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Drax Drax Drax Drax Drax W.H.Y. Brand Consultancy, W.H.Y. Design, London, Hong Kong, Creative agency, Graphic design, web design, animation, interior design, app design, packaging design, award wining agency

Drax Drax Drax Drax Drax W.H.Y. Brand Consultancy, W.H.Y. Design, London, Hong Kong, Creative agency, Graphic design, web design, animation, interior design, app design, packaging design, award wining agency. W.H.Y. represents more than just a name—it embodies an attitude of delving deep to comprehend the origins of the subject matter, uncovering underlying issues, and revealing the authentic narrative behind the scenes. When we grasp the essence of a brand, we believe that is the pivotal moment when we can truly drive significant change for our clients' businesses. At W.H.Y. Brand Consultancy, we are driven by a fervor for striking the perfect balance between logical thinking and innovative ideas. Our mission is to assist our clients in nurturing their brands, from devising effective strategies to delivering creative solutions. By employing our specialized storytelling approach, we facilitate the creation of a compelling narrative that resonates with our clients' vision for their target audience. Every day, we push ourselves to exceed expectations, instilling confidence in our clients that we can effect meaningful change in the world. The future of branding and marketing is in a constant state of flux. While we concentrate on marketing strategy, visual identity, digital, filming, print, and environmental design, we maintain a progressive mindset, consistently adapting and implementing new technologies and ideas to expand and explore the realm of design. William has been working in the brand design industry for over 12 years in London. His expansive works encompass a diverse range of design from digital technology, print to environmental across Europe and Asia with global clients including UK Parliament, Vodafone, D&AD, BBC, TED, LVMH, Landmark. In 2016, he was acknowledged as an exceptional talent and emerging leader in design by Arts Council England and British Government. In 2020, he won the Createsmart Young Design Talent Award from DFA Awards. The quality of his work has been recognized by a number of international awards including Grand Prix of DBA award, D&AD Awards. He has been featured in a number of publications and won the Unsung Heroes from Computers Arts Magazine in the UK to honor his contribution to the industry. William’s designs reflect a balance of logical thinking and emotional impact to audiences. He maintains creative ideas have to be supported by strategic thinking to create a seamless brand story, combining technology with traditional craftsmanship to produce a fresh perspective. Passion and vision lead to positive changes to the future. Almacantar Aon BBC British Council British Heart Foundation Cabinet Office D&AD Design Museum Drax GSK Hongkong Land HKEX IKEA King's College Landmark Lloyds Bank LVMH McLaren Shell Starbucks Swire Tai Koo Li TED Tomorrowland Toyota Turkish Airline University of Arts London UK Parliament KPMG Vodafone Xbox Interbrand FutureBrand Sigele+Gale Superunion Winkreative Radley Yeldar Alphabetical Edelman The&Partnership Archetype Manifesto W.H.Y. Brand Consultancy, W.H.Y. Design, London, Hong Kong, Creative agency, Graphic design, web design, animation, interior design, app design, packaging design, award wining agency. W.H.Y. represents more than just a name—it embodies an attitude of delving deep to comprehend the origins of the subject matter, uncovering underlying issues, and revealing the authentic narrative behind the scenes. When we grasp the essence of a brand, we believe that is the pivotal moment when we can truly drive significant change for our clients' businesses. At W.H.Y. Brand Consultancy, we are driven by a fervor for striking the perfect balance between logical thinking and innovative ideas. Our mission is to assist our clients in nurturing their brands, from devising effective strategies to delivering creative solutions. By employing our specialized storytelling approach, we facilitate the creation of a compelling narrative that resonates with our clients' vision for their target audience. Every day, we push ourselves to exceed expectations, instilling confidence in our clients that we can effect meaningful change in the world. The future of branding and marketing is in a constant state of flux. While we concentrate on marketing strategy, visual identity, digital, filming, print, and environmental design, we maintain a progressive mindset, consistently adapting and implementing new technologies and ideas to expand and explore the realm of design. William has been working in the brand design industry for over 12 years in London. His expansive works encompass a diverse range of design from digital technology, print to environmental across Europe and Asia with global clients including UK Parliament, Vodafone, D&AD, BBC, TED, LVMH, Landmark. In 2016, he was acknowledged as an exceptional talent and emerging leader