Case study · Branding, company profiles

Company Profiles & Brand Identity: Inventure and Ways

200pages designed

2company profiles

1brand identity concept

The challenge

Two companies with a lot to show and no single visual story to show it with: a media group with dozens of digital magazines, and an advertising agency that wanted a profile with one clear idea behind it.

The solution

Three pieces designed from A to Z: a 130-page company profile for Inventure Media Group, a 65-page company profile for Ways Advertising built on the idea of an orchestra, and an alternative brand identity for Ways drawn from one continuous line.

The approach

Each document starts from one idea the reader can repeat after closing the file. Inventure is one group, not a list of magazines. Ways is an orchestra of specialists. The Ways mark is a way that never ends. Layout, colour and imagery are then chosen to serve that idea on every page.

Long documents stay readable because the system is fixed: one grid, one accent colour, one way to open a section and one way to label a page. Repeated page types were designed once and reused, which is why 130 pages still read as one piece.

Project focus

One idea behind each document
A fixed grid and colour system
Section openers that pace long documents
Logo walls and portfolio pages that stay consistent
An identity built from a single line
Applications: covers, cards and stationery

Outcome

Each company gets a document it can send to a client as it is: a clear story at the start, a system that holds on every page, and a look that belongs to that company alone. Each piece is shown below with a selection of its pages. Repeated layouts, price lists and personal photos are left out.

The work

Inventure Media Group Company profile 2023 · 130 pages

Inventure Media Group publishes digital magazines and social media platforms across the Middle East, among them Lounge, Mag Cairo, Savoir, Top 10, Fin Gourmet and Cairo Business News. Its profile has to introduce the group, then present every title with its audience and its clients.

The design treats the group as one brand. A black base and a streak of electric blue light run through every page, section numbers are drawn as large outlines, and each magazine follows the same sequence of pages, so a reader learns the pattern once and finds any title quickly. White pages are kept for logo walls, where every mark keeps its own colours.

What it gives the company: dozens of separate titles now read as one media group with one voice, which is what an advertiser needs to see before buying across several of them.

Ways Advertising Company profile · 65 pages

The concept: an agency is an orchestra. Many specialists play one piece together, and the piece is the client's work. In short: we are artists.

The profile opens on a conductor's hand, introduces the company as "The Art of Business Development", arranges the services around one circle like the sections of an orchestra, and uses quotes about orchestras to mark the chapters. Black and the orange of the Ways logo carry the whole document, and every portfolio page uses the same grid and orange labels, so booths, signage, events and identities for very different clients sit in one rhythm.

What it gives the company: a profile people remember for an idea, not for a list of services, and one that presents production work with the polish of a creative studio.

Ways Advertising Alternative brand identity

A proposal for a new Ways identity. The mark is the letter W drawn as one continuous looping line, taken from the shape of a route on a map: a way that never ends. The line that comes with it says so: "It's not just a way, it's an infinity."

The orange of the old logo becomes a strong red on black, the wordmark is rounded to match the line, and the same line runs across covers, business cards and stationery as the main graphic element.

What it gives the company: a mark that explains its own name, and a system that stays recognisable from a business card to a full presentation.