Automate
PROJECT TYPE
Branding & Web
PROJECT YEAR
2023
The website wireframes were created in Figma to support a clean, organised and collaborative design process. The layout was structured into clear, intuitive sections that follow a customer’s typical journey on an automotive service website, making it easy to find key information such as services, pricing and booking options.
The existing blue brand colour was retained, with a complementary orange added to create contrast and highlight important elements. This accent colour is used selectively for special offers, notices and call to action buttons to guide users and encourage engagement.
The new logo was designed to be simple and functional, meeting the client’s need for a clear and instantly recognisable identity. A gear shape forms the ‘O’ in Automate, creating an immediate connection to mechanics and automotive services. This clean, modern design communicates the business purpose at a glance and works effectively across both digital and print formats.
The logo I have designed brings together sky, craft, and place through a simple yet symbolically rich form. Its dome-like silhouette and internal spiral echo the curvature and movement of the sky. At the same time, the mark hints at the shape of a fingerprint, reflecting the individuality and care of the brewer’s hand.
The logo is drawn freehand, giving it the warmth of something made rather than manufactured. This gesture strengthens the brand’s craft ethos while lending a modern graphic character. Yet it also feels timeless its spiral and dome shapes have the resonance of motifs found in ancient cultures and early markings from the landscape around Dedham. This lightly historical undertone connects Welkin to the deep human relationship with sky, land, and making.
The spiral element of the logo can be used as a submark. This is particularly useful for small or rounded spaces like bottle caps or beermats. The spiral can also be subtly referenced in other materials like the background of packaging for instance.