in design by Arts Council England and British Government. In 2020, he won the Createsmart Young Design Talent Award from DFA Awards. The quality of his work has been recognized by a number of international awards including Grand Prix of DBA award, D&AD Awards. He has been featured in a number of publications and won the Unsung Heroes from Computers Arts Magazine in the UK to honor his contribution to the industry. William’s designs reflect a balance of logical thinking and emotional impact to audiences. He maintains creative ideas have to be supported by strategic thinking to create a seamless brand story, combining technology with traditional craftsmanship to produce a fresh perspective. Passion and vision lead to positive changes to the future. Almacantar Aon BBC British Council British Heart Foundation Cabinet Office D&AD Design Museum Drax GSK Hongkong Land HKEX IKEA King's College Landmark Lloyds Bank LVMH McLaren Shell Starbucks Swire Tai Koo Li TED Tomorrowland Toyota Turkish Airline University of Arts London UK Parliament KPMG Vodafone Xbox Interbrand FutureBrand Sigele+Gale Superunion Winkreative Radley Yeldar Alphabetical Edelman The&Partnership Archetype Manifesto W.H.Y. Brand Consultancy, W.H.Y. Design, London, Hong Kong, Creative agency, Graphic design, web design, animation, interior design, app design, packaging design, award wining agency. W.H.Y. represents more than just a name—it embodies an attitude of delving deep to comprehend the origins of the subject matter, uncovering underlying issues, and revealing the authentic narrative behind the scenes. When we grasp the essence of a brand, we believe that is the pivotal moment when we can truly drive significant change for our clients' businesses. At W.H.Y. Brand Consultancy, we are driven by a fervor for striking the perfect balance between logical thinking and innovative ideas. Our mission is to assist our clients in nurturing their brands, from devising effective strategies to delivering creative solutions. By employing our specialized storytelling approach, we facilitate the creation of a compelling narrative that resonates with our clients' vision for their target audience. Every day, we push ourselves to exceed expectations, instilling confidence in our clients that we can effect meaningful change in the world. The future of branding and marketing is in a constant state of flux. While we concentrate on marketing strategy, visual identity, digital, filming, print, and environmental design, we maintain a progressive mindset, consistently adapting and implementing new technologies and ideas to expand and explore the realm of design. William has been working in the brand design industry for over 12 years in London. His expansive works encompass a diverse range of design from digital technology, print to environmental across Europe and Asia with global clients including UK Parliament, Vodafone, D&AD, BBC, TED, LVMH, Landmark. In 2016, he was acknowledged as an exceptional talent and emerging leader in design by Arts Council England and British Government. In 2020, he won the Createsmart Young Design Talent Award from DFA Awards. The quality of his work has been recognized by a number of international awards including Grand Prix of DBA award, D&AD Awards. He has been featured in a number of publications and won the Unsung Heroes from Computers Arts Magazine in the UK to honor his contribution to the industry. William’s designs reflect a balance of logical thinking and emotional impact to audiences. He maintains creative ideas have to be supported by strategic thinking to create a seamless brand story, combining technology with traditional craftsmanship to produce a fresh perspective. Passion and vision lead to positive changes to the future. Almacantar Aon BBC British Council British Heart Foundation Cabinet Office D&AD Design Museum Drax GSK Hongkong Land HKEX IKEA King's College Landmark Lloyds Bank LVMH McLaren Shell Starbucks Swire Tai Koo Li TED Tomorrowland Toyota Turkish Airline University of Arts London UK Parliament KPMG Vodafone Xbox Interbrand FutureBrand Sigele+Gale Superunion Winkreative Radley Yeldar Alphabetical Edelman The&Partnership Archetype Manifesto W.H.Y. Brand Consultancy, W.H.Y. Design, London, Hong Kong, Creative agency, Graphic design, web design, animation, interior design, app design, packaging design, award wining agency. W.H.Y. represents more than just a name—it embodies an attitude of delving deep to comprehend the origins of the subject matter, uncovering underlying issues, and revealing the authentic narrative behind the scenes. When we grasp the essence of a brand, we believe that is the pivotal moment when we can truly drive significant change for our clients' businesses. At W.H.Y. Brand Consultancy, we are driven by a fervor for striking the perfect balance between logical thinking and innovative ideas. Our mission is to assist our clients in nurturing their brands, from devising effective strategies to delivering creative solutions. By employing our specialized storytelling approach, we facilitate the creation of a compelling