Start by WGSN
Brand Identity
Brand Strategy
Marketing Design
Social Media Design
Creative Leadership

Context
Start by WGSN is an online platform created to support small and emerging businesses across the Americas, extending WGSN’s global authority in trend forecasting to a new, entrepreneurial audience.

Challenge
As a new venture within an established and highly respected brand, Start by WGSN needed to feel distinct and accessible while remaining strategically aligned with WGSN’s core values. The identity had to balance independence with endorsement, appealing to start-ups and small businesses without diluting the parent brand.

Strategic Approach
Working closely with the Managing Directors of both brands, alongside the VP of Marketing and VP of Brand at Ascential, I helped define a brand position that framed Start as the more agile, energetic extension of WGSN. The strategy centred on accessibility, optimism, and empowerment, creating a clear point of differentiation within the market.

Creative Solution
We developed a contemporary and playful visual identity, distinguished through bold colour choices and expressive typography. The system was designed to feel youthful and dynamic while maintaining a clear visual connection to WGSN’s authority and credibility.

Impact
The launch established Start by WGSN as a confident sub-brand with its own voice and audience. It expanded WGSN’s reach into the small business market while maintaining brand cohesion, supporting long-term growth within a new commercial segment.