New parent brand points the way for portfolio
New parent brand points the way for portfolio
BRAND
Waypoint Group
SCOPE
Strategy definition
Name development
Visual identity design
Website design and content
CONTEXT
When Westlake Ventures committed to a portfolio strategy that called for a new parent brand, Referent led the development of a brand that serves four strategic purposes:
Align internal brand teams around a shared purpose and values
Offer investors a clear view of the group’s expanding portfolio
Create a common thread across customer-facing brands
Build its own equity over time, creating leverage for future brand launches
The result is Waypoint Group—a guiding brand that connects two companies and a joint venture under one strategic direction.
Project overview
01 Strategy definition
Referent developed a unifying strategy framework for Waypoint Group that aligns its child brands under a shared vision. At its core is an audience archetype broad enough to encompass diverse sub-brands, yet specific enough to resonate with each target audience.
The breakthrough insight: across segments, customers aspire to build businesses that not only generate wealth but also reduce stress and reclaim time.
02 Naming
Naming “Waypoint Group” was both a creative and technical undertaking. Inspired by the new strategy, we developed hundreds of concepts and conducted preliminary availability checks on nearly 50 candidates before presenting the strongest. Waypoint emerged as the clear choice for its industry relevance, aspirational tone, and strong strategic alignment.
03 Visual identity
W Mark
At the heart of the visual identity is a distinctive mark that combines an abstract “W” with a stylized north star. The star—also reminiscent of a compass—signals the brand’s guiding role, while the flowing form of the W evokes the motion of a waving flag. Together, these symbols express Waypoint’s aspirational purpose, both within the organization and for its audiences.
W Mark
At the heart of the visual identity is a distinctive mark that combines an abstract “W” with a stylized north star. The star—also reminiscent of a compass—signals the brand’s guiding role, while the flowing form of the W evokes the motion of a waving flag. Together, these symbols express Waypoint’s aspirational purpose, both within the organization and for its audiences.
Logotype
The logotype is designed to stand alongside the mark or on its own. Its semi-serif letterforms evoke rapid movement, reinforcing the brand’s innovative mission. Visually, the type strikes a balance between contemporary clarity and traditional elegance.
Colors & typography
The palette contrasts refined neutrals with a bold, saturated blue, evoking themes of flight that mirror the audience’s aspirations. Tints of blue provide versatility for infographics without diluting the focus and clarity of the system.
Colors & typography
The palette contrasts refined neutrals with a bold, saturated blue, evoking themes of flight that mirror the audience’s aspirations. Tints of blue provide versatility for infographics without diluting the focus and clarity of the system.
05 Website design
Waypoint Group’s new website serves as its first public touchpoint, focused primarily on partners and investors. We created a streamlined, single-page experience with pop-up modals offering deeper insight into the child brands and team. Subtle animations add energy and reinforce the brand’s dynamic character.
“Referent’s uncanny ability to understand our business model and our ideal customers so quickly stood out early... At times it was a learning opportunity for our executive team to understand ourselves in greater detail.”
Adam Angell
Co-Founder
Go HQ