultimate goal.

Results

The client was extremely pleased with the final outcome, noting how the guidelines provided clear direction for all future branding efforts. Willox’s visual identity allows a flexible application, one that could easily adapt across environments. The brand now has a strong, cohesive, memorable presence to stand out in the tech hardware market, particularly in the premium accessories niche. As usual, a praising client’s testimony is the greatest reward for us after a project, and we were happy to match and exceed expectations.

Key Takeaways

  • Consistency and flexibility: A well-crafted brand guidelines provide a foundation for coherent and impactful branding across platforms, while providing enough flexibility to adapt to different environments and products.

  • Balance between innovation and mainstream: The design successfully bridged cutting-edge aesthetics with practical usability, giving Willox an approachable, yet memorable and rather futuristic brand identity.

  • Collaboration is key: Frequent, structured written correspondence between Mariya Design and Willox allowed for creative input and feedback, ensuring the precise outcome. As a result, the brand identity aligned perfectly with client’s vision.

 

"Mariya created a fantastic brand book for my company.

I tend to be hands-on and quite particular when it comes to design work which I know can be challenging for other designers, but Mariya worked with me very well and we were able to kick ideas back and forth quite freely. Mariya was able to take a barebones PowerPoint outline and elevate it into something beautiful, useful (even to laymen), and flexible."

William B.

Willox

Client Thoughts 2.jpg
Clients thoughts 2.jpg
bottom of page