Visual Identity
Web Design
Webflow Development

Thoughtful design

The Thought Partnership
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Tonic were extremely strategic, showing a huge understanding of our brand and positioning, as well as the development and design of a powerful and sticky website. We appreciate the thinking as well as the end result. Thank you.

Charlotte Williams
Charlotte Williams
Co-founder at The Thought Partnership

The Thought Partnership is the brainchild of two titans of marketing and communications. Drawing on their Director-level experience at The Wall Street Journal and Cannes Lions, Jo Andrews and Charlotte Williams are on a mission to bring their expertise and unique way of operating to the world of events, awards, content and brand marketing.

The Thought Partnership new logo in bright blue on a pale mint coloured background
a laptop, tablet and phone all showing previews of The Thought Partnership website

The challenge

In a challenging and busy space, the two founders knew they had a unique proposition and the skills to make waves, but they needed a bold brand with impact to hit the market quickly, as they already had work flooding in. The brand position and visual ID had to appeal to multi-national CEOs, major brands and creative agencies alike, all of whom are operting at the highest level, while also communicating Jo and Charlotte’s personalities and credentials in a clear and concise manner.

The solution

Our work began with stakeholder workshops to understand what made The Thought Partnership unique and to then translate the co-founders’ approach to work, working relationships, and commitment to industry-topping execution into a cohesive brand. By analysing competitors’ positions and identities we found the opportunity to create a blend of modern, agile and clear design with a sense of excitement through the use of colour, animation and ownable, distinct iconography.

We selected Space Grotesk as the brand font to give great readibility as well stand-out from the tradititional world of communications, combined with a fresh colour palette applied in a dynamic and bold manner. This is designed to evoke a contemporary and unique visual ID which will appeal to people who’ve seen it all before, and so that they would quickly trust the company and understand that they’re seeing something different.

Knowing the level of scrutiny from the world’s creative community the site would receive, we focused on simplicity and clarity, and installed an analytics dashboard so that as the site grows and the company scales, we can work with the founders to make iterative updates to optimise the effectiveness of the design.

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