narrative that resonates with our clients' vision for their target audience. Every day, we push ourselves to exceed expectations, instilling confidence in our clients that we can effect meaningful change in the world. The future of branding and marketing is in a constant state of flux. While we concentrate on marketing strategy, visual identity, digital, filming, print, and environmental design, we maintain a progressive mindset, consistently adapting and implementing new technologies and ideas to expand and explore the realm of design. William has been working in the brand design industry for over 12 years in London. His expansive works encompass a diverse range of design from digital technology, print to environmental across Europe and Asia with global clients including UK Parliament, Vodafone, D&AD, BBC, TED, LVMH, Landmark. In 2016, he was acknowledged as an exceptional talent and emerging leader in design by Arts Council England and British Government. In 2020, he won the Createsmart Young Design Talent Award from DFA Awards. The quality of his work has been recognized by a number of international awards including Grand Prix of DBA award, D&AD Awards. He has been featured in a number of publications and won the Unsung Heroes from Computers Arts Magazine in the UK to honor his contribution to the industry. William’s designs reflect a balance of logical thinking and emotional impact to audiences. He maintains creative ideas have to be supported by strategic thinking to create a seamless brand story, combining technology with traditional craftsmanship to produce a fresh perspective. Passion and vision lead to positive changes to the future. Almacantar Aon BBC British Council British Heart Foundation Cabinet Office D&AD Design Museum Drax GSK Hongkong Land HKEX IKEA King's College Landmark Lloyds Bank LVMH McLaren Shell Starbucks Swire Tai Koo Li TED Tomorrowland Toyota Turkish Airline University of Arts London UK Parliament KPMG Vodafone Xbox Interbrand FutureBrand Sigele+Gale Superunion Winkreative Radley Yeldar Alphabetical Edelman The&Partnership Archetype Manifesto W.H.Y. Brand Consultancy, W.H.Y. Design, London, Hong Kong, Creative agency, Graphic design, web design, animation, interior design, app design, packaging design, award wining agency. W.H.Y. represents more than just a name—it embodies an attitude of delving deep to comprehend the origins of the subject matter, uncovering underlying issues, and revealing the authentic narrative behind the scenes. When we grasp the essence of a brand, we believe that is the pivotal moment when we can truly drive significant change for our clients' businesses. At W.H.Y. Brand Consultancy, we are driven by a fervor for striking the perfect balance between logical thinking and innovative ideas. Our mission is to assist our clients in nurturing their brands, from devising effective strategies to delivering creative solutions. By employing our specialized storytelling approach, we facilitate the creation of a compelling narrative that resonates with our clients' vision for their target audience. Every day, we push ourselves to exceed expectations, instilling confidence in our clients that we can effect meaningful change in the world. The future of branding and marketing is in a constant state of flux. While we concentrate on marketing strategy, visual identity, digital, filming, print, and environmental design, we maintain a progressive mindset, consistently adapting and implementing new technologies and ideas to expand and explore the realm of design. William has been working in the brand design industry for over 12 years in London. His expansive works encompass a diverse range of design from digital technology, print to environmental across Europe and Asia with global clients including UK Parliament, Vodafone, D&AD, BBC, TED, LVMH, Landmark. In 2016, he was acknowledged as an exceptional talent and emerging leader in design by Arts Council England and British Government. In 2020, he won the Createsmart Young Design Talent Award from DFA Awards. The quality of his work has been recognized by a number of international awards including Grand Prix of DBA award, D&AD Awards. He has been featured in a number of publications and won the Unsung Heroes from Computers Arts Magazine in the UK to honor his contribution to the industry. William’s designs reflect a balance of logical thinking and emotional impact to audiences. He maintains creative ideas have to be supported by strategic thinking to create a seamless brand story, combining technology with traditional craftsmanship to produce a fresh perspective. Passion and vision lead to positive changes to the future. Almacantar Aon BBC British Council British Heart Foundation Cabinet Office D&AD Design Museum Drax GSK Hongkong Land HKEX IKEA King's College Landmark Lloyds Bank LVMH McLaren Shell Starbucks Swire Tai Koo Li TED Tomorrowland Toyota Turkish Airline University of Arts London UK Parliament KPMG Vodafone Xbox Interbrand FutureBrand Sigele+Gale Superunion Winkreative Radley Yeldar Alphabetical Edelman The&Partnership Archetype Manifesto

