Waldo Arch. Group LLC

Waldo Arch. Group (LLC) are a team of architects and property managers. We work with a board of members from families with rich heritage dated back from the foundation of early settlers in popular modern spaces today. Heritage, history and tradition are values that we hold high. We saw a need to maintain and repurpose historical spaces in cities all over the world. Therefore, we specialise in maintaining and renovating dated spaces that hold the foundation of many modern settlements today. With new architecture on the rise, we seek to evolve alongside this development but preserve monumental buildings that may not be in use and preserve them for the public.

Year

2018

Agency

Frecle, Freelance

Project Type

Brand Design, User Research, UX/UI Design

Role

UX/UI Designer

Logo Redesign

Working on the logo

Initially, the logo was represented by a traditional achitectural image of a building which deliberately was to illustrate the values of Waldo Arch Group LLC. However, we didn't want to box the compamy in traditional historical values as they are also involved with the design and development of new properties. Thus, we sketched a few images of what the discipline of design and architecture represented and encapsulated that in a this image.
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Research, Discovery & Ideation

RESEARCH & DISCOVERY
We looked at different engineering, architectural and construction brand and logo styles and saw that they had a tendancy to be literal. We were looking for a symbol that represented precision, structure and innovation.

IDEATION
We looked for inspiration from daily objects such as a lamp. Upon finding abstract examples of light source that didn't neccessarily have a light bulb, we tried to mimic these abstract shapes.

Execution

LOGO TYPEFACE
The typface chosen for this logo is a stylized san serif. It represents innovation and structure but has slight nuances thatgive it atraditional flair making it seem as though this new brand has withstood the test of time and is rooted in traditional foundation.

LOGO IMAGE
The image is a representation of an abstract lamp. It shows the structured thinking of the brand. However, the unpredictable angling of the various hands on the lamp represent innovation and thinking outside the box.

Brand Communication

Defining The Brand Guidelines

Waldo Arch represents trust and precision. So we really wanted to build a system that can be conformed to by anyone in the company.

Focus Areas
01

Packaging the honey in different flavours with Acacia as the mas popular and therefore the main product offering.

02

How do users interact with existing products?

03

What are users current pain points with existing products?

04

Which features are essential to find restaurants?

Survey

A survey was conducted on 20 participants to identify which products and features people are currently using and determine which feature are essential to find a new restaurant.

01

Location

02

Location

Execution

Building The Website

After conducting user interviews, all the participants responses were synthesized to identity themes, opportunities, and features that YUM could focus and improve upon.

Affinity Map

An affinity map was created to identify high level themes and group similar insights gained from the user interviews.

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