The examples on this page are taken from the Design Development stage after we were asked by natural stone specialists Stone Age to explore an alternative Visual Identity for their company.

JWDC‘s Creative Director, Jake Whiteley, created the initial brand name and first visual identity for this longstanding client as long ago as 1988. The first incarnation of the company’s identity featured a keyline rendition of the ‘S’ Symbol and a handcrafted Logotype which was updated in 1994 to become a full-colour Visual Identity. This Phase II version of the brand proved so successful that it served the company unchanged between 1994 – 2009 adorning every aspect of Stone Age‘s marketing profile.

As Stone Age increased it’s profile and wanted to enforce it’s status as one of the UK’s pre-eminent natural stone suppliers, it was decided that a repositioning towards a more ‘timeless’ identity was required – one that might stand comparison with such prestigious brands as Asprey, Hilton, Gucci, Rolls-Royce, etc.

The examples below show how we open our minds to the task of injecting revitalised ‘personality’ to a well-established brand. Acknowledgment of what has gone before is an invaluable starting point in the creative process and the measured consideration of how one combines typography, symbol, space and colour all play a vital part in helping us develop proposals that will serve the company for a sustained period of it’s ongoing development…

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If you’d like JWDC to create something specifically for you and/or your organisation, please contact Jake Whiteley directly via 07841 26 26 04 or