Nik is a creative director, copywriter, and content strategist working in Seattle.
Building an agency brand that inspires small players.
After you have the will, how do you find the way?
I was on the cusp of opening a brand new content marketing agency. The vision was to work with smaller B2B brands and bring them all the experience I’d built up to with enterprise brands. After countless attempts to find trademarkable names with available domains, I finally found one that had the right amount of wit and uniqueness, but now I needed to create a brand voice and visual style to go with it, and figure out how to execute that across mediums.
As creative director, head copywriter, and well, everything, I set about defining the audience and brand voice. The name (pronounced “Will and Way”) was of course derived from the phrase “where there’s a will, there’s a way,” so the mood of my brand was already set—plucky, encouraging, and just a bit clever. I sketched out dozens of logos, and brought on a talented senior art director to execute and add his own flair to it. With a pulse icon that also was a combination of two Ws, I knew he had landed on something special and had him dive deeper on it. Additional art directors helped me perfect the flow, with unique, eye-catching brand colors, and treatment of graphics that flowed well from social posts and brand collateral to the highly fluid website. I guided the flow of ideas towards those which communicate creativity without getting too cute, given my B2B audience.
The results are hard to track, but aside from many compliments from the target audience, here’s some basic stats under this brand:
Check out some of my other favorite work.
