The Hamburg-based consulting company comes has been guiding its clients along the pathway of change since 2001. In 2021, the company itself had a desire for change, and wanted to convey its optimistic attitude towards change processes even more strongly than before. A major part of this is a new name, which we developed together as part of the repositioning: a compound of 'way' and 'yes'. Added to this is a flexible corporate design system with a positive, pluralistic color scheme and a distinctive wordmark. The name WAYES, written in capitals, features a mirrored Y that expresses a willingness to develop new and unconventional solutions. It can also be detached from the logo and used as a key visual in diverse ways.

All this also convinced the jury of the German Design Award, which is organized annually by the German Design Council and honors outstanding design. They awarded WAYES the title of Winner in the Excellent Communications Design category. The jury statement: „The new concept for the Hamburg-based management consultancy »WAYES« boast an intelligent name and a corporate design that is as striking as it is attention-grabbing, and which is also characterised by a high degree of flexibility.

Click here for the German Design Award winners' gallery.