Rebranding power station in the UK

Drax

Client

Drax is the owner of the largest, cleanest and most efficient coal-fired power station in the UK, responsible for generating 7% of the country’s electricity. It is the UK’s leading supplier of sustainable power, fuelling our generators predominantly with biomass.

With the new strategy of ‘Powering Tomorrow’, a fresh identity reflecting their direction is essential.

Thinking

In this rebrand, the heart of the identity is their new logo that is designed to represent how the three areas of their business (making, generating and selling) all work together to create the whole Drax offering. It does so in a style that echoes mathematical infinity symbolism, underpinning the sustainability agenda which Drax leads. It is coloured with a vibrant palette which represents energy, vision and balance. 

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W. H. Y. Brandconsultancy

Drax stands as the proprietor of the United Kingdom’s most extensive, pristine, and highly efficient coal-fired power station, a driving force behind 7% of the nation’s electricity production. The mantle of the UK’s foremost purveyor of sustainable energy rests on its shoulders, as it predominantly fuels its generators with biomass resources.

Amidst the unveiling of the visionary ‘Powering Tomorrow’ strategy, the imperative for a rejuvenated identity resonates deeply. At the core of this transformative rebranding initiative resides the brand-new logo, a visual emblem meticulously crafted to mirror the intricate synergy among Drax’s pivotal triad of operations – manufacturing, generation, and sales. This emblematic design unveils the symbiotic interplay that engenders the holistic Drax experience.

Infused with an air of mathematical infinity symbolism, the logo echoes the ceaseless harmony that underpins Drax’s commitment to sustainability leadership. This symbolic motif resonates with the ever-evolving cycle of sustainable energy production, where a perpetual, interconnected system reinforces Drax’s position at the forefront of positive change.

The color palette chosen for this emblem is equally deliberate, reflecting not only vibrant energy but also the far-reaching vision and delicate equilibrium that characterize Drax’s approach. This vibrant fusion embodies the dynamic nature of energy, the clarity of Drax’s mission, and the nuanced balance they strive to achieve in their endeavors.

In essence, this rebrand goes beyond visual transformation; it encapsulates Drax’s unwavering commitment to pioneering sustainable energy practices, championing balance, and perpetuating progress into an era illuminated by sustainable power.

Drax stands as the proprietor of the United Kingdom’s most extensive, pristine, and highly efficient coal-fired power station, a driving force behind 7% of the nation’s electricity production. The mantle of the UK’s foremost purveyor of sustainable energy rests on its shoulders, as it predominantly fuels its generators with biomass resources.

Amidst the unveiling of the visionary ‘Powering Tomorrow’ strategy, the imperative for a rejuvenated identity resonates deeply. At the core of this transformative rebranding initiative resides the brand-new logo, a visual emblem meticulously crafted to mirror the intricate synergy among Drax’s pivotal triad of operations – manufacturing, generation, and sales. This emblematic design unveils the symbiotic interplay that engenders the holistic Drax experience.

Infused with an air of mathematical infinity symbolism, the logo echoes the ceaseless harmony that underpins Drax’s commitment to sustainability leadership. This symbolic motif resonates with the ever-evolving cycle of sustainable energy production, where a perpetual, interconnected system reinforces Drax’s position at the forefront of positive change.

The color palette chosen for this emblem is equally deliberate, reflecting not only vibrant energy but also the far-reaching vision and delicate equilibrium that characterize Drax’s approach. This vibrant fusion embodies the dynamic nature of energy, the clarity of Drax’s mission, and the nuanced balance they strive to achieve in their endeavors.

In essence, this rebrand goes beyond visual transformation; it encapsulates Drax’s unwavering commitment to pioneering sustainable energy practices, championing balance, and perpetuating progress into an era illuminated by sustainable power.

Drax stands as the proprietor of the United Kingdom’s most extensive, pristine, and highly efficient coal-fired power station, a driving force behind 7% of the nation’s electricity production. The mantle of the UK’s foremost purveyor of sustainable energy rests on its shoulders, as it predominantly fuels its generators with biomass resources.

Amidst the unveiling of the visionary ‘Powering Tomorrow’ strategy, the imperative for a rejuvenated identity resonates deeply. At the core of this transformative rebranding initiative resides the brand-new logo, a visual emblem meticulously crafted to mirror the intricate synergy among Drax’s pivotal triad of operations – manufacturing, generation, and sales. This emblematic design unveils the symbiotic interplay that engenders the holistic Drax experience.

Infused with an air of mathematical infinity symbolism, the logo echoes the ceaseless harmony that underpins Drax’s commitment to sustainability leadership. This symbolic motif resonates with the ever-evolving cycle of sustainable energy production, where a perpetual, interconnected system reinforces Drax’s position at the forefront of positive change.

The color palette chosen for this emblem is equally deliberate, reflecting not only vibrant energy but also the far-reaching vision and delicate equilibrium that characterize Drax’s approach. This vibrant fusion embodies the dynamic nature of energy, the clarity of Drax’s mission, and the nuanced balance they strive to achieve in their endeavors.

In essence, this rebrand goes beyond visual transformation; it encapsulates Drax’s unwavering commitment to pioneering sustainable energy practices, championing balance, and perpetuating progress into an era illuminated by sustainable power.

Team involved

W.H.Y. X Drax

Involvement of W.H.Y.

Creative Direction

Visual Identity

Train Design

Print

Digital

PROJECTS

The Bryanston

Foyer Lodge

BESPOKE

Lyons Place

Rabbit on the moon

Vodafone

McLaren

UAL FBS

Tai Koo Li

Vertice

HKEX

Drax

TEDx

D&AD

About
In touch

London

Hong Kong

+44(0)2035973386
info@whydesign.studio