To develop this company and this website I’ve had a lot of help.

Since the beginning I’ve discussed, considered, refined and tweaked the words, visual identity and marketing assets of We Sort. Getting this right ensures I’m proud of what We Sort is and how it operates, but more importantly it’s given our customers and colleagues a firm understanding of what I offer.

Brand identity

Stylo Design was instrumental in the early days by helping me find the name. I knew I wanted a separate business name to my own name, but it had to be practical, approachable and confident. They also created our logotype using the Dante typeface — which site is set in — and .

Darren Wall developed the visual identity which has remarkable flexibility. Using typography, grids, two colours and a system of overlapping patterns, the identity expresses some graphic style to compliment the services I offer. The patterns of the identity reflect the pragmatic, hand-on way I work and (hopefully) convey some personality. They include check, stripe, ticking and houndstooth and are applied on business cards and letterhead as two separate coloured stamps.

5 business cards for We Sort each with a different visual pattern

We Sort’s own websites

This is the forth incarnation of The first site (June 2010) was made to occupy the domain name. The second site (Feb 2011) was supposed to materialise much sooner, but writing words that described something was still being figured out was tough. The third site (March 2012) was a step forward in a few ways. It spread across a number of pages and it employed the recently created brand identity. Technically, the site was built using the principles of responsive web design where a single code-base for a site adapts to a variety of screen sizes. In other words it doesn’t matter how you view the site — desktop, laptop, mobile, TV — it will be comfortable to read and use.

All of those sites worked reasonably well for the phases of the business they reflected. This current site builds on the previous site’s visual design by adding a CMS (content management system) called Statamic, by showcasing more projects, by having some longer written articles, and generally has cleaner code.