Challenge
Create a brand for an online career discovery platform aimed at school-leavers who don’t fit the traditional academic mould and need extra guidance.
Idea
Our research revealed that school-leavers feel increasingly uncertain about life after high school. But rather than presenting this as a problem, our strategy embraced it. We reframed uncertainty as something students should lean into and use as justification to open their minds to other possibilities. Our brand idea, ”The Unconformists”, was a celebration of this rejection of predictable career pathways and an invitation to take the road less travelled, giving birth to our brand name: Wandr.
Execution
Our brandmark is flexible and dynamic, using multiple fonts and variable typefaces to invoke diversity and exploration, while our graphic language uses organic, meandering lines and playful, lofi illustrations to reinforce Wandr’s “no-pressure” philosophy. Photography is refreshingly unpolished, capturing real people in spontaneous moments of adventure and discovery